Optimising Best Practice Bidding Getting best practice into practice We need to talk about Storyboarding Mark Taylor mark.taylor@shipleywins.co.uk

Adapted from Closing the Execution Gap: How Great Leaders and Their Companies Get Results. Richard Lepsinger

Adapted from Closing the Execution Gap: How Great Leaders and Their Companies Get Results. Richard Lepsinger

Culture eats Strategy for Breakfast Peter Drucker

PRINCIPLES © Shipley Limited 2015

Give people a simple jargon-free target they can impact © Shipley Limited 2015

GREAT GOOD OK NOT OK + we have made ourselves different + we have demonstrated understanding OK ATQ, compliant or justified non compliance NOT OK Has not ATQ Unjustified non compliance lack of evidence on which customer can score © Shipley Limited 2015

Be Pragmatic

Pragmatic storyboarding Executive Summary Service Proposal Geographical Coverage Resources Mobilisation Contract Management Service Level Agreement Continuous Improvement Approach Commercial Terms and Conditions Pricing Standard Response Section Outline Storyboard

Question Customer Evaluation Weighting Hot Buttons FAQ Challenging Customer Question

Question Customer Evaluation Weighting Hot Buttons FAQ Challenging Customer Question Is this a tricky question for us to answer?

Question Customer Evaluation Weighting Hot Buttons FAQ Challenging Customer Question How important is this to the evaluators? Is this a tricky question for us to answer?

Question Customer Evaluation Weighting Hot Buttons FAQ Challenging Customer Question How important is this to the evaluators? How important is this to decision makers? Is this a tricky question for us to answer?

How much thinking is needed? Question Customer Evaluation Weighting Hot Buttons FAQ Challenging Customer Question How important is this to the evaluators? How important is this to decision makers? Do we have an existing response that works? Is this a tricky question for us to answer? How much thinking is needed?

Link Tools to Principles

Show we understand the Customer Hot Buttons Customer Question Relevant Hot Button Answer the Question Show we understand the Customer Hot Buttons Show how we are different through highlighting a discriminator Identify any hot button relevant to this question Look for key words Answer the question directly Use the key words as headings or include them in your first sentence Consider where you could use the customer name Add proof Create an introductory sentence which links to the customer hot button Highlight a discriminator through a theme statement or visual © Shipley Limited 2015

Creating A Theme Statement © Shipley Limited 2015

Creating A Theme Statement © Shipley Limited 2015

Animals must pay their own way Create excitement to attract 10% more visitors Make better use of animal talents to generate 25% more income Socially responsible to respond to changing public demands

The “T-Shaped” Bid Professional Translate & Apply The “T-Shaped” Bid Professional Bid Management © Shipley Limited 2015

Optimising Best Practice Bidding Getting best practice into practice We need to talk about Storyboarding Mark Taylor mark.taylor@shipleywins.co.uk