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In past decades, the contractor who had the lowest bid typically got the job. And while low bids are still critical, today that same contractor is likely to be placed on a "Short List" where the contractor will have to sell himself and sell his company to the potential clients. This is usually done through a presentation.

There is no foolproof way to win a bid, but there are a few things you can do to hedge your bets. By using these simple tips, you may be able to increase your chance of getting the job pretty significantly.

DO YOUR HOMEWORK

Never go into a presentation with a standard, generic proposal. Each buyer is different, and each buyer will have different priorities in choosing a contractor. Remember, no matter what the buyer tells you AFTER the presentation, price is almost never the reason they didn't choose you. The reason that buyers tell us this is that they usually have no other means to make a decision.

Let me explain. Let's say we are writing a proposal for a school district. The buyer, the person making the ultimate decision (by the way, that is usually only one person, even though it may to appear to be a committee,) has a hierarchy of priorities that will influence the decision. This hierarchy will be different for different people, but let's say this particular buyer is primarily interested in the job finishing on time, the safety of the children, the aesthetics of the building, and finally, price-in that order. If this buyer views three proposals all saying basically the same things, "We are the best at finishing on time. Safety is our priority. Look at how beautiful our buildings look." Then the only criteria left to make a decision is price.

If any of the contractors in the above example could have proven beyond a shadow of a doubt that they were indeed the best at any one of those things, then that contractor would have easily made it to the top of the "Short List." Specific evidence that you can do what your buyer wants will set you apart. This evidence could be pictures, testimonials, exhibits, quotes, trade journal articles, and many other forms. The more dramatic the evidence, the more easily it will be remembered. One of my clients photocopied over 100 letters of recommendation and delivered a set to each of the committee members at the conclusion of his presentation. He was the only contractor who offered even one. He got the job and was $250,000 over the lowest bidder.

How do we know what our buyer's hierarchy is? ASK. Call up or visit the people you will present to. Find out what, other than price, is most important and why. Many times, these buyers will tell you in great detail. Make notes and accumulate evidence that supports how you can do what they want.

THE PRESENTATION

Right or wrong, people form an impression of how competent we are in the first few seconds that they meet us. Are we nervous? Do we present ourselves in a confident, professional manner? Our confidence when we present is vital to winning over our audience to our way of thinking.

The buyers want to get to know the people they will be working with. They want to know if they can trust the contractor. The contractor who can present confidently and build trust and rapport with the audience has a great shot at getting to the top of the "Short List."

Presenters who have received professional coaching in public speaking skills have a distinct advantage over those who have not.

By: Doug Staneart

One of the easiest ways to drive prospective clients and customers to your business is to become the expert in your field. The term Expert carries credibility and prestige that can open many doors for you, and, oddly enough, the term is relatively easy to acquire. This simple three-step process can help you quickly and easily set yourself up as the expert in your field.

Step 1: Determine Your Niche (Niche Marketing)

Instead of trying to be everything to everybody, narrow down your focus to the things that you are really, really good at. A friend of mine set himself up as an expert at leadership training for water treatment facilities. When he told me what he was doing, I asked, "Is there any money in that?" He smiled and said, "Every city's got one, and I'm the only leadership expert in this field in the country." He was frequently quoted in trade journals and asked to speak at their conventions. Find your niche, and you'll eliminate your competition.

Step 2: Write about Your Area of Expertise

After you determine your niche, begin to write articles about your area of expertise. Every single day, tens of thousands of editors, web masters, and newsletter publishers are looking doggedly for unique and information-packed articles. If you can write articles that teach readers about your industry, you will find numerous places that will quickly publish your article.

I spent ten years as a trainer before someone, out of desperation, asked me to write an article for her trade journal. A few months later, another editor saw the article and asked if she could reprint it. Before long, I began to get inquiries from companies in that industry, and a snowball effect began to occur. The more business I did in the industry, the more of an expert I became. I followed with other articles, and within a short period of time, I became a recognized expert in an industry that I had never received any formal education in.

