Glossary term
Discriminator
A capability that is meaningful to the customer and that competitors cannot credibly claim.
A true discriminator satisfies two tests: the customer values it, and competitors cannot say the same thing. Most claimed discriminators fail the second test — every bidder claims experienced staff and a proven process. Identifying real discriminators requires knowing the competition, which is a capture activity, not a proposal-writing activity.
Categories
- proposal
- capture
Related terms
- Win ThemeA repeated, evidence-backed message linking a customer need to a benefit only your solution provides.
- GhostingHighlighting a competitor's weakness without naming them, by emphasizing the customer's need for a strength you hold.
- Capture ManagementThe pre-RFP discipline of positioning to win a specific opportunity before the solicitation is released.