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  • Ben Major

Best Practice – Win Themes

Updated: Sep 13, 2019

Why us?

This is the question that defines your win themes, which are the key benefits that your organisation will offer the customer and will set you apart from other bidders, providing them with a compelling reason to choose you.

So why should they choose you?

When compiling your win themes, look to capture three to four unique selling points (USPs), define and challenge the benefits associated with them and the evidence (e.g. references, outcome statistics and awards) that supports them.

How to decide on your win themes:

The customer

What’s important to them? What challenges are they facing? What are the recurring themes in the specification? What are the key words/phrases used in the specification? What changes/innovations are they looking for and why?

Your company

What differentiates you (your USPs) from your competitors? What benefits do they provide to the customer?

If you can link these USPs to tangible, quantifiable benefits, and reinforce these in the response, you can positively influence a customer’s perception of your submission.

Six examples of common win themes:

  1. Incumbency;

  2. Technological innovation;

  3. Relevant experience and past performance;

  4. Existing infrastructure;

  5. Established relationships with subcontractors/partnerships;

  6. Price / value for money.

Impart Director Richard believes that:

“Win themes are crucial, not just because they reveal how an organisation can differentiate itself from its competitors and deliver real customer benefits, but because they ensure all staff involved in the tender process understand how they can strengthen the quality of the response and make it a compelling read for the customer.’

If you’d like to know how Impart could support you, please email Richard Tobias at or call for a no-obligation chat on 03333 448789.

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