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Spring 2021
1
Consulting Behaviour
Stream A7
Dr. Benjamin Lehiany
& Stéphane Lesage
Session 4:
The commercial proposal
1. The consulting industry,
actors & hot topics
2. Consulting jobs &
careers
2
3. The mission lifecycle &
consultant toolbox
4. The commercial
proposal
5. The Consultant posture,
ethics & time management
COURSE STRUCTURE & CONTENT
3
The mission life-cycle
The big picture
PRE-SALES
• Prospection
• Promotion
• Call for tenders
POST-MISSION
• Satisfaction survey
• References
QUALIFYING THE NEEDS
• Transform needs into opportunities
• Screen decision process & budget
• Commercial proposal:
• Approach and action plan
• Quotation
PITCH & SELECTION
• Pitch front of the client to
introduce approach, action plan
and submit a quotation
• Selection of the consulting firm
• Bargain before the deal
EXECUTION
• Data collection
• Analysis, Diagnosis
• Project management
• Conclusions and deliverables
CLOSING
• Internally: return on experience /
Knowledge Management
• Externally: Identification of new
needs / joint opportunities
4
What’s the commercial proposal ?
A consulting proposal is a document sent to a potential
client that acts as a sales pitch. It outlines how the
consultant would handle a specific project and under
which conditions. A consulting proposal is also a
marketing document that shows why the consultant’s
experience and skills make them the best fit for the job.
5
The commercial proposal
General structure
Context &
understanding.
• Summarizing key external &
internal factors (strategic
diagnostic).
• Qualifying the need (c.f. SCQ
and Pyramid structure).
Targets & objectives.
Aligning on key objectives and
questions to be addressed (c.f.
SCQ framework).
Methodology &
planning.
• Describing the approach
• Listing the main streams
• Describing deliverables
• Planning & action plan
Governance & Team.
• Profiles and expertise of the
team
• Governance of the project
(steering & decision bodies,
roles and rules)
Financial offer.
• General estimation of the
budget & workload
• Firm commitment
• Payments due dates
Why choosing us?
• Track record
• Knowledge & Know-how
• Reputation
• Differentiation
It’s a contract!
6
Illustration
MBB and Hybrid styles
Remarks about the following illustrations: MBB versus Hybrid company:
• The purpose is purely illustrative – not comparative.
• In fact, both proposals are not comparable as the missions are very different: MBB's proposal is answering a
financial / technical requirement for a Portuguese client in the financial sector; the hybrid company’s proposal is
answering a management / qualitative requirement for a French client in the luxury sector.
• MBB's proposal was made in 2010; Hybrid’s proposal in 2019.
• We have extracted some slides in order to illustrate each step of a proposal. The complete proposals are of
course seamless and perfectly coherent.
• Note that MBB's proposal is made of 117 slides with many financial graphs and tables. Onepoint’s proposal is
made of 45 slides with many immersive examples and pictures.
• The proposals are strictly confidential. Therefore, they have been anonymized.
• Both proposals have been selected. Thus, they can be both considered as relevant examples.
MBB Hybrid company
7
1. Context & understanding
• Summarize your
understanding of the context
and the key issues
• Introduce your knowledge
of the client environment
• What is at stake?
8
1. Context & understanding
MBB style
• A lot of text!
• A lot of data!
• (Almost) no
mistake (see in
red)
• Your slides must
be perfect!
• Generic title
Very small mistake.
Your slides must be perfect!
9
1. Context & understanding
MBB style
• Context of the
requirements
• Generic titles
• MBB's strengths
for this project
10
1. Context & understanding
MBB style
• Macro-
environment
analysis
• Nothing but a
PESTEL analysis
(without saying
it!)
• Qualifying title
11
1. Context & understanding
MBB style
• Growth strategy
• Strategic scope
and
diversification
opportunities
• Qualifying title
12
1. Context & understanding
Hybrid style
• A lot of text!
• No data!
• Friendly design
(image)
• No mistake!
• Qualifying title
13
1. Context & understanding
Hybrid style
• A lot of text!
• No data!
