Sales & Proposal Process

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Sales & Proposal Process

  1. 1. Sales & Proposal Process Anand Subramaniam
  2. 2. Highlights <ul><li>Sales Milestones </li></ul><ul><li>Selling Activities </li></ul><ul><li>Buying Activities </li></ul><ul><li>Roles </li></ul><ul><li>Selling Tools </li></ul><ul><li>Proposal Process </li></ul>
  3. 3. What and Why <ul><li>An approach for revenue generating activities (license and service) that will: </li></ul><ul><li>Improve communication and management </li></ul><ul><ul><li>Account planning/deal reviews </li></ul></ul><ul><ul><li>Forecasting </li></ul></ul><ul><ul><li>Resource planning </li></ul></ul><ul><li>Increase our chances of win </li></ul><ul><ul><li>Help us to focus on things that make a difference </li></ul></ul><ul><ul><li>Help us to pinpoint trouble </li></ul></ul><ul><li>Help us remember the customer’s role in the decision </li></ul>
  4. 4. Sales Process ON CONFIRMED SHORTLIST DEMO (Pre-Sales) REQUIREMENT ESTABLISHED SUSPECT QUALIFIED NOT QUALIFIED SUSPECT CONTRACT / CUSTOMER PREFERRED VENDOR STATUS & NEGOTIATING
  5. 5. <ul><li>Pain / Fit/ Funding Confirmed. </li></ul><ul><li>Meets Ideal Account Profile, is an Account we would want to do business with </li></ul><ul><li>Customer articulates pain / funding </li></ul><ul><li>Compelling Event Identified </li></ul><ul><li>Services Solution Initiated and / or Partner’s value proposition </li></ul><ul><li>Verifies Vendor has Viable Solution & Fit </li></ul><ul><li>Total Solution Defined: </li></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><li>Customer Team Validates Solution & Short-list’s Vendor </li></ul><ul><li>Legal / Finance Review Completed </li></ul><ul><li>Formal Solution Proposal Presented </li></ul><ul><li>Closing Strategy Established </li></ul><ul><li>Vendor Selected </li></ul><ul><li>Approval Process & Timing Defined </li></ul><ul><li>License / Services Agreements Successfully Negotiated </li></ul><ul><li>Customer Signs: </li></ul><ul><ul><li>License Contract </li></ul></ul><ul><ul><li>Consulting Services Agreement </li></ul></ul><ul><ul><li>Statement of Services Agreement </li></ul></ul><ul><li>Customer Relationship Transferred to Vendor / Partner </li></ul><ul><li>Product Shipped </li></ul><ul><li>Project Kickoff Scheduled </li></ul><ul><li>Confirms Receipt of Product </li></ul><ul><li>Project Kickoff Scheduled </li></ul><ul><li>Pass to Sales for minimum assessment </li></ul><ul><li>Lead Accepted </li></ul><ul><li>Responds to Pre-Qualification Questions via Marketing or sales executive conversation </li></ul>SUSPECT QUALIFIED REQUIREMENT ESTABLISHED DEMO ON CONFIRMED SHORTLIST PREFERRED VENDOR STATUS & NEGOTIATING CONTRACT / CUSTOMER NOT QUALIFIED SUSPECT Vendor Milestones Customer Milestones Milestones must be accomplished prior to moving forward to the next stage. Sales Milestones
  6. 6. <ul><li>Engage Vendor </li></ul><ul><li>Research Account Info. </li></ul><ul><li>Work w/Vendor to Meet and identify partner </li></ul><ul><li>Initiate Oppty. Plan </li></ul><ul><li>Hand-off Lead to Channel if Appropriate </li></ul><ul><li>Understand customer pain/fit/funding </li></ul><ul><li>Budget, time frame to make a decision </li></ul><ul><li>Company Size </li></ul><ul><li>Buy-In Demo </li></ul><ul><li>Define cust. Constraints - timing, budget, personnel, infrastructure </li></ul><ul><li>Level 1 Tech. Review </li></ul><ul><li>Assemble Team </li></ul><ul><li>Define Win Strategy </li></ul><ul><li>Define Vendor / Partner strategy </li></ul><ul><li>Finalize opportunity plan w/win strategy </li></ul><ul><li>Build business case / ROI/ value prop. for customer </li></ul><ul><li>Salesperson has called and has determined the need </li></ul><ul><li>Align References </li></ul><ul><li>Prepare pricing & proposal, gain Vendor approvals </li></ul><ul><li>Respond to RFP </li></ul><ul><li>Level 2 Survey </li></ul><ul><li>Demonstration </li></ul><ul><li>Executive Strategy Workshop </li></ul><ul><li>Proposal presentation meeting </li></ul><ul><li>Plan for competitive attack </li></ul><ul><li>Define implementation & training solution </li></ul><ul><li>Internal Sign off on bid by Vendor </li></ul><ul><li>Site/Corporate Visit </li></ul><ul><li>Re-confirm Solution, Implementation Plan </li></ul><ul><li>Introduce all contractual agreements </li></ul><ul><li>Introduce Implementation Team members </li></ul><ul><li>Respond to competitive attack </li></ul><ul><li>Prepare Negotiation strategy </li></ul><ul><li>Conduct Contract Summary Mtg. </li></ul><ul><li>Negotiate Contractual Issues </li></ul><ul><li>Determine Documents/ Schedule for Signatures </li></ul><ul><li>Secure Signature </li></ul><ul><li>Management Sign-Off </li></ul><ul><li>Risk Mitigation strategy detailed </li></ul><ul><li>Target Partner notified </li></ul><ul><li>Deliver Kick Off Meeting </li></ul><ul><li>Send Brochures </li></ul><ul><li>Reference/ Register Prospect for Up-coming Events </li></ul><ul><li>Place Prospect in Target List for Future Campaign </li></ul><ul><li>Proactively identify opportunity </li></ul><ul><li>General Website enquiry </li></ul><ul><li>Seminar attendance </li></ul><ul><li>Name from tradeshow </li></ul>SUSPECT QUALIFIED REQUIREMENT ESTABLISHED DEMO ON CONFIRMED SHORTLIST PREFERRED VENDOR STATUS & NEGOTIATING CONTRACT / CUSTOMER NOT QUALIFIED SUSPECT Selling Activities -------No Opportunity------------- -----------------Lost Opportunity----------------- Selling Activities
  7. 7. SUSPECT QUALIFIED REQUIREMENT ESTABLISHED DEMO ON CONFIRMED SHORTLIST PREFERRED VENDOR STATUS & NEGOTIATING CONTRACT / CUSTOMER NOT QUALIFIED SUSPECT Buying Activities <ul><li>Need evaluation </li></ul><ul><li>Business vision definition </li></ul><ul><li>Mgmt. evaluation </li></ul><ul><li>Research options - vendor web sites </li></ul><ul><li>Preliminary ROI </li></ul><ul><li>Issue RFI </li></ul><ul><li>Meet with vendor </li></ul><ul><li>Identify references </li></ul><ul><li>Present ROI to executives </li></ul><ul><li>Budget </li></ul><ul><li>Validate business priority </li></ul><ul><li>Assess risk </li></ul><ul><li>Identify other sponsors / stakeholders </li></ul><ul><li>Issue RFP </li></ul><ul><li>Assemble evaluation team </li></ul><ul><li>Begin change management </li></ul><ul><li>Next level executive presentation - commit ROI </li></ul><ul><li>Identify internal decision process </li></ul><ul><li>Confirm budget </li></ul><ul><li>Take vote from evaluation team </li></ul><ul><li>Select vendor </li></ul><ul><li>Plan implementation team and end user roll strategy </li></ul><ul><li>Vendor evaluation process </li></ul><ul><li>Open PO, estimate approval timeframe </li></ul><ul><li>Senior Executive presentation </li></ul><ul><li>Confirm budget </li></ul><ul><li>Sell end users </li></ul><ul><li>Identify implementation resources </li></ul><ul><li>Work with Purchasing </li></ul><ul><li>Define negotiation strategy </li></ul><ul><li>Check references </li></ul><ul><li>PO approved </li></ul><ul><li>Negotiate with 2 vendors </li></ul><ul><li>Validate continued priority </li></ul><ul><li>Present implmtn plan to stakeholders </li></ul><ul><li>Validate priority </li></ul><ul><li>Review analyst & 3rd party information </li></ul><ul><li>Discuss with peers </li></ul><ul><li>Gain organizational buy in </li></ul><ul><li>Reach out to potential vendors </li></ul><ul><li>Get est. price </li></ul><ul><li>Schedule final senior executive presentation plan </li></ul><ul><li>Commit resources </li></ul><ul><li>Complete legal </li></ul><ul><li>Vendor agreement signature </li></ul>Buying Activities
