“How” is a simple word we encounter in every RFP and ITT. “How will you meet the performance targets? “How will your proposed service delivery model meet our requirements?” Carefully crafting answers to these questions is no Christmas cracker joke. And when you have finished, it’s my turn to evaluate the responses.
When I mark response drafts as ‘not good’, the authors are often surprised. “We said we’d do everything they need. Why isn’t that enough?”, they ask. Most often because claims that performance targets will be met through “robust” and “world-class support” are unproven. Evaluators will dismiss this as marketing fluff. They may even get annoyed, choosing not to give any extra points. Proven claims carry more weight. But if the “how” is not addressed, then the question hasn’t been answered – and the evaluators would be justified in awarding zero marks.
Evaluators want to see a clear process describing the “how”; they need to see ownership and transparency to have any assurance the solution will achieve what they need.
You can unwrap the “how” for evaluators by:
• Describing your process as a roadmap to success
• Specifying who will lead and execute each step (Who’s steering the sleigh?)
• Explaining the purpose and value of each step (Why take this route over another?)
• Laying out your timeline and measures for success (When will each step be completed and how will progress be tracked?)
• Detailing your reporting plans and contingency actions (In case a chill wind blows you off course.)
• Providing evidence of where you’ve done this before, including demonstrable successes (After all, the proof is in the Christmas pudding!)
If you can deliver on these points, your proposal will be in great shape to score well. It’s a bit like packing for a winter holiday getaway – tricky to fit in all the essentials, but essential for making it to your destination. Think of your detailed response as a beautifully wrapped present to the evaluator. Show you’re prepared, confident and ready to deliver and they will be as delighted as a child with a shiny new bike on Christmas morning.
Remember that answering every “how” question completely and thoroughly will give you the best chance to make your solution the gift that keeps on giving – at Christmas or any time of year!
Andy Haigh
Andy is an expert in bidding and tendering, specialising in competitive formal bids into EU Public Sector organisations. He is an authority on EU procurement legislation and can bring all these capabilities together to initiate and drive major complex bids through to a successful completion.