• Friendly design
(image, quotes…)
• No mistake!
• Qualifying title
The
client
logo
14
1. Context & understanding
Hybrid style
• Friendly design
(image, quotes…)
• No mistake!
• Qualifying title
The
client
logo
15
2. Target & Objectives
Aligning on key objectives
and questions to be
addressed (c.f. SCQ
framework).
16
2. Target & Objectives
MBB style
• A lot of text!
• One general
objective
• Specific sub-
objectives
• Generic title
17
2. Target & Objectives
Hybrid style
• Key success
factors
• Three objectives
• Friendly design
• Qualifying title
18
3. Methodology & Planning
A clear methodology
• Describes the structure of
your approach and objectives
• Lists the main stream
• Describes deliverables
(as far as possible
illustrated with concrete
examples)
19
3. Methodology & Planning
MBB style
• Nothing but a
GANTT Chart!
• Generic title
the client
20
3. Methodology & Planning
MBB style
• A detailed GANTT
Chart!
• Generic title
21
3. Methodology & Planning
MBB style
• Clear detailed
methodology
• Illustration with
visuals
• Qualifying title
22
3. Methodology & Planning
MBB style
• Detailed output
• Phases of the
project
• Again, a lot of
content!
• Generic title
23
3. Methodology & Planning
Hybrid style
• Friendly design
• Few text, no data
• Qualifying title
The
client
logo
24
3. Methodology & Planning
Hybrid style
• Nothing but a
GANTT chart!
• Qualifying title
25
3. Methodology & Planning
Hybrid style
• Zoom on the
workshops
• Detailed
deliverables
• Illustrative visuals
The
client
logo
26
4. Governance & Team
• Profiles and expertise of the
team
• Governance of the project
(steering & decision bodies,
roles and rules)
27
4. Governance & Team
MBB style
• Detailed roles and
responsibilities!
• This is key to
prevent potential
conflicts.
• Generic title
28
4. Governance & Team
MBB style
• MBB's
proposal includes
the CVs of all
team members
• Skills oriented
29
4. Governance & Team
Hybrid style
• Team oriented
• No CVs but stories
• Friendly design
• Qualifying title
30
5. Financial offer
• General estimation of the
budget & workload
• Firm commitment
• Payments due dates
31
5. Financial offer
Outlook
• Budget is usually established by the Partners (especially for the daily fees).
• Pertinence of the different project phases (in line with the planning) allows accurate workload
quantification and quotation
• Be aware the quotation will be challenged by the client’s purchaser dept.
• BILL TYPOLOGIES
Billed to the workload = client will be charged depending on the actual attendance of
the consultant(s)
Flat rate bill = the amount of the bill is predetermined for the execution of the project
(whatever the actual workload => be careful to size appropriately the intervention).
Success fees = the conditions of the invoice are predetermined in advance (whatever
the actual workload) as a percentage of the performance attributable to the mission.
!
32
5. Financial offer
MBB style
MBB’s pricing is highly confidential. The invoice is based
on daily fees and workload. The final price may increase
with travel and other expenses.
“It’s a lot of money but it is not expensive.”
33
5. Financial offer
Hybrid style
• General
estimation
• Proposal with
various options
(incl. min
commitment).
• Travel and other
expenses to be
defined
34
6. Why choosing us
• Track record
• Knowledge & Know-how
• Reputation
• Differentiation
35
6. Why choosing us
MBB style
MBB's “Why choosing us?” section includes 52
slides (out of 117). It covers:
• MBB's strengths for this specific project
• Relevant case experience
• MBB's global presence
• Key references in the financial sector
• A presentation of MBB's strategy
• MBB's approach to strategic projects
• MBB's publications
• MBB history
• …
36
6. Why choosing us
Hybrid style
The hybrid company’s “Why choosing us?” section
includes 9 slides (out of 45). It covers:
• A presentation of the hybrid company
• A presentation of its partnership with another company
• A presentation of their strategy and approach to consulting
• A presentation of their ecosystem
• A presentation of the Innovation Business Unit in charge of the project.