  8. 8. SUSPECT QUALIFIED REQUIREMENT ESTABLISHED DEMO ON CONFIRMED SHORTLIST PREFERRED VENDOR STATUS & NEGOTIATING CONTRACT / CUSTOMER NOT QUALIFIED SUSPECT Customer Roles Vendor Roles Partner/Other Roles <ul><li>Ideal Account Profile Target Contacts </li></ul><ul><li>Account Executive </li></ul><ul><li>Partner Bus. Dev. Mgr. </li></ul><ul><li>Audit Partner </li></ul><ul><li>Opportunity Coach(es) </li></ul><ul><li>Project Manager </li></ul><ul><li>Project Sponsor </li></ul><ul><li>Management </li></ul><ul><li>Product Consultant </li></ul><ul><li>Technical Product Consultant </li></ul><ul><li>RFP/Proposal Coordinator </li></ul><ul><li>Product/Industry SME </li></ul><ul><li>Delivery Mng </li></ul><ul><li>Senior Executive(s) </li></ul><ul><li>Technology Champion(s) </li></ul><ul><li>Functional Champion(s) </li></ul><ul><li>Reference Coordinator </li></ul><ul><li>Customer Service Executive (if prospect) </li></ul><ul><li>Training Delivery Mgr. </li></ul><ul><li>Project Steering/ Purchasing Committee </li></ul><ul><li>Legal Department </li></ul><ul><li>Purchasing Agent(s) </li></ul><ul><li>Legal </li></ul><ul><li>Finance </li></ul><ul><li>PGS Project Manager Elect </li></ul><ul><li>PGS Consultant Elect </li></ul><ul><li>Key Negotiator(s) </li></ul><ul><li>Project Team </li></ul><ul><li>Shipping </li></ul><ul><li>Solutions Delivery Team </li></ul><ul><li>Implementation Team </li></ul><ul><li>Education Delivery Team </li></ul>Roles carry forward from each stage <ul><li>Lead Source/ Key Contact </li></ul><ul><li>Telemarketing Rep </li></ul><ul><li>Field Marketer </li></ul><ul><li>Account Executive </li></ul><ul><li>Client Executive </li></ul><ul><li>Customer Service Executive </li></ul><ul><li>3 rd Party Lead Source </li></ul>Roles
  9. 9. <ul><li>Product Overviews </li></ul><ul><li>Commercial Brochures </li></ul><ul><li>One-Page Solution Overview </li></ul><ul><li>Detailed Brochure </li></ul><ul><li>White Papers </li></ul><ul><li>Customer Success Stories </li></ul><ul><li>Analyst Reports </li></ul><ul><li>Website </li></ul><ul><li>Prospect’s Website </li></ul><ul><li>Opportunity Plan </li></ul><ul><li>Product Doc </li></ul><ul><li>Feature/ Function .ppt </li></ul><ul><li>Competitive Positioning </li></ul><ul><li>Industry Feature Highlights </li></ul><ul><li>Survey Template </li></ul><ul><li>Demonstration Software & Scripts </li></ul><ul><li>Executive Interview Worksheet </li></ul><ul><li>Vendor Pricing </li></ul><ul><li>Reference </li></ul><ul><li>Demo Data </li></ul><ul><li>Benchmark Information </li></ul><ul><li>Country Localization </li></ul><ul><li>Level 2 Survey Template </li></ul><ul><li>Pricing </li></ul><ul><li>Vendor Proposal Template </li></ul><ul><li>Pricing Calculator </li></ul><ul><li>Services Estimator </li></ul><ul><li>Corporate Visit </li></ul><ul><li>Supported Platform Grid </li></ul><ul><li>Corporate Visit </li></ul><ul><li>Executive Event Invitations & Registration Forms </li></ul><ul><li>Vendor Risk Scorecard </li></ul><ul><li>Software License & Services Agreement </li></ul><ul><li>Support Services Terms </li></ul><ul><li>Schedule Templates </li></ul><ul><li>Consulting Services Agreement </li></ul><ul><li>Statement of Services </li></ul><ul><li>Quality Assurance Checklist </li></ul>SUSPECT QUALIFIED REQUIREMENT ESTABLISHED DEMO ON CONFIRMED SHORTLIST PREFERRED VENDOR STATUS & NEGOTIATING CONTRACT / CUSTOMER NOT QUALIFIED SUSPECT Sales Toolkit <ul><li>Marketing Calendar </li></ul><ul><li>Marketing Event Invitations & Registration Forms </li></ul><ul><li>Account Plan </li></ul><ul><li>Vendor CRM used to follow-up marketing and tracking </li></ul>Selling Tools
  10. 10. Demonstration Objectives Minimum Pain & Risk Best Solution Understand Their Business Issues Can Deliver the Solution Build Confidence
  11. 11. Further Considerations Don’t Demo Functionality State Business Objective then show how Tell a story – Prove your case Be an Entertainer Present the Problem then Solution Speak Simply Gain and Maintain Control Seek Confirmation from Audience
  12. 12. <ul><li>Title your proposal to specific risks and opportunities. </li></ul><ul><li>Highlight the client's business problem or need. Avoid boilerplate messages and keep your history and list of services to a minimum. </li></ul><ul><li>Focus on what “C” level want to hear and use their language and / or their industry jargon. Keep the proposal short. </li></ul><ul><li>Your specific approach and recommendations that, will solve the problem and produce positive business results. </li></ul><ul><li>Your value proposition and why your client should choose your recommendation over your competition. </li></ul><ul><li>Evidence of your ability to deliver on time and on budget. </li></ul>Proposal Pointers
