When to stop

Posted by Jon

We often talk about the need to justify the decision to bid - using our proven mantra:
- Is it real?
- Do we want it?
- Can we win it?
- Can we do it?
 
Sometimes, though, it can be just as powerful to focus on the negatives. Here, then, are my top six warning signs that you should 'no bid':
 
1. You're not the incumbent, and can't clearly identify areas of real dissatisfaction and pain for the client with their current provider, and/or can't deliver the solution at significantly lower cost due to some inherent efficiencies in your approach. (This is likely to simply be a benchmarking exercise, with no real possibility that they'll change).
 
2. Your salesperson hasn't met the customer face-to-face in the last six months. (People, after all, buy from people they know, like and trust - and, given that the buyers will inevitably have been speaking to someone to gauge the market, that must therefore have been your competition).
 
3. You've been given an unrealistically short time in which to respond to a detailed RFP. (They know who they want to chose, but now have to be seen to go through a process).
 
4. The specification in the RFP uses your competitor's language and terminology. (They know who they want to go with - and it's not you!)
 
5. You don't have the people around to produce a high-quality proposal in the time available. (You're unlikely to dislodge a competitor if you don't clearly come top when the proposals are scored. And the lack of a stampede of people wanting to help in itself says something about your chances of glory).
 
6. It's not in your sweet spot - you'd struggle to deliver the solution successfully, and lack clear, relevant references of delivering similar solutions for other clients. ("Trust us; we'll work something out" is unlikely to give them the confidence to jump ship).
 
If any one of these is true on your current bid: stop. Now!
 
Pin them up on the wall next to your desk. And next time you're asked by a salesperson to chase some mythical pot of gold at the end of an apparent rainbow, feel free to use them in anger.