1. The consulting industry,
actors & hot topics
2. Consulting jobs &
careers
37
3. The mission lifecycle &
consultant toolbox
4. The commercial
proposal
5. The Consultant posture,
ethics & time management
COURSE STRUCTURE & CONTENT
Next session
ESCP - Consultant behaviour session 4 2021 - Commercial proposal

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ESCP - Consultant behaviour session 4 2021 - Commercial proposal

  • 1. Spring 2021 1 Consulting Behaviour Stream A7 Dr. Benjamin Lehiany & Stéphane Lesage Session 4: The commercial proposal
  • 2. 1. The consulting industry, actors & hot topics 2. Consulting jobs & careers 2 3. The mission lifecycle & consultant toolbox 4. The commercial proposal 5. The Consultant posture, ethics & time management COURSE STRUCTURE & CONTENT
  • 3. 3 The mission life-cycle The big picture PRE-SALES • Prospection • Promotion • Call for tenders POST-MISSION • Satisfaction survey • References QUALIFYING THE NEEDS • Transform needs into opportunities • Screen decision process & budget • Commercial proposal: • Approach and action plan • Quotation PITCH & SELECTION • Pitch front of the client to introduce approach, action plan and submit a quotation • Selection of the consulting firm • Bargain before the deal EXECUTION • Data collection • Analysis, Diagnosis • Project management • Conclusions and deliverables CLOSING • Internally: return on experience / Knowledge Management • Externally: Identification of new needs / joint opportunities
  • 4. 4 What’s the commercial proposal ? A consulting proposal is a document sent to a potential client that acts as a sales pitch. It outlines how the consultant would handle a specific project and under which conditions. A consulting proposal is also a marketing document that shows why the consultant’s experience and skills make them the best fit for the job.
  • 5. 5 The commercial proposal General structure Context & understanding. • Summarizing key external & internal factors (strategic diagnostic). • Qualifying the need (c.f. SCQ and Pyramid structure). Targets & objectives. Aligning on key objectives and questions to be addressed (c.f. SCQ framework). Methodology & planning. • Describing the approach • Listing the main streams • Describing deliverables • Planning & action plan Governance & Team. • Profiles and expertise of the team • Governance of the project (steering & decision bodies, roles and rules) Financial offer. • General estimation of the budget & workload • Firm commitment • Payments due dates Why choosing us? • Track record • Knowledge & Know-how • Reputation • Differentiation It’s a contract!
  • 6. 6 Illustration MBB and Hybrid styles Remarks about the following illustrations: MBB versus Hybrid company: • The purpose is purely illustrative – not comparative. • In fact, both proposals are not comparable as the missions are very different: MBB's proposal is answering a financial / technical requirement for a Portuguese client in the financial sector; the hybrid company’s proposal is answering a management / qualitative requirement for a French client in the luxury sector. • MBB's proposal was made in 2010; Hybrid’s proposal in 2019. • We have extracted some slides in order to illustrate each step of a proposal. The complete proposals are of course seamless and perfectly coherent. • Note that MBB's proposal is made of 117 slides with many financial graphs and tables. Onepoint’s proposal is made of 45 slides with many immersive examples and pictures. • The proposals are strictly confidential. Therefore, they have been anonymized. • Both proposals have been selected. Thus, they can be both considered as relevant examples. MBB Hybrid company
  • 7. 7 1. Context & understanding • Summarize your understanding of the context and the key issues • Introduce your knowledge of the client environment • What is at stake?
  • 8. 8 1. Context & understanding MBB style • A lot of text! • A lot of data! • (Almost) no mistake (see in red) • Your slides must be perfect! • Generic title Very small mistake. Your slides must be perfect!