  13. 13. Proposal Process Client Executive Proposal Analyst <ul><li>Communicate, read and classify opportunity/RFP release RFP/Opportunity Types : </li></ul><ul><li>Product and Services – refer to Integrated Sales and Service Process for detailed process steps </li></ul><ul><li>Services Only – Complexity, size, and type of proposal determine structuring, resources, and estimator/template tools used in the development of a response. </li></ul><ul><ul><ul><li>Work Order </li></ul></ul></ul><ul><ul><ul><li>Customized Solution Sale </li></ul></ul></ul><ul><ul><ul><li>Packaged Solution </li></ul></ul></ul><ul><ul><ul><li>Proposal or RFP – Is it a simple or complex? </li></ul></ul></ul><ul><ul><li>Simple – Requires use of Estimator and mart Documents. </li></ul></ul><ul><ul><li>Complex – Most complex RFPs includes a partner or could have demands to scope out customizations etc. Requires use of Estimator, RFP Machine, and/or Smart Doc template. </li></ul></ul><ul><ul><li>Enter and maintain status of opportunity/RFP in in the RFP Database. </li></ul></ul><ul><ul><li>Distribute hard and soft copies to anticipated team members and partners for bid or no bid decision </li></ul></ul><ul><ul><li>Create assignment matrix of important dates, red flags, and customer specific requirements (PA). </li></ul></ul><ul><ul><li>Prepare Services Estimate </li></ul></ul><ul><ul><li>Complete and build estimate. </li></ul></ul><ul><ul><li>Prepare Risk Score Card </li></ul></ul><ul><ul><li>Prepare and maintain for duration of engagement. </li></ul></ul>Proposal Request Review Client Executive Sales Manager <ul><li>Build opportunity plan </li></ul><ul><li>Know and manage the customer’s expectations. </li></ul>Discovery Client Executive Sales Manager <ul><li>Identify lead / opportunity – product, services or both? </li></ul><ul><li>Qualify lead and/or opportunity </li></ul><ul><li>Build relationship </li></ul>Qualification Accountable Person Action Required Proposal Process
  14. 14. Proposal Process (Contd) Client Executive <ul><li>Based on size and complexity of deal, submit appropriate documents for review and approval to Solutions Delivery. </li></ul><ul><li>IF Prime or if a Fixed Bid is part of the solution, an Opportunity Overview, Risk Scorecard, and Estimate must be submitted to PGS Management. </li></ul><ul><li>If subcontractor to be used, determine role and complete subcontractor Teaming Agreement </li></ul>Acquire Approvals Client Executive, Proposal Analyst <ul><li>Schedule future meetings and review date (Optional: Red Team Review). </li></ul>Proposal Analyst <ul><li>Set internal deadlines. </li></ul>Client Executive <ul><li>Identify references. </li></ul>Client Executive, Proposal Analyst <ul><li>Identify centralized point of contact for sales and prospect. </li></ul>Client Executive, Proposal Analyst <ul><li>Submit bidders’ questions by deadline. </li></ul>Client Executive <ul><li>Review calendar and plan </li></ul>Client Executive, Proposal Analyst <ul><li>Review and confirm assigned sections. </li></ul>Client Executive <ul><li>Determine additional resources. </li></ul>Client Executive, Solutions Delivery <ul><li>Analyze risks—implementation, software, cost (fixed price or performance bond). </li></ul>Client Executive <ul><li>Discuss partnering requirements. </li></ul>Client Executive <ul><li>Discuss objectives, timelines, background, evaluation criteria, and competition. </li></ul>Client Executive, Solutions Delivery <ul><li>Plan solution, approach and strategy  implementation, interfaces (third party), partnering, and technical architecture. </li></ul>Host Strategy Meeting Accountable Person Action Required Proposal Process
