When you’ve done similar work for a client, and done it well – sometimes for many years – it’s tempting to think this is all you need to talk about to win again. Unfortunately, when reduced to writing, your great track record only explains who you were yesterday; not who you are today and who you’re planning to be tomorrow.
Talk about your track record, but don’t rest on it. Explain how the client will derive future value from what you’ve done before - in reduced risk, higher quality, know-how and IP.