FABulous Bidding

Welcome to our journey into the world of Features, Advantages, and Benefits (FAB) – a crucial concept to get key points across in bid writing. At BidVantage, we understand the importance of not just listing the features of a product or service, but also articulating how these features translate into real advantages and tangible benefits for clients. This approach helps clients see the practical and personal impact FAB can have on the services they require, particularly in the public sector.

Features

When we talk about the 'Features' in the FAB approach, we're referring to the distinct characteristics and specifications of your product or service. It's the starting point where we lay out what makes your offering unique. In bid writing, the ability to articulate these features effectively can set the groundwork for a winning proposal.

But what exactly constitutes a feature? It could be anything from the cutting-edge technology used in your product, the qualifications and expertise of your team, to the innovative processes you employ in service delivery.

Remember, the key here is specificity and relevance. You need to clearly outline what we offer, and how it's different or better than what's already out there. This could be the technical specifications of a product, the methodology used in a service, or the unique qualifications of your team. In the context of bid writing, a feature should address the requirements of the tender directly. It's not just about listing what you can do; it's about aligning your capabilities with the needs of the tender.

For bidding in the public sector, it’s important to note that every feature we list should resonate with the commissioner, their priorities and their specification. This involves understanding the local area, specific requirements and how your features meet these needs. Are you using a technology that’s particularly advantageous in the UK context? Does your team have certifications that are highly regarded in the UK industry?

In the next sections, we will see how these features translate into Advantages and Benefits, creating a compelling narrative that speaks directly to the needs and aspirations of the evaluators.

Advantages

After identifying the unique features of your product or service, it's time to delve into the 'Advantages'. This is where you connect the dots between what you offer and how it benefits the client in practical terms. In bid writing, the shift from features to advantages is crucial; it’s about translating technical specifications and capabilities into real-world value.

Advantages are all about utility. They answer the client's critical question: "What's in it for me?" For instance, if we consider a feature of BidVantage, like our team’s extensive experience in multiple sectors, the advantage is not just the depth of knowledge but how this experience translates into understanding diverse client needs and delivering tailored bid solutions.

In the context of the public sector, you need to ensure that these advantages resonate with the commissioner, local priorities and requirements. It’s not enough to say your approach is effective; you must demonstrate how it aligns with the specific challenges and objectives of the commissioner and what they are trying to achieve with the procurement.

Remember, the focus here is on practicality and relevance. Each advantage your outline should be a clear response to the needs and goals of your clients, demonstrating how your features make a tangible difference.

Benefits

In the FAB framework, 'Benefits' are the crowning glory. This section shifts the focus from the practical advantages of a product or service to the ultimate value these advantages deliver to the end-user. Benefits are about the 'why' – why the feature and its advantage matter to the customer, and how they make a difference in real-world scenarios.

Understanding benefits requires a shift in perspective from the product or service to the client. It’s about empathy and understanding the client’s needs, aspirations, and challenges. For instance, if the advantage of a service is its time-saving nature, the benefit is not just about saving hours; it's about what the client can achieve with that extra time – whether it's focusing on core business activities, enhancing productivity, or even achieving a better work-life balance.

Benefits should resonate with the specific needs and values of the market. This could mean emphasising how a service can help local businesses stay competitive in a challenging economic landscape, or how it supports compliance with specific regulations and standards.

A compelling benefit statement answers the 'So what?' question. It translates technical jargon and complex features into relatable outcomes. If a feature is a state-of-the-art technology, the benefit could be the peace of mind and reliability it brings to the client. Or, if a service includes comprehensive training modules, the benefit might be a more skilled and confident team ready to tackle new challenges.

Remember, the ultimate goal here is to connect with the client on a level that goes beyond features and advantages. It's about painting a picture of success, ease, or advancement that the client will experience by choosing your product or service. Benefits are the emotional hook; they are what make the client think, “This is exactly what I need.”

A Worked Example of a Feature with its Advantage and Benefit

To bring the FAB (Features, Advantages, and Benefits) model to life, let's consider a simple yet relatable example: the high-resolution camera on a mobile phone. This example will help us understand how a specific feature translates into advantages and benefits for the user.

Make it stand out

Feature

The feature here is the high-resolution camera equipped in a mobile phone. This isn't just any camera; it's one that boasts a significantly higher number of pixels compared to standard models, capable of capturing images in ultra-clear, sharp detail.

Advantage

The immediate advantage of this high-resolution camera is the ability to produce exceptionally detailed and clear photographs. The higher the resolution, the more pixels there are, meaning more detail can be captured in every shot. This is particularly advantageous for photography enthusiasts or professionals who use their phones to capture images for work or leisure. It allows for effective zooming without losing clarity, ensuring that even distant objects in photos maintain their sharpness and detail.

Benefit

Moving on to the benefits, this is where the emotional connection or the practical impact comes in. For the everyday user, this high-resolution camera transforms their phone into a powerful tool for capturing life's moments with stunning clarity. It means that memories, whether they're of family gatherings, scenic travels, or important life events, are preserved in the best quality possible.

For a professional, this translates to being able to capture high-quality images without the need for bulky, expensive photography equipment. It can enhance their workflow, save costs, and provide the convenience of having a high-quality camera always at hand.

In a social context, the benefit extends to sharing. High-resolution images can make a significant difference on social media platforms, where visual quality can increase engagement, reach, and even influence.

In essence, the high-resolution camera feature on a mobile phone offers more than just technical superiority; it provides a means to capture and share life's moments in the most vivid and impactful way, enhancing both personal and professional experiences.

Evidence

In this example we don’t have specific evidence to back up the benefit, but in a bid context this would be required. For example, we used phrases in the benefits section such as ‘save costs’ and ‘increase engagement’; where possible, these would have numbers to back them up.

Conclusion

As we wrap up our exploration of Features, Advantages, and Benefits (FAB), it's clear that this approach is more than just a writing technique; it's a way of thinking and communicating that puts the client's needs and experiences at the forefront. By focusing on FAB, you can ensure that your clients are not just aware of what you offer, but are fully engaged with how your services can make a meaningful difference.

If you’d like to learn morea bout FAB then get in touch with us today.