  15. 15. Proposal Process (Contd) Client Executive <ul><li>Based on size and complexity of deal, submit appropriate documents for review and approval to Solutions Delivery. </li></ul><ul><li>IF Prime or if a Fixed Bid is part of the solution, an Opportunity Overview, Risk Scorecard, and Estimate must be submitted to PGS Management. </li></ul><ul><li>If subcontractor to be used, determine role and complete subcontractor Teaming Agreement </li></ul>Acquire Approvals Client Executive, Proposal Analyst <ul><li>Schedule future meetings and review date (Optional: Red Team Review). </li></ul>Proposal Analyst <ul><li>Set internal deadlines. </li></ul>Client Executive <ul><li>Identify references. </li></ul>Client Executive, Proposal Analyst <ul><li>Identify centralized point of contact for sales and prospect. </li></ul>Client Executive, Proposal Analyst <ul><li>Submit bidders’ questions by deadline. </li></ul>Client Executive <ul><li>Review calendar and plan </li></ul>Client Executive, Proposal Analyst <ul><li>Review and confirm assigned sections. </li></ul>Client Executive <ul><li>Determine additional resources. </li></ul>Client Executive, Solutions Delivery <ul><li>Analyze risks—implementation, software, cost (fixed price or performance bond). </li></ul>Client Executive <ul><li>Discuss partnering requirements. </li></ul>Client Executive <ul><li>Discuss objectives, timelines, background, evaluation criteria, and competition. </li></ul>Client Executive, Solutions Delivery <ul><li>Plan solution, approach and strategy  implementation, interfaces (third party), partnering, and technical architecture. </li></ul>Host Strategy Meeting Accountable Person Action Required Proposal Process
  16. 16. Proposal Process (Contd) Client Executive <ul><li>Negotiate contract. </li></ul>Close Client Executive, Proposal Analyst <ul><li>Client Executive informs Proposal Team of results. </li></ul><ul><li>Win – Move to transition steps </li></ul><ul><li>Lose – Recap reasons for future proposals </li></ul><ul><li>Enter Win / Loss into RFP/Projects view in RFP 2000 Database </li></ul>Track Wins & Losses Client Executive <ul><li>Prepare overheads. Lead discussions and technical support. </li></ul>Orals/Demos Proposal Analyst, Client Executive <ul><li>Archive proposal and related documents (delivered proposal, RFP, Services Estimate, Risk Score Card and signed approval forms) in database </li></ul><ul><li>All proposals (RFPs, Docs and related documents) including those generated must go to regional Proposal Analyst for archiving. </li></ul>Archive Proposal Analyst <ul><li>Produce required number of copies. </li></ul><ul><li>Prearrange or determine delivery method. </li></ul><ul><li>Acquire confirmation and time of receipt. </li></ul>Deliver to Customer Proposal Analyst <ul><li>Incorporate suggestions from review. </li></ul><ul><li>Coordinate and produce final draft for production. </li></ul>Final Response Client Executive <ul><li>Review proposal draft and provide suggestions, changes, etc. </li></ul>Proposal Review Proposal Analyst <ul><ul><li>Obtain appropriate proposal templates or Docs from the RFP Database. </li></ul></ul><ul><ul><li>Design master proposal outline and format. </li></ul></ul><ul><ul><li>Monitor and maintain a detailed accounting of the status of each segment. </li></ul></ul><ul><ul><li>Acquire proper signatures on cover letter, certifications and representations. </li></ul></ul><ul><ul><li>Using the knowledge database, Proposal Analysts gather as much content data to shorten the timeline in distributing, verifying responses, and editing in one pass. </li></ul></ul><ul><ul><li>Arrange for a formal, structured review of responses providing feedback to writers early in the process to determine gaps and compliance to requirements. </li></ul></ul><ul><ul><li>Utilize the Services RFP Database and RFP Machine to research Q&As. All new questions, answers and additional content must be logged in the RFP Machine or saved in a separate document for content management processing. </li></ul></ul><ul><ul><li>Review and edit responses for spelling and grammar. </li></ul></ul><ul><ul><li>Edit and rewrite content for consistency, single voice, and professionally well-written document. </li></ul></ul>Develop Proposal Accountable Person Action Required Proposal Process

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