For more on strategic marketing plans, segmentation and differentiation, read Prof Malcolm McDonald

refine and design your offering to match the individual segment requirements: What is and will be bought and why? Benefits, usage, prices, channels, how and when bought Who buys and why? Role, personality, attitude, goals Are the market segments big enough? Are they reachable? Are they different?

Look for any fat you may have allowed to creep in and eliminate it, now.

The clever bit is to find a sweet spot where your capabilities (what you are good at) and the opportunities and demand match each other.

the proposal is not about you; it is all about the client.

do not under-estimate the skills of people who are good at relationships.

“What makes you special? What makes you different?” Saying anything that resembles “We are the same as the competition” is not clever or helpful.

you need to have a proper understanding of: the target customer’s wants, needs and hurts the competitive landscape.

differentiate yourself in the context of: The competition, and The clients’ preferred buying patterns