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Customer-centric matrix


D E F C B A + C low high


capability to influence the customer


Bid strategy matrix


A E C low overall capability (competitive strengths) high


FIGURE 1: THE THREE-MATRIX STRUCTURE OF THE BID ASSESSMENT


D F B low high


capability to design and deliver a unique solution


Company-centric matrix A


E D B F


Low capability dilemma


E D F C Low No bid low overall capability (competitive strengths) SELLING POWER AUGUST 2019 | 29 © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


attractiveness dilemma


high


FIGURE 2: THE BID STRATEGY MATRIX


Must win A B


project strategic value to the customer


low


project strategic value (attractiveness)


low high


project strategic value (attractiveness)


low high high


project strategic value to your company


low high


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