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Using what youve got

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by: Sara Wilson-Thacker & Tricia Peck

by: Sara Wilson-Thacker & Tricia Peck

Published in: Business

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  • 1. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Using What You’ve Got: Preparing for RFPs and Proposals Sara Willson-Thacker & Tricia Peck B2BCamp Summer 2013
  • 2. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. When Procurement Attacks • New products and pioneering services make tasty targets: – Commoditization happens fast – Contacts abdicate “buyer” status – Consultants appear out of nowhere
  • 3. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Prepare by Doing What You’re Already Doing • Add more value to current info and activities • Acknowledge limited resources • Don’t do more than you need to…yet
  • 4. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Before You Get a Request You Need • Aligned Sales & Marketing messaging, reality-checked by Delivery (Ops) You Have • Approval processes for website text & email templates, regular training for ALL, centrally stored competitive intel, etc. 4 Why? Because this. Sales Delivery/OpsMarketing Proposal
  • 5. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Before You Get a Request You Need • An honest assessment of: – Buyer internal awareness – Individual contact awareness – Individual contact style You Have • A CRM tool where you note: – Buyer stakeholder information – Relationships and conversations – Info from additional resources (e.g., LinkedIn) 5
  • 6. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Before You Get a Request You Need • Reliable flow of information across the organization – Know who knows what – Share, share, share! – Be comfortable asking for input, information and ownership You Have 6 Sales DeliveryMarketing Market Demand and Feedback Solution and Customer Feedback Competitive Intel & Market Chatter Market Positioning and Demand Gen Prospect Requests and Challenges Solution Capabilities and Creative Options
  • 7. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Before You Get a Request You Need • Someone to steer the ship – Treat it like any other project – Think about candidates ahead of time – Know your outsourcing options in a pinch You Have • Awesome employees – Known strengths and weaknesses – Cross-functional skills – Calm under pressure 7
  • 8. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. When You Get the Request • Scope it – deliverables, due date, team • Clearly identify and support your designated proposal manager • Remember your roles, balanced with creative contribution – Keep your buyer/evaluator in mind – technical, non-technical • Don’t forget all the work you’ve already done • Determine and document who has the “last red pen”
  • 9. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. My Unofficial Minimum SLA • Say “you” more than “we” • Answer each question, and answer it directly – Corollary: Get to the “yes” as quickly as you can – Corollary: Don’t be afraid of the roadmap • Show, don’t (just) tell • Never, never, never lie
  • 10. Copyright © 2013 AirWatch, LLC. All rights reserved. Proprietary & Confidential. Don’t Forget the Follow-up • Yes, have a debrief – Assess internal process, communication, content – Revisit what you thought you knew about your buyer – Look at the bigger picture: Was this a one-off? The beginning of a trend? The emergence of a consultant? – Understand the situation before you take further action so you don’t waste time, resources or money • Stay in touch with the customer, ask for feedback