Incumbent vs. Challenger: Who Has the Edge?
Move beyond the basics and find out why incumbency is a double-edged sword, and what you must do to ensure a win. Using a case study approach, you’ll develop specific strategies to mitigate each of the top reasons why incumbents lose. For example, how can you use your information advantage to put the focus on best value and not lowest price?
“This course boiled down the most important principles of [longer classes] into a very tight and cost-effective one-day seminar.” —Workshop Attendee
Or try on your challenger hat. Learn how the advantage shifts to challengers who can replicate the incumbent’s strengths, solve the incumbent’s weaknesses, eliminate client concerns about transition, and create a compelling reason to change. For example, how do you compensate for the incumbent’s information advantage? How do you offer innovation without introducing risk?
Learn to apply these proven techniques on your next proposal or capture. Take a deliberate approach to ensure you win all of your recompetes. As challenger, make informed bid/no bid decisions when trying to unseat a competitor incumbent, and increase your probability of winning those opportunities you bid.
Audience: Proposal technical leads, project managers, capture managers, account managers, proposal managers, technical writers, others with a business development role, and their managers.