Proposal Theme Statements and Win Strategy Leveraging AI
Theme statements show the Government exactly why they should choose you over your competitors. This self-paced course teaches you step-by-step how to write persuasive and memorable proposals using theme statements that highlight your unique strengths and customer benefits. You’ll learn how to build a winning strategy around these themes to create compliant, compelling proposals.
This course provides essential skills in developing effective win themes—the most critical element of proposal persuasion. As part of this process, you’ll also explore win strategy development techniques that are key to success in Government capture management.
The course emphasizes that win themes are a core part of capture management and should drive your win strategy, not the other way around.
You’ll learn the purpose, types, and three building blocks of win themes, as well as how they apply throughout the capture, proposal, and evaluation stages. The course goes beyond the basics, showing you how to craft memorable, impactful win themes that distinguish your company and influence evaluators to choose your solution.
Proposal Theme Statements & Win Strategy Training
Original price was: $795.00.$517.00Current price is: $517.00.
You will acquire practical techniques to transform win themes into win strategies, helping increase your proposal’s win probability (Pwin).
This self-paced course provides an efficient, structured approach to developing effective win themes within hours—eliminating unproductive brainstorming sessions that often result in overused statements like “we are the lowest risk, best value provider” or “we are ISO or CMMI certified.”
The course includes approximately 40 percent instructional content, 50 percent exercises, and 10 percent reflection. You’ll learn how to confidently facilitate win theme development sessions and consistently create strong, persuasive win strategies.
The experts who designed this course are experienced, currently practicing proposal professionals with years of success in Government acquisition and training. The course materials reflect their insights into real-world challenges and best practices. You can learn more about our instructors on the About Us page.
Course Curriculum
Learning Objectives
Upon course completion, the participants will have learned and be able to put into practice:
- Understanding the goals and the characteristics of effective proposal win themes and customer messages during the capture process.
- Knowing the most useful types and categories of win themes for Government capture and proposals.
- Recognizing and applying the building blocks of a successful win theme.
- Identifying Government customer hot buttons necessary for win theme development.
- Using a three-session win theme development process.
- Refining and enhancing win themes.
- Deriving a capture win strategy and developing strategic actions from your win themes to increase your Pwin.
- Applying advanced win theme development concepts to influence Government evaluators more effectively.
- Presenting win themes effectively in a proposal.
- Facilitating the win theme development process and applying its principles in course participants’ organizations.
Day 1 Highlights
Module 1: Introduction
- Introductions and learning objectives.
- The purpose of win themes.
Module 2: Defining Win Themes
- Typical problems with developing proposal win themes.
- Definition of proposal win themes.
- Rule of thumb for win themes.
- Variety of win theme forms and their examples.
- Characteristics of effective win themes that are most useful to winning your proposal.
- Three general categories of win themes.
Discussion: Types and categories of win themes used in participants’ proposals.
Module 3: The Anatomy of Proposal Win Themes
- Three building blocks of effective proposal win themes.
- Function of each building block and its identifying questions.
- Dissecting each of the win themes building blocks.
- Checklists and questions for defining the building blocks.
- Making your win themes believable.
- Real reasons why people have trouble identifying benefits.
- Identifying the customer’s sweet spot.
- Techniques for disciplined construction of win themes.
- Examples of successful proposal win themes.
Exercise: Identify each of the building blocks and their relevancy to the customer. Deconstruct a complex win theme.
Module 4: The Secret Sauce – Efficient and Effective Win Theme Development Process During the Capture Process
- Facilitating a win themes development session.
- Inputs into a win themes development: Brainstorming Session 1 structure.
- Outputs from win themes development: Brainstorming Session 1.
- How to automatically shift focus from you to the customer.
- Definition and types of Government hot buttons.
- Techniques for identifying hot buttons for your Government customers.
- Framework with a checklist for recognizing hot buttons.
- The secret sauce of win theme development: Brainstorming Session 2.
- Examples of win themes that highlight the principle of customer focus.
- Brainstorming Session 3: Weeding and refining win themes using a strategic approach.
- Facilitating Win Themes Brainstorming Session 3.
Exercise: Identify customer’s hot buttons. Apply next process steps to developing win themes. Refine and enhance your win theme.
Module 5: Transforming Win Themes into Win Strategies and Action Items as the Focus of Successful Capture Planning
- Win strategy development using win themes.
- Strategic actions development for successful capture planning.
- Types of strategic actions that increase your proposal Pwin.
Discussion: Derive a capture win strategy and develop strategic actions from your win theme.
Module 6: Advanced Win Theme Concepts
- Flavors of proposal win themes.
- Advanced persuasion techniques applicable to win themes and customer messaging.
- Questions to pressure-test the quality of your win themes.
Exercise: Practice changing the win theme’s flavor to enhance its effectiveness.
Module 7: Placing Win Themes in the Proposal
- Examples of how win themes should appear in a Government proposal.
- Structure of a win theme in a focus box.
- Structure of a win theme in the text.
- Other instances of win themes.
Exercise:Rephrase your win theme to present it in different forms in your proposal.
Module 8: Capture and Proposal Team Facilitation in Win Themes Development
- Capture and proposal team facilitation tips.
- Win theme development process application tips.
- Where win theme development fits in the capture and proposal process.
Discussion: How participants will implement win themes development process in their organizations.
Module 9: Summary and Recap
- Additional resources and bibliography.
- Summary.
- Recap.