Often times when companies present their solutions before the government, they talk a lot about themselves. When you’re thinking about themes, working a brainstorm session with your team, or actually writing your proposal, be sure that you’re focused on your customer. Features are attributes of your solution. Be it products or services, features are those things that can differentiate you from the competition: lower cost, smaller size, more power, larger supply base, extended life. Even great features can be meaningless in a proposal, however, if you don’t highlight the value they bring to your customer. Benefits highlight value. Your solution is lower cost. If your customer is looking to spend big money, your feature is meaningless. But in a difficult economy, where maximum value means getting more bang for your buck, low cost is a huge benefit. Base your features around your customer’s needs and wants, and they become benefits. Once you can prove the benefit of your solution, you’re well on your way to winning!