What are USPs (Unique Selling Points) and how do you emphasize them in your entry?

Unique Selling Points (USPs) are the unique features or benefits that differentiate your company or offerings from the competition. USPs play a crucial role in tenders because they show why your bid is the best choice. USPs can relate to your product, service, expertise, innovation, sustainability, or other aspects that add value for the contracting authority. Effectively highlighting your USPs in your bid can be a decisive factor in winning a tender.

Why are USPs important in tenders?

USPs help you differentiate your entry in a competitive marketplace. By making it clear what makes you unique and how your approach or offer adds value, you increase the likelihood that your tender will be evaluated positively. USPs often align closely with the award criteria and help align your tender with the specific requirements and wishes of the contracting authority. A well-formulated USP can make the difference between an average tender and a winning tender.

 Benefits of emphasizing USPs in your registration

• Increases the attractiveness of your entry: By clearly highlighting your USPs, you show what you have to offer that others do not, which makes your entry more attractive to reviewers.
• Makes your offer memorable: Strong USPs stick with the contracting agency and make your bid stand out among the other offers.
• Supports your EMVI elaboration: Making good use of your USPs will help your bid score on the qualitative components of the EMVI criteria.
• Shows expertise and reliability: USPs based on previous successes or unique capabilities show that you know what you are doing and that you are reliable.

How do you emphasize USPs in your entry?

1. Identify your USPs:

Start by identifying the USPs that are most relevant to the specific procurement. These may include, for example, your experience with similar projects, your innovative approach, or your proven risk management strategy. Make sure your USPs align with the award criteria and expectations of the contracting authority.

2. Use clear and strong language:

Formulate your USPs clearly and forcefully. Avoid jargon and make sure your USPs are presented in simple, understandable language. Explain what makes you unique and why it adds value to the contracting agency.

3. Substantiate your USPs with evidence:

Use references, case studies or figures to back up your USPs. For example, if you claim you can deliver faster than the competition, back this up with previous projects where you have accelerated the timeline. This strengthens your credibility and makes your USPs more convincing.

4. Incorporate your USPs into your plan of action:

Integrate your USPs into your plan of action and other relevant parts of the bid. Show how your unique approach contributes to achieving the project goals. For example, if one of your USPs is innovation, explain how you will use innovative methods or technologies during project implementation.

5. Link your USPs to customer benefits:

Make clear the benefits of your USPs to the contracting authority. This can be done by explicitly stating how your USPs contribute to, for example, cost savings, quality improvement, or risk reduction. It is important to translate your USPs into value for the customer.

6. Use visual elements to highlight your USPs:

Visual elements such as infographics, tables or diagrams can help present your USPs in a clear and attractive way. This makes it easier for reviewers to recognize and remember your strengths.

7. Stay consistent in your communications:

Make sure your USPs are emphasized consistently throughout your bid. From the introduction to the risk management plan, keep your key messages consistent so the contracting authority gets a clear picture of what makes you unique.

Examples of USPs you can emphasize

• Innovative solutions: For example, the use of new technologies that reduce costs or improve efficiency.
• Faster delivery time: Ability to complete projects faster than the competition.
• Customer service excellence: Provides support beyond the usual service.
• Eco-friendly approach: Sustainable solutions that contribute to the contracting authority's environmental objectives.
• Proven risk management: A strong risk management plan that demonstrates you are prepared for all possible scenarios.

Common mistakes when highlighting USPs

• Remain too vague: USPs that are not specific or clear lose their impact. Make sure your USPs are measurable and concrete.
• No substantiation: Without proof, USPs are quickly seen as empty promises. Always substantiate them with references, figures or examples.
• Exaggerate: Exaggerating your USPs can damage your credibility. Stay realistic and honest about what you have to offer.
• Not relevant to the customer: USPs that do not match the requirements or wishes of the contracting authority add little value. Always make sure your USPs are relevant to the customer.

Conclusion: What are USPs and how do you emphasize them in your enrollment?

USPs are the unique features that differentiate your tender from the competition. By communicating your USPs clearly and convincingly and backing them up with evidence, you can make your tender stand out and convince the contracting authority of the added value you offer. Proper use of USPs in your tender not only increases your chances of success, but also helps build a stronger relationship with the client by making the benefits of your unique approach clear.