1. 1 | WWW.BENTLEY.COM | © 2012 Bentley Systems, Incorporated
Sales strategy is about speed, winning and teamwork

2. 2 | WWW.BENTLEY.COM | © 2012 Bentley Systems, Incorporated
Strategy & Teamwork

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• Focusing on the correct issues with specific people at
the right time
• Growing and Testing a comprehensive plan for your
sales efforts and opportunities
• Enabling you to better communicate with all
stakeholders and your team
• Moving your Sales focus from Tactical to Strategic
Road Map of the Track

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Return on Investment
Level 3
Level 1
Level 2
Productivity
Time
Strategic
Tactical
Competitive &
Advising
Time and $Entry

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First things First – Opportunity Assessment
• Purpose
Provides you (and your manager) with a
structured, repeatable method for analysing a
sales opportunity
• Benefits
– Qualifies Accounts and opportunities faster
and affective by analysing them from the
most critical business and competitive
perspective
– Invest time, energy and resources on the
most likely opportunity that you can win
– Allows you to communicate the key issues
• Output
– Comprehensive Assessment of Account and
opp’s
1 ASSESS THE OPP
2
SET THE COMPETITIVE
STRATAGY/EXACT
NEEDS
3
IDENTIFY THE KEY
PLAYERS
4
RELATIONSHIP
STRATAGY
5
TURN IDEAS INTO
ACTIONS

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Key Questions
• Is there a real and noticeable opportunity?
• Can we compete, flank, coexist, Defend or attack on a full
frontal basis
• Can we win?
• Is it worth winning and do we want to win?

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Is there a Opportunity (Business Objectives)
Customer
Application or
Project
Customer Business
Profile
Customers
Financial Condition
Access To Funds
• What are the customers requirements?
• What is the customers key issues and objectives
• Who initiated the Project?
• How does this project fit into the customers business strategy?
• What is the customers products and services?
• What are their key markets?
• Who are their customers?
• What is driving the customers business internally and externally?
• What are their revenue and profit trends?
• How does their financials compare to similar companies?
• What is their financial outlook?
• What is the customer’s key performance metrics?
• What is the budget for purchasing or the project?
• What is the customers budgeting process?
• What is the priority of this project?
• What are the customers alternative uses of this capital?
Customer
Application or
Project
Customer Business
Profile
Customers
Financial Condition
Access To Funds
• What are the customers requirements?
• What is the customers key issues and objectives
• Who initiated the Project?
• How does this project fit into the customers business strategy?
• What is the customers products and services?
• What are their key markets?
• Who are their customers?
• What is driving the customers business internally and externally?
• What are their revenue and profit trends?
• How does their financials compare to similar companies?
• What is their financial outlook?
• What is the customer’s key performance metrics?

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Confucius Says
“He who cannot describe the problem
will never find the solution”

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Compelling Event – Business Issue
Business Profile
Business
Drivers
Business
Initiatives
Compelling
Event
• Why does the customer have to act?
• What is the Deadline for the customer to make a decision?
• What are the consequences if the project is delayed?
• What is the payback for the customer if this project/initiative is
a success?
• What will be the measurable impact on the customers
business?

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Can we compete?
Formal Decision
Criteria
Solution Fit
Sales Resources
Required
Current
Relationship
• What are the customers decision criteria?
• What is the formal decision criteria?
• Which decision criteria is the most important? Why?
• Who formulated the decision criteria?
• How well does your solution solve the customer’s problem?
• What does the customer Think?
• What modifications or enhancements will be required?
• What external resources do you need to meet the customers requirements?
• How much time will the sales team need to invest on this opportunity?
• What additional internal or external resources will you need to win?
• What is the project/initiative cost of sale?
• What is the opportunity Cost?
• What is the status of your relationship?
• What is the status of each competitor's relationship with the customer?

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Value Proposition
Business Profile
Bus
Drivers
Bus
Initiatives
Business
Value
Business
Profile
BusDrivers
BusInitiatives
• Defines your Unique business Value
• Specific to Customer
• Creates a specific or measurable business outcome
• Sets the Customers expectations
• Assures your ability to deliver
Business Profile
Bus
Drivers
Bus
Initiatives
BusDrivers
BusInitiatives

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Can we win? - Power
Inside Support
Executive Credibility
Cultural Compatibility
Informal Decision
Criteria
• Who in the customers organization wants to win?
• What have they done to indicate their support?
• Are they willing and able to act on your behalf?
• Do they have credibility within their own organization?
• Which executives will be affected or be affected by this decision?
• How have you established trust and credibility with them?
• How will you gain access to them?
• What is your plan to gain return access to them?
• What is the customers culture?
• How does it compare to your company?
• What is the customers philosophy towards vendors and suppliers?
• Can you adjust or adapt? Do you want to adapt?
• How will the decision really be made?
• What intangible, subjective factors could affect this decision?
• What are the unstated issues?
• Who’s private opinions do you know and which ones count?
Political Alignment
• Who is the most powerful people involved in this decision?
• Do they want you to win? Why?
• Are they able to influence or change the decision criteria?
• Can they create a sense of urgency? How have they demonstrated this?

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Is it worth winning?
Short Term Revenue
Future Revenue
Profitability
Degree of Risk
• What is the order amount?
• Does it exceed your threshold?
• When will it close?
• Is it within your time frame?
• What is the potential for future business in the next year? OR Three years?
• Does it exceed your threshold?
• How is this project/initiative/purchase linked to the future?
• How will you ensure that the customers promises becomes commitments?
• What is the projected profit on this sales opportunity
• Does it exceed your profitability threshold?
• What impact will discounts have on your profit and credibility?
• How do you increase the profitability on this order?
• How can your solution fail?
• What are the critical dependencies in delivering value to the customer?
• How can the customer cause your solution to fail?
• What is the impact on your business if you fail?
Strategic Value
• What is the value of this opportunity to you beyond the revenue?
• How does this opportunity fit in your business plan?
• How can you leverage this opportunity into revenue from other companies?
• How will this opportunity help you improve your product or service?

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