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APMP Foundation: Establishing Requirements

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Second module in the Bid to Win APMP Foundation Preparation Distance Learning programme.

Covers Intelligence Gathering, Knowledge Management and Sales Participation

Published in: Business
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APMP Foundation: Establishing Requirements

  1. 1. APMP® Accreditation Programme Establishing Requirements: Information Gathering Knowledge Management Sales Participation© APMP 2005 and Bid to Win Ltd 2010 Version: 0v9
  2. 2. Information GatheringChoosing the right opportunities Establishing Requirements Developing Strategy Information Gathering Knowledge Management Sales Participation Managing Time, Cost and Planning the Proposal Phase Communicating your Plan Quality Learning from Experience Understanding the prospect, their perceptions of us and of our competition
  3. 3. Learning objectives –develop the ability to:gather and analyse customer andcompetitive intelligenceidentify gaps in intelligencerecognise different sales methods Syllabus Requirement
  4. 4. Intelligence Gathering• Gather intelligence early• Continue to gather during and after the proposal• Consider: – How much intelligence do we need? – How much intelligence can we afford to gather? – Sources of intelligence on customers and competition
  5. 5. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  6. 6. Customer Informationa Who is the customer – who makes the decisions? What do we know about them? What does the customer need to achieve success? What is affecting them – what is their operating environment? What are the customer’s key concerns or hot buttons? Do you know their important decision dates? How does the customer make decisions? What is the customer’s buying process? Is there anything else that would be useful to know … ?
  7. 7. Customer InformationA Who is the customer – who makes the decisions? What do we know about them? What does the customer need to achieve success? What is affecting them – what is their operating environment? What are the customer’s key concerns or hot buttons? Do you know their important decision dates? How does the customer make decisions? What is the customer’s buying process? Is there anything else that would be useful to know … ?
  8. 8. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  9. 9. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  10. 10. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  11. 11. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  12. 12. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  13. 13. Customer InformationWho is the customer – who makes the decisions?What do we know about them?What does the customer need to achieve success?What is affecting them – what is their operating environment?What are the customer’s key concerns or hot buttons?Do you know their important decision dates?How does the customer make decisions?What is the customer’s buying process?Is there anything else that would be useful to know … ?
  14. 14. Competitor InformationCompetition (Customer view)• What do they think of them?• How have they performed for them in the past?• How well do they know them?• Do they know the competitors’ reference customers?• What further questions should you ask?Competition (Our view)• What do we know about their solution?• Have we lost to them in the past?• What do they know about us?• What else would be good to know?
  15. 15. Analysis• Where are our intelligence gaps? – Customer – Competitors – Industry/Market• Analyse after assembling and collating intelligence and generating data from what-if scenarios
  16. 16. Knowledge Management Organising your information Establishing Requirements
  17. 17. Learning objectives –develop the ability to:be aware of existing internal and external data sourcesand add to the knowledge base Syllabus Requirement
  18. 18. What is Knowledge Management?Knowledge management is the systematic process for : • acquiring, • creating, • synthesising, • sharing, and • usingintelligence, insights, and experiencesto achieve organisational goals.
  19. 19. Sources of Information Internet  3rd party research services Freedom of Information Act  Trade associations Consultancies such as Dun &  Bidders conferences Bradstreet  CRM systems Published information  Ex staff  Annual Reports  Proposal de-briefings  Conferences  Media/Press  Internal capability documents Industry contacts  Visit reports Partners Suppliers
  20. 20. Adding to the Knowledge Base Add all intelligence into a knowledge base Sort intelligence by Customer and/or Competitor Invite others to contribute to the knowledge base
  21. 21. Benefits of Intelligence Gathering Improved understanding of prospect’s needs, motivations and relationships Appreciation of how the prospect perceives us versus competition
  22. 22. Cite the prospect’s vision Studies have found that while nearly all bidders are technically qualified, the organisations selected are the ones that “had the best understanding of the prospect’s business”. Proposal Guide 45
  23. 23. Quick Quiz Question:In accepted best practice which is NOT an aspector benefit of Intelligence Gathering?:a. Help us understand how they perceive the competitionb. Ensures that we submit a competitive proposalc. Continues throughout the sales cycled. Contributes to our knowledge base
  24. 24. How did you do?a. Gathering Intelligence on our prospect should help usunderstand how they perceive the competition.b. Although it will help , gathering Intelligence on ourprospect will not necessarily ensure that we submit acompetitive proposal. So, this is the correct answer.c. Gathering Intelligence should continue throughout thesales cycled. Gathering Intelligence does contribute to our knowledgebase.
  25. 25. Sales Participation:Befriend your sales team Understand how to talk the salesperson’s language
  26. 26. Sales Participation• Knowledge of Sales methodologies Establishing RequirementsSyllabus Requirement
  27. 27. Common Sales MethodologiesSPIN Selling HuthwaiteStrategic Selling Miller HeimanPower Base Selling HoldenTarget Account Selling The TAS GroupSolution Selling SPIConsultative Selling HananFacilitative Selling Lore
  28. 28. Preparing for the e-torialList the information we know about ManCo • People • Motives • RequirementsList the information we know about the Competition • People • Sales Method • Strengths and WeaknessesInstructions for Intelligence Gathering Exercise: • How is the competition perceived by ManCo? • What information are we missing? • Place your work in the Class Space.

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