Developing strategy 0v4 100314

Developing Strategy
Establishing Requirements
Communicating your Plan
Planning the Proposal Phase
Learning from Experience
Choosing the right opportunities
Proposal Strategy Development
Teaming Identification
Winning Price Development
Managing Time, Cost and Quality
Developing Strategy
How are we going to win?

Learning objectives: In this unit we are going to

Understand your customer
“If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”
- Marcus Tullius Cicero circa 54 BC

Because if we want to do business we need to know who makes decisions

Where’s the GIFBP?Creating a Value Based Proposition

What is your Value Proposition?
Starting……………………………...…………………… [implementation date]
As a result of <your company>’s… [service or product]
Client will be able to……...................... [do what specifically]
Resulting in………………………………………….. [quantified business improvement]
With payback within………………………… [timeframe]
We will document ourdelivered value by…………………….……… [result tracking strategy]

Value Propositions varyby the type of buyer:
Consider two examples from a desktop outsource proposition:
For the Technical Buyer
Commencing November 1st 2006, IT professionals will have extensive and varied opportunities for personal growth and advancement within their profession on their transfer to IT Wizards.
IT Wizards will maintain current pay levels for current positions. To maintain our leadership position IT Wizards regularly reviews pay and positions in line with industry standards. Opportunities for training and Development will be provided as part of normal career progression.
For the Economic Buyer:
MegaCorp will experience a £3m reduction in desktop support costs over the next 5 years starting November 1st 2006 by outsourcing support to IT Wizards at a cost of £2m per year. In addition MegaCorp will receive a £500K payment for its current desktop assets.
Annual support costs will reduce by 30% measured against the current agreed baseline. All costs will be clearly visible to you online as documented in monthly invoices and quarterly review summaries.

Exercise

Competitive Analysis
“If you know the enemy
and know yourself,
yourvictory will not stand in doubt”
Developing Strategy
Sun Tzu: “The Art of War”

Proposal Strategy Development
Identify how the customer perceives our organisation
Identify the customer’s perceptions of the competitors
Identify the POSITIVE and NEGATIVE discriminators for the opportunity
Develop proposal strategy statements in a ‘what’ & ‘ how’ format

Competitive Analysis:

Customer Perception- of You & Your Competition
Perception

Your Perception

Customer’s Perception
Ask the Customer
Whether youwin or lose
Suppliers
Teaming Partners
Ex Customer staff
Consultants

Bidder’s comparison matrixGap analysis (an example):
Your Company
Competitor 1
Competitor 2
Customer
Buying Criteria
Resilience



Reduced Footprint



Experienced Vendor Team



50% Reduction in TCO


++
Visible delivery progress in current Fiscal Year
(Current Vendor)
(Current Vendor)


Creating your Proposal strategy:
Headline sentence(s) that pinpoint the key to success in our case:
“In order to win we must……….”
WHAT you are going to do in the proposal
HOW you are going to do it in the proposal
Emphasise the positives
Overcome the negatives
The focus area of your sales messaging:
Driven by Customer Issues
Based on Your Company’s discriminators
Relevant and supported by evidence

Develop Theme Statements from your Proposal Strategy
Theme Statements:
Are derived from the Win Theme
Appear in every major section
Highlight your Discriminators
Linking customer needs to quantified benefits
Linking those benefits to features
Can be either
a concise sentence or paragraph
or a visual
Links benefit to discriminating feature
Answers the question ‘Why us?’

Quick Quiz Question: Which of these statements best describes a theme statement?
Please click on your selection

Sorry! Try again.
“Theme statements link strategy and solution” is not the best description because themes should tell prospects why they should select you. Strategy and solution say more about the seller than the prospect.
“Theme statements link the advantages and benefit ” is not the best description because whilst important, these are saying more about the prospect than they say about why the prospect should buy from you.
The best themes contain your unique discriminators. That is, something the prospect wants which only you can offer.
“Theme statements establish sales objectives” is not the best description because it says what the seller want to achieve for themselves.

Congratulations!
A theme statement links a prospect benefit to the discriminating features of your offer.

In this session we have:

Preparing for the eTorial

Coming up in your next eTorial
Demonstration of competitive analysis tools
SWOT Analysis
Chain of Differentiation

Developing strategy 0v4 100314

by johnhumphries on Mar 17, 2010

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Developing strategy 0v4 100314 — Presentation Transcript