See It in Action
Last week, I had the privilege of co-hosting an SMPS webinar with Troy Parkinson , Kelly DeWees , and Matt Verderamo , where we explored a topic I am deeply passionate about: Winning Project Interviews.
Winning a project after months—or even years—of pursuit is incredibly rewarding and a testament to the immense effort and dedication put in by the team. Conversely, there’s nothing more disheartening than falling short after all that hard work. At ProjectMark, our mission is to be a key part of why companies win work, and while a robust tech stack is absolutely crucial, it’s only part of the equation. An excellent game plan, comprising the right team, strategy, and passion, is essential to getting the project over the line. I wanted to recap some key takeaways from our discussion below, as we broke down our approach to the "winning the interview" process into four main phases:
The pre-positioning phase is arguably the most critical stage in the project interview process, yet it’s often underestimated, particularly by senior leadership teams. Let’s talk about why it’s important to flip that outlook on pre-positioning.
Pre-positioning isn’t just about gathering ample information on the project and its key stakeholders; it’s also the time to develop an integrated business and account-based marketing strategy. This strategy should enable you to target stakeholders with tailored content that resonates with their specific needs and challenges, communicated through a multichannel approach. LinkedIn is a key tool for building personal brands and implementing marketing efforts that position your firm as distinct from others in the industry. Provide more reasons for your audience to notice your expertise by sharing targeted thought leadership and commentary on topics they value.
While games of golf and other activities are great ways to build connections and gather intelligence, there’s so much more you can optimize to build your credibility with prospective clients.
The pre-positioning phase is also the time to consider how you can demonstrate value that goes beyond price. Fellow panelist Kelly DeWees, a Project Executive at Jay Paul Company, mentioned culture, relationships, and credibility as just a few non-monetary value factors that clients notice on LinkedIn and through email updates. By positioning your firm as a partner that understands and shares the client’s values, you create a foundation of trust before the interview even begins.
A tech stack that organizes and tracks all your pre-positioning efforts is absolutely crucial. This ensures your team is fully aligned and has a data source to refer to when preparing for and executing the interview.
The Request for Proposal (RFP) process is where the pre-positioning legwork really starts to pay off. This phase is about deep engagement and differentiation.
A solid go/no-go process is essential in this phase. It helps inform and direct the allocation of resources, ensuring your team is only investing time and energy into RFPs for projects with a high probability of success. Then, there’s the RFP itself. An RFP should be treated as more than just a formal requirement; it should serve as a way to convey that you truly understand the client. This understanding comes from extensive marketing research (i.e., the legwork you did during pre-positioning). Become so knowledgeable about the client’s needs and challenges that you can anticipate their questions and concerns before they even ask. Make it feel like you’re an easy extension of their team.
How do you make something as black-and-white as an RFP engaging while differentiating your firm from the competition? One strategy that Matt Verderamo discussed during the webinar—and one we’ve seen work firsthand—is to make the client feel genuinely heard. Follow the RFP prompt to a tee, first and foremost, but apply some thoughtfulness and creativity as you go along. Prove that you’ll go the extra mile. This makes a lasting impression and has the potential to position your firm as the obvious choice when it comes time for the interview.
Once you’ve secured the interview, preparation is key. This phase is where your team’s cohesion and confidence are put to the test.
Before the interview, the entire presentation team needs to rehearse together. This isn’t just about practicing what you’ll say; it’s about ensuring that the roles, skill sets, and personalities of your team members are aligned. Bringing the right people into the room is crucial for establishing rapport and demonstrating your firm’s capabilities. It also alleviates discomfort for those who tend to get more anxious. I love what Troy touched on here—just learning to breathe and settle into the interview does wonders.
During the interview, it’s important to remember that less is more when it comes to the presentation. The focus should be on listening. An underrated best practice, mentioned by Matt, is to spend 70% of the interview time listening to the client and only 30% talking. This approach not only takes a little pressure off your team but also shows the client that you’re genuinely interested in their needs above all else. During the time you are talking, do so confidently. Treat it like Day 1. Kelly shared an example of her most memorable interview with a contractor, even years later. They entered the interview with the attitude of the project winner. That kind of aura is palpable and has the power to bring people together, as well as lead and inspire them. Lastly, and while this is probably obvious, remember to respect the client’s time. Keeping an eye on the clock and communicating with the client about whether their schedules can accommodate a longer-than-planned meeting demonstrates professionalism and consideration.
The debriefing phase is often overlooked, but it’s critical if you’re seeking to continuously improve your project interview practices.
Debriefs should be a standard part of the process, regardless of whether you win or lose a project. No matter the outcome, solicit feedback from the prospect at the very end of the interview and share it with your team. Even if the feedback isn’t what you hoped to hear, your team will benefit by becoming masters of accountability. Dedicating time for reflection on what went right and what needs improvement teaches one of the rarest but most highly valued professional skills: the ability to take ownership.
Insights gained from debriefs are paramount if you want to refine your approach to future interviews. And this is another phase of the project interview process where the proper tech stack is invaluable. Something that serves as a single source of truth for any debrief notes, and a way to track learnings and apply them to future interviews, is a no-brainer means of improving upon interview best practices.
In short, by demonstrating genuine value and continuously refining your approach, your firm not only increases its chances of securing more projects but also fosters lasting, meaningful relationships with clients. I hope some of these key takeaways will guide you through the nuances of the project interview process, helping your firm stand out in a competitive field and achieve more wins.
If you'd like a full copy of our presentation or webinar recording, don’t hesitate to reach out and connect!
