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Aerospace BizDev News from Linda Wolstencroft
Newsletter #52 –
Oct 15th, 2015

Linda Wolstencroft’s monthly Newsletter offers business leaders insights on achieving the next big win.

How to Not Succeed in Business without Really Trying: Lessons from an evaluation team

One of the first articles I ever wrote dealt with how important it is that a proposal properly presents the business solution offered in a clear and accurate manner, and in accordance with the customer’s requirements.  My premise in that article was that no matter how good a solution offered is, it is of no consequence if it isn’t presented properly.  This is because even if a good solution is given, evaluators would be unable to award full marks if didn’t satisfy the evaluation criteria. And what a waste that would be; particularly if it was, in fact, the best solution offered and it ended up losing out to a substandard solution. This situation wouldn’t have served the customer well, and it wouldn’t have served the proposing company well.  It would’ve been considered a tragedy for both parties, but it’s also a situation that (with a little bit more work) the proposing company could’ve easily fixed.

This premise has come to life once again. I recently had the honour of serving on an evaluation team to assess a proposal for Government support of a new and innovative program that would markedly improve an important industry capability. The thinking and ideas behind the proposal were fantastic. The passion for the idea was truly there. But we, the evaluation team, had strict guidelines that we were obliged to use. We had to compare the proposal in front of us to the evaluation guidelines. We could not colour outside the box on this one. Therefore, we put our opinions aside and our work was exclusively focused on comparing the proposal with the evaluation criteria to ensure the proposal stood on its own merit. Although we wanted to, we could not bring other factors into play outside of what the evaluation criteria required.

As another example of this phenomenon, a technical lead on a project recently told me, “If we don’t have a product, then we can’t make the sale. Therefore, the product is far more important than the proposal.” However, if we don’t showcase that product in a manner that allows the customer to evaluate it as the best solution over its competitors, then we also can’t make the sale. Sometimes it’s this type of narrow thinking that compromises the sale of otherwise good solutions. As an engineer myself, I understand that we honour the technology. This is good to do. It is right and it is important. But we can’t close our eyes to the fact that there are other areas that need just as much attention for a product to sell; for if not dealt with, our technical efforts would be worthless.

Often in evaluations performed by government or large businesses, it is the case that proposals have to be evaluated strictly in accordance with the evaluation criteria. Even though a proposal has merit, the evaluation team must justify its evaluation results. So, this means that no matter how good a solution is, the proposal has to “check the boxes” and score highly on the evaluation plans – without a shadow of a doubt. This is often the only way to win.

If you’re interested in the original article, Structure in Business Development:  Maximizing Success, click here to access it.

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LAST CHANCE TO ATTEND A FIRST-CLASS EVENT! BCAC’s Silver Wings Awards - October 20, 2015 in Vancouver.

At its annual Silver Wings Awards event, the BC Aviation Council honours industry colleagues and awards scholarships to students studying aviation. We invite you to attend this gala celebration attended by industry leaders and influencers. The evening includes an awards ceremony, fine food, entertainment, a silent auction, and networking opportunities.
Oct 20, 2015 at the Vancouver Convention Centre West. Register here.

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WHAT CLIENTS ARE SAYING…

"I am very pleased with Linda's work on leading a major business development project for our company. She has built a robust team, communicates well, is well-organized, and provides intelligent and well-thought-out advice on our win strategy. I believe we made the right choice when we engaged with Linda for this work. It's truly been a pleasure working with someone with Linda’s leadership skills, capability, focus, and steady state demeanour… Linda was a key and central part of our bid preparation. When our team fell short, you were there to prop us up… thank you... we're all very proud of our final submission."
- Glen Thorne, Executive Vice President Business Development, Weatherhaven Global Resources Ltd.

“I’ve known Linda since our time together at Spar Aerospace. She has successfully grown the business profiles of every company she was employed with and continues to do so with her own, very successful, Strategy and Business Development firm. Needing to take my own company to a new level of Business Development there was no question that I would call upon Linda to aid in the development of a sound process and detailed training of our BD folks. We now have a very structured approach and are beginning to show positive results that are both measurable and recorded to provide further learning. If you want the consummate professional who has a proven track record, can roll up her sleeves and work right beside you to analyze, recommend and help implement a solution, there is no one better than Linda."
- Mark MacKenzie, President & CEO, DAVWIRE

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“RED TEAM REVIEW” - LINDA WOLSTENCROFT’S PROPOSAL Exposé, Dramatically Growing Sales

This unique service is offered by one of the few experts in business development in aerospace. Learn from over two decades of developing and reviewing proposals – dramatically improving clients’ success rates of winning new business from government and the military, airlines, helicopter operators, OEMs and prime contractors, throughout North America and internationally.

This essential service will change the game for your business development efforts and significantly increase your probability of winning.
  
Outcomes you will gain:

  • Set a winning strategy
  • Align your entire proposal with your strategy
  • Boost your technical, management and past performance scores
  • Identify key areas of weakness and make them irrelevant
  • Mitigate risk areas
  • Avoid the business killer:  being non-compliant
  • Add dynamic material that captivates the evaluators
  • Escape the doldrums of boring sections
  • Creatively use visuals for best impact and maximum points
  • Make it easy for the evaluators to see your value

Your proposal will be dramatically improved AND you will be able to generate better proposals in the future.

This service is available when, where, and through the best medium for you. 

Contact Linda for more information.

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