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Why value is more important than price when writing a proposal

Updated: Apr 10

Proposal assessment meeting

The lowest price might seem an attractive (and easy) option, but the truth is, focusing on the overall value proposition will put you in a far better position to win. This blog post will discuss why you should prioritise the value proposition when writing a Request for Proposal (RFP).

Stand out and be talked about!

Your value proposition is what distinguishes your products or services from your competitors. It is the unique value that you are offering to your customers, and it is what makes you stand out. When you focus on the value proposition, you present your solutions as the most compelling option for the client, not merely as the cheapest one. This approach can make a difference, especially when your competitors offer similar products or services.

It helps to justify your price

Customers are often willing to pay a premium price for a product or service as long as they believe that they are getting value for their money. By highlighting the value proposition in your proposal, you are providing the customer with a reason to justify the price you are quoting. This makes them more likely to choose your proposal over a cheaper one that cannot deliver the same value.

Better position your brand

The value proposition is an essential part of your brand positioning. It is the message you send to your customers about what your brand stands for and why it is different. By emphasising the value proposition in your proposals, you reinforce your brand message and position your brand in the customer's mind. This can have a significant impact on their buying decision.

A less risky proposal

When your tactic focuses on the lowest price, you raise the risk of being outbid simply on price or unable to deliver the services for the price you quoted. By spending the time explaining the value you will provide, you are building a greater understanding between you and the prospective client.

Building long-term relationships

Focusing on the value proposition in your proposals can help you build a long-term relationship with your customers. You are building trust and credibility by demonstrating that you understand their needs and can provide them with the right solutions. This can lead to repeat business, referrals, and positive reviews, which has a ripple effect on your brand's reputation.

Focusing on the value proposition and not just the price is vital when crafting your proposals. By emphasising your unique value, you can distinguish your solutions from your competitors, justify your price, position your brand, and build long-term customer relationships. So, the next time you write a proposal, remember that value proposition is the key to success.

Let us help you write a powerful value proposition for your next proposal. Contact us today.


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