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.
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
Customer Perception- of You & Your Competition Perception
Customer Perception- of You & Your Competition Your Perception
Customer Perception- of You & Your Competition Customer’s Perception
Ask the Customer
Whether youwin or lose
Ex Customer staff
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