Targeting C-Level in Proposals
In the competitive realm of proposal writing and management, the ability to effectively target C-level stakeholders is a game-changer. It’s the only way they will read your executive summary.
This strategy not only elevates the perceived value of your proposal but significantly increases the win rate of your RFP (Request for Proposal). The journey from identifying the right stakeholders to successfully engaging with them requires precision and a well-planned strategy.
Here are a few of the steps I always take to make sure I am effectively targeting the C-level stakeholders within my proposal, and especially my executive summary.
Step 1: Decide Who to Speak With First
Understanding the Entry Point
The initial contact in a target company doesn’t need to be a decision-maker or a key stakeholder, but they should be capable of guiding you toward the right person. Use LinkedIn to get an idea of who to target. You should focus your search on individuals belonging to specific departments or job titles that align with your product or service.
For example, if you are offering staff augmentation, then you should reach out to the hiring managers and the recruitment teams.
Reaching Out
Once potential candidates are identified, reach out personally and concisely. Avoid generic sales pitches. Remember, persistence is key, but be mindful not to overstep into spamming. If the first contact is unresponsive or misaligned, politely request a referral to a more appropriate contact.
They will know IMMEDIATELY if you’re writing a copy-and-paste message. So don’t do it.
Step 2: Ask the Right Questions
Setting Up a Productive Dialogue
Once you find the right person, arrange a brief, amiable call focusing on relationship building. Your primary objective is to gather intelligence on three critical aspects:
Their standard buying process and the role of RFPs in it.
The decision-makers for your product/service category.
The timeline for sourcing new products/services.
Be Gosh Darn Open
Do not shy away from asking direct questions. People are more open than you usually expect them to be, especially when discussing their professional challenges and needs. This openness, however, might not extend to procurement teams, so it's advisable to focus on more relevant decision-making stakeholders.
Tracking and Utilizing Buying Cycles
If they give you any good information, make sure to record it. For example, record their buying cycles so you can make sure to start influencing the RFP a year before their contract ends. If the stakeholders are having any pain points or issues, record them. If they are having political issues, record it. Almost all information is valuable, so make sure it lives somewhere so you and your team can easily access it.
Step 3: Stakeholder Mapping
Developing a Strategic Map
Now that you understand who your internal decision-makers are and their RFP timeline, it's time to strategize. Create a simple stakeholder map to organize this information. The map should include:
Customer Stakeholder Name and Title
Your Company’s Stakeholder Name and Title
Their role in the decision-making process (strong, medium, weak)
Potential as an ally, enemy, or neutral
Stakeholder Goals and Pain Points
Strategies for winning them over
Aligning Your Team
Match your internal stakeholders with the customer’s stakeholders based on their roles and influence. For example, pair C-level executives with their counterparts to ensure discussions are relevant and strategic. This demonstrates respect and understanding of the customer's needs and hierarchy.
Being Selective and Focused
While it's beneficial to engage with all decision-makers, prioritize meetings with the final decision-maker – typically, the one signing off on the project. According to Gartner 2020, customer buying teams consist of 11 to 20 members. Therefore, make strategic choices about whom you really need to meet individually or as a team.
Conclusion
Targeting C-level stakeholders in proposals is an art that combines strategic planning, personalized outreach, and intelligent engagement. By following these steps, proposal writers and managers can significantly enhance their chances of winning RFPs and forging meaningful business relationships.
This approach not only optimizes your proposal's chances but also establishes a foundation for long-term partnerships and trust with key stakeholders in your industry.