Write a few articles, and you can become a recognized expert in any field.

Step 3: Speak as Often as You Can

When your articles begin to get published, you'll start to receive requests to speak more often.

95% of the population has some type of nervousness about public speaking. So when you stand up and say what you want to say, the way you want to say it, you are doing what 95% of the population wish they could do. When you speak about your industry, you set yourself up as the expert on that topic. You gain instant credibility.

If you get nervous when you speak in front of a group, attend a public speaking class. It will be the best investment of your life, because the more confident you are when you present your ideas, the more competent you will appear in front of a group.

Follow these three simple steps and you will become the recognized expert in your specific niche.

Word-of-mouth advertising is one of the cheapest and most effective types of advertising your company can invest in, but how do we generate this elusive type of advertising? Most experts in the area will say, "Get out and 'network'." So we go to a Chamber of Commerce business card exchange, a small business networking event, or any other peer to peer meet and greet with dozens or even hundreds of other people trying to promote their company or service, and we attempt to promote our company or service as well. Very few people come to these business card exchanges to buy things. The odds seem to be stacked against from the beginning, so is it any wonder why most of us come back from these networking functions thinking that we just wasted an hour or two?

It doesn't have to be that way. By making just a few simple changes to our approach, we can become a center of influence in any room and in effect, generate significant word of mouth advertising. One of the first things that we have to realize, though, is what 'networking' actually is and what it is not. Networking IS NOT selling. (If you are in a MLM system, pay close attention here!) If we know 99% of the people at a networking function are there to promote their own product or service (not buy from us,) and we try to sell our product or service to them, we are likely to frustrate (and bore) ourselves and the people we are talking with. One of the biggest mistakes that people make is that once we get even a hint of interest from the person we are talking to, the sales person FANGS (MLM fangs) come out. We practically beat our new acquaintance over the head with what we do, and how great we are, and why they should buy from us. All we are doing in a situation like this is pushing our prospect away.

Networking IS increasing our sphere of influence in order to promote our product or service to this sphere of influence at a future time. People do business with and refer people to people they, know, like, and trust (peer to peer networking.) So our goal during a networking function is not to sell, but to get more people to know us, like us, and trust us. That way, they are more likely to buy from us in the future or refer people to us. One way to get people to know us, like us, and trust us more is to help them get what they want.

People like other people who are interested in them. The most important topic to anyone you are speaking to is himself or herself. And since they are at the meeting to promote their product or service, then if we help them do that better, they are going to like and trust us more. The following questions are things that you can ask someone at a networking function that will get them to open up to you and tell you about themselves:

What is you name? Obviously a first question.
What do you do? Still nothing out of the ordinary.
Do you travel much? What territory do you work in? Any question about location.
What do you like most about what you do? Keeps the conversation positive and gives you more insight about the person and his/her company.
What makes you or your company unique or different from your competition? Let them brag.
What are some of your accomplishments or things you are proud of? Let them brag more.
How would I know if someone I was talking to would be a good prospect for you? This one question can make you more money than any other you can ask.
These questions will help you really get to know the person and what he or she can do. With this type of information at your fingertips (and it is a good idea to write the information down-possible on the back of a business card,) as you network, eventually you will come across someone who would be a good prospect for that person. The moment you introduce those two people, you become a center of influence in that room. Do this just a couple of times, and the word will spread very quickly about how YOU are the person that everyone needs to know.

What makes this process so successful is the third party endorsement. The person who you are helping to promote his or her product or service is no longer struggling to find a warm prospect, now they are receiving a third party endorsement from you. That gives that person tremendous credibility to the prospect. You are helping both parties. These people tend to remember this type of help, and they return the favor ten-fold.

Eventually, you'll walk into a room, and people you have never even met before will begin bringing prospects to you. The key to making this process work is consistency and the ability to catalogue information about the people you meet. If you create a system that works for you, you will dramatically increase the word-of-mouth advertising about your company.