Apperception – the mental process by which a person makes sense of an idea by assimilating it to the body of ideas he or she already possesses.
New Word of the Month
A vital tool in business development support that builds on the existing knowledge of the Client.
Often starting with the elements a client ‘knows’ is frustrating, however the reason for this approach is “we need to know what you already know but don’t apply”.
Marketing is a classic aspect of poor associative techniques. The primary reason for marketing is to attract new clients when we discuss it with small business owners. Not really a great use of what ‘you know’!
The reason existing customer buy from you is a great starting point for a marketing strategy. However, use this information to encourage your customer to increase their purchasing from your business. Based on this activity widen out the campaign with your proven formula.
Start with what you know
This applies to bid and tender writing. The Public Sector is required to reveal a great deal of information. We “know” that! Few chose to access this information therefore disadvantaging their tender.
Three things to add to your knowledge base with every tender opportunity:
- The Buyer
- The Strategic plans
- The Outcomes desired
Knowing what the public sector client wants as well as needs enhances the response. For example: Health and Social Care contracts will contiue to expand but the cost of direct care contiues to rise. So the obligation of the public sector remains to provide the best care.
However, most commissioning groups stipulate in their strategic plans that this cost needs to be reduced. The outcomes in the strategic plan indicate that every personal care must include an enablement section so not just care (we know this).
Apperception requires that we associate this need and the extent of the impact required to our response. The response must cover cost reduction throughservice enhancements.
Outcome based apperception
Review the specific requirements, apply what you know and the ideas you have to create the solution.
Using words like “holistic” “person-centred” and “individualised” conjuer up the idea you have, but use evidence of what you do, what you know and link these to the desired outcomes, results improve.
Service and Support
Winning tenders requires an understanding of the sector and combining the specification response with the evidence of delivery.
However, the use of tender writing to support business development enables business owners to achieve sustainable growth using our total business support packages.
Social Care providers need to adjust their service delivery strategy to meet the demands of the growing pressure, contact us for more information and build on your existing knowledgebase.