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OPINION
Win themes with a capital L
A ll too often, we hear about the importance of win themes, but rarely do we consider how they could actually undermine our chances of securing the next big win. I’m talking “lose themes” and how some teams manage to accomplish the opposite of what’s intended with their win strategy. Win themes should tell a compelling story about why your firm should win a client’s work, but without the right strategy they can inadvertently lose you the deal.
Mercedez Thompson
How does this happen? Let’s begin by defining win themes, a term we all use, some quite differently than others. In my experience, client-facing and technical teams tend to take liberties with sales and marketing terminology. According to the Association of Proposal Management Professionals (APMP), win themes are the components of a win strategy that are reinforced throughout a proposal and consist of a feature, a benefit, and a corresponding proof point. When I define win themes for my own teams, I say I’m referring to three or four benefit-focused statements that transcend the entire proposal and clearly articulate the value our firm brings. These are the key messages, repeated consistently, that help the evaluator justify giving you the work. In even simpler terms, it’s your “Why Us?”
If that’s the intention, then how do win themes end up inadvertently losing a deal? ■ You try to say everything. The quickest way to dilute a message is to cover too much ground. When you have seven or 10 or even more win themes, you fail to convey a clear and concise winning message. Or, when you have only three win themes, but each contains three complex ideas, you confuse your reader and diminish the impact. The key to strong win themes is being selective and deliberate. Instead of overwhelming your audience with an abundance of themes or lengthy complex themes, focus on a few key points that are most relevant and compelling. By
See MERCEDEZ THOMPSON , page 4
THE ZWEIG LETTER AUGUST 12, 2024, ISSUE 1549
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