Winning Business Proposals Module 3

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Step-by-step methodology for building winning business proposals - based up Deiric McCann's bestselling book 'Winning Business Proposals' (www.deiricmccann.com)

Step-by-step methodology for building winning business proposals - based up Deiric McCann's bestselling book 'Winning Business Proposals' (www.deiricmccann.com)

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  • 1. Module 3 | Analysing Your Client’s Requirements Winning Business Proposals
  • 2. “ Take care to get what you like, or you will be forced to like what you get” George Bernard Shaw Module 3 | Analysing Client Requirements
  • 3. What’s in this module?
    • Team vs. Individual Proposal Efforts
    • The Requirement - The Key
    • The “Pains” Concept
    • “ Pain Mapping”: a technique for identifying and handling client Pains
    • Preparing an “Outline Requirements Statement”
    • The Pre-Proposal Review (PPR) - An Introduction
    • Using all of the above : A Case Study
    • Preparing to build your Winning solution
    Module 3 | Analysing Client Requirements
  • 4. The Requirement - the key
    • Is the client-supplied RFP / requirement outline always accurate?
    • What if…
      • they don’t understand their own problems?
      • they are too close to see the real underlying problems?
      • they forget some key requirement - and your competitor doesn’t?
    Be sure that you understand what your client really needs, before you begin to formulate your solution Module 3 | Analysing Client Requirements
  • 5. If you get the definition of the requirement wrong, then any solution you propose will be wrong. Module 3 | Analysing Client Requirements Deals are won or lost on the definition of the real requirement
  • 6. “ Where exactly is the pain?”
    • You’re the doctor and “Doctor knows best”
    • First, question:
      • Where does it hurt?
      • What’s the pain like?
      • When did you first notice it?
      • Have you had this pain before?
    Module 3 | Analysing Client Requirements
  • 7. “ Where exactly is the pain?”(2)
    • Then, confirm & diagnose:
      • So, it feels like....
      • Sounds like a case of...
    • Finally, cure:
      • “ I’m going to prescribe a course of...”
    Module 3 | Analysing Client Requirements
  • 8. No Pains, No Gain
    • If it didn’t hurt, they wouldn’t call you
    • Go out of your way to identify the hidden Pain - the one no one else has seen
    • Be happy for any extra Pain you find
    Never fully trust your client’s perceptions of their own problems or requirements. Remember, you’re the doctor! Module 3 | Analysing Client Requirements
  • 9. Finding the pains - Pain Mapping
    • A quick technique for accurate Pain / Requirements analysis
    • Team-oriented to encourage whole team participation
    • Produces Pain Map
    Module 3 | Analysing Client Requirements
  • 10. Retain top Performers (?) (Ghost) Support Non-Performer coaching ’ 99%’ Up time Proven track Record with sales teams Web based solution Single system For entire country Inexpensive to use Affordable upgrades No IT support Or programming Large report Range Structure the Interview process No expensive Certification Or training Identify potential ‘ stars’ at hiring ‘ Plain English’ reports Full Implementation support Low cost To add branches Quick result turnaround Online Self-paced Training (?) (Ghost) Personal Data security Languages for Overseas (?) (Ghost) Ongoing Performance monitoring No large upfront costs Low cost for additional reports Easy candidate set up Track candidates automatically Return on Investment (Ghost)
  • 11. Retain top Performers (?) (Ghost) Support Non-Performer coaching ’ 99%’ Up time Proven track Record with sales teams Web based solution Single system For entire country Inexpensive to use Affordable upgrades No IT support Or programming Large report Range Structure the Interview process No expensive Certification Or training Identify potential ‘ stars’ at hiring ‘ Plain English’ reports Full Implementation support Low cost To add branches Quick result turnaround Online Self-paced Training (?) (Ghost) Personal Data security Languages for Overseas (?) (Ghost) Ongoing Performance monitoring No large upfront costs Low cost for additional reports Easy candidate set up Track candidates automatically Return on Investment (Ghost)
  • 12. ‘ Plain English’ reports Languages for Overseas (?) (Ghost) ’ 99%’ Up time Large report Range Support Non-Performer coaching Quick result turnaround Identify potential ‘ stars’ at hiring Retain top Performers (?) (Ghost) Online Self-paced Training (?) (Ghost) Track candidates automatically Low cost for additional reports Inexpensive to use Affordable upgrades No expensive Certification Or training No large upfront costs Low cost To add branches Return on Investment (Ghost) No IT support Or programming Web based solution Single system For entire country Personal Data security Ongoing Performance monitoring Easy candidate set up Full Implementation support Structure the Interview process Proven track Record with sales teams
  • 13.  
  • 14.  
  • 15. The Pain Map is…
    • Easy to update & work with
    • Used to confirm the requirement with the client
    • The basic outline of one of your proposal sections
    • A working blueprint against which you can develop a winning solution
    • The basis of an extremely accurate requirements definition
    Module 3 | Analysing Client Requirements
  • 16. Pain Mapping Process - An Overview the requirement! Module 3 | Analysing Client Requirements Update the Pain Map with the PPR input Brainstorm on other likely “ Pains” Build a “ Pain Map” List the major “ Pains” Prepare list of questions on the requirement Have a Pre-Proposal Review (PPR) Create “ Outline Requirements Statement”
  • 17. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements List the major “ Pains”
  • 18. 1. List the major Pains
    • Prior to the Pain Mapping session:
    • Assign different aspects of RFP/requirement to each team member
    • Request bullet-point analysis on major identifiable Pains
    • During the Pain Mapping session:
    • Request each team member to provide their bullet-point input
    • Collect input - don’t try to analyse or order
    Module 3 | Analysing Client Requirements
  • 19. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements Brainstorm on other likely “ Pains”
  • 20. 2. Brainstorm on other likely Pains
    • Expand upon the major Pains:
    • Is there anything new that can be concluded from the client-identified Pains?
    • Is there any unstated requirement which the client has not overtly mentioned, assuming you will discern it?
    • Can you speculate on other areas which the client must address to meet the requirement fully?
    • What are the client’s competitors doing in this area?
    Module 3 | Analysing Client Requirements
  • 21. 2. Brainstorm on other likely Pains
    • Commercial Pains
    • What do they wish to achieve by solving this problem?
    • Why try to solve it now ; what benefits will accrue?
    • What happens if it’s not solved ?
    • Why invited you to solve it?
    • Have their competitors solved this problem? How?
        • Remember three broad objectives:
        • increase turnover, decrease costs,
        • improve market positioning
    Module 3 | Analysing Client Requirements
  • 22. 2. Brainstorm on other likely Pains
    • Technical Pains
    • Do they wish to increase line efficiency ?
    • Are they trying to reduce waste in some process?
    • Are down-times a problem?
    • Are current systems unreliable, expensive to maintain?
    • Do they wish to make a process faster ?
    • Are there simply better technical solutions than they currently have?
    • Do they wish to appear to be more technically advanced ?
    Module 3 | Analysing Client Requirements
  • 23. 2. Brainstorm on other likely Pains
    • Personal Pains:
    • Who stands to gain / lose from a successful / unsuccessful solution?
    • Is the power with the Commercial, Technical or Finance people?
    • Which individual has greatest input into the selection decision?
    Many of these will become out at the PPR or will be known from current account knowledge Module 3 | Analysing Client Requirements
  • 24. 2. Brainstorm on other likely Pains
    • Think About “Ghosts”
    • Do some client industry research:
      • Client industry issues
      • Competitors & client positioning
      • Basis of competition
      • Trends
    • Create “Pains” which you feel your client must have, whether they realise it or not
    Module 3 | Analysing Client Requirements
  • 25. 2. Brainstorm on other likely Pains
    • “ Incubation” and “Weeding”
    Module 3 | Analysing Client Requirements
  • 26. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 27. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 28. 4. Create Outline Reqs Statement
    • An Outline Requirement Statement:
    • Is a bullet-point summary of the client’s requirement
    • Provides basis for internal client requirements review
    • Provides basis for requirements review with client
    • Is the “blueprint” for your Winning solution
    • Is the framework for a whole key section of your proposal
    … and it’s terribly easy to produce from your Pain Map Module 3 | Analysing Client Requirements
  • 29. 4. Create Outline Reqs Statement
    • Costs
    • Improved Service
    • Technical Solution
    • Commercial Solution
    The main aspects of the requirement in order of priority, in client language Our initial investigation shows your requirement under four main headings: Module 3 | Analysing Client Requirements
  • 30. 4. Outline Reqs Statement: Costs
    • Bullet-point summary of Pain A1
    • Bullet-point summary of Pain A2
    • Bullet-point summary of Pain A3
    • Bullet-point summary of Pain A4
    • Bullet-point summary of Pain A5
    The main points under this heading in order of client priority, and in client language Module 3 | Analysing Client Requirements
  • 31. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 32. 5. Prepare questions on the requirement
    • Team brainstorm to prepare a list of any further information required, e.g.:
      • More detailed information on client-identified requirements
      • Unstated, team-identified requirements that must be confirmed
      • Any other gaps in the teams knowledge of the requirement
    Module 3 | Analysing Client Requirements
  • 33. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 34. 6. Have Pre-Proposal Review (PPR)
    • The PPR is a formal client meeting to:
    • Confirm your understanding of the requirements
    • Collect any additional information you need
    • Present an outline solution (if any at this stage)
    • Sell the client on “partnering” to meet their needs
    • Position you as a problem-solving consultant
    Module 3 | Analysing Client Requirements
  • 35. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 36. 7. Update “Pain Map” with PPR input
    • Discuss/brainstorm new PPR information
    • Fit new Pains into your Pain Map
    • Remove invalid Pains from the Pain Map
    • Review your Pain Map:
      • Are the column headings still appropriate?
      • Should any columns be dropped or merged?
      • What’s the order of priority of the columns?
      • Have any more Personal Pains information?
    Module 3 | Analysing Client Requirements
  • 37. Pain Mapping Process – 7 Simple Steps the requirement! Create “ Outline Requirements Statement” Module 3 | Analysing Client Requirements
  • 38. Now that you have a good handle on the true client requirements, time to consider building a Winning solution to meet them Module 3 | Analysing Client Requirements
  • 39. “ If time be of all things precious, wasting time must be the greatest prodigality, since lost time is never found again; and what we call time enough always proves little enough” Benjamin Franklin Module 3 | Analysing Client Requirements
  • 40. Are you an in-house trainer or a sales trainer / consultant? Want a full set of these slides to integrate into your own programs? These are available to all bulk purchases of the latest edition of ‘Winning Business Proposals’ who purchase 200 copies or more in hard copy or electronic formats. For pricing information or any other enquiries: please use the contact form on www.deiricmccann.com Would you like a full set of all 7 modules of this course in an editable PowerPoint format?