  • 9. 9 1. Context & understanding MBB style • Context of the requirements • Generic titles • MBB's strengths for this project
  • 10. 10 1. Context & understanding MBB style • Macro- environment analysis • Nothing but a PESTEL analysis (without saying it!) • Qualifying title
  • 11. 11 1. Context & understanding MBB style • Growth strategy • Strategic scope and diversification opportunities • Qualifying title
  • 12. 12 1. Context & understanding Hybrid style • A lot of text! • No data! • Friendly design (image) • No mistake! • Qualifying title
  • 13. 13 1. Context & understanding Hybrid style • A lot of text! • No data! • Friendly design (image, quotes…) • No mistake! • Qualifying title The client logo
  • 14. 14 1. Context & understanding Hybrid style • Friendly design (image, quotes…) • No mistake! • Qualifying title The client logo
  • 15. 15 2. Target & Objectives Aligning on key objectives and questions to be addressed (c.f. SCQ framework).
  • 16. 16 2. Target & Objectives MBB style • A lot of text! • One general objective • Specific sub- objectives • Generic title
  • 17. 17 2. Target & Objectives Hybrid style • Key success factors • Three objectives • Friendly design • Qualifying title
  • 18. 18 3. Methodology & Planning A clear methodology • Describes the structure of your approach and objectives • Lists the main stream • Describes deliverables (as far as possible illustrated with concrete examples)
  • 19. 19 3. Methodology & Planning MBB style • Nothing but a GANTT Chart! • Generic title the client
  • 20. 20 3. Methodology & Planning MBB style • A detailed GANTT Chart! • Generic title
  • 21. 21 3. Methodology & Planning MBB style • Clear detailed methodology • Illustration with visuals • Qualifying title
  • 22. 22 3. Methodology & Planning MBB style • Detailed output • Phases of the project • Again, a lot of content! • Generic title
  • 23. 23 3. Methodology & Planning Hybrid style • Friendly design • Few text, no data • Qualifying title The client logo
  • 24. 24 3. Methodology & Planning Hybrid style • Nothing but a GANTT chart! • Qualifying title
  • 25. 25 3. Methodology & Planning Hybrid style • Zoom on the workshops • Detailed deliverables • Illustrative visuals The client logo
  • 26. 26 4. Governance & Team • Profiles and expertise of the team • Governance of the project (steering & decision bodies, roles and rules)
  • 27. 27 4. Governance & Team MBB style • Detailed roles and responsibilities! • This is key to prevent potential conflicts. • Generic title
  • 28. 28 4. Governance & Team MBB style • MBB's proposal includes the CVs of all team members • Skills oriented
  • 29. 29 4. Governance & Team Hybrid style • Team oriented • No CVs but stories • Friendly design • Qualifying title
  • 30. 30 5. Financial offer • General estimation of the budget & workload • Firm commitment • Payments due dates
  • 31. 31 5. Financial offer Outlook • Budget is usually established by the Partners (especially for the daily fees). • Pertinence of the different project phases (in line with the planning) allows accurate workload quantification and quotation • Be aware the quotation will be challenged by the client’s purchaser dept. • BILL TYPOLOGIES Billed to the workload = client will be charged depending on the actual attendance of the consultant(s) Flat rate bill = the amount of the bill is predetermined for the execution of the project (whatever the actual workload => be careful to size appropriately the intervention). Success fees = the conditions of the invoice are predetermined in advance (whatever the actual workload) as a percentage of the performance attributable to the mission. !
  • 32. 32 5. Financial offer MBB style MBB’s pricing is highly confidential. The invoice is based on daily fees and workload. The final price may increase with travel and other expenses. “It’s a lot of money but it is not expensive.”
  • 33. 33 5. Financial offer Hybrid style • General estimation • Proposal with various options (incl. min commitment). • Travel and other expenses to be defined
  • 34. 34 6. Why choosing us • Track record • Knowledge & Know-how • Reputation • Differentiation
  • 35. 35 6. Why choosing us MBB style MBB's “Why choosing us?” section includes 52 slides (out of 117). It covers: • MBB's strengths for this specific project • Relevant case experience • MBB's global presence • Key references in the financial sector • A presentation of MBB's strategy • MBB's approach to strategic projects • MBB's publications • MBB history • …
  • 36. 36 6. Why choosing us Hybrid style The hybrid company’s “Why choosing us?” section includes 9 slides (out of 45). It covers: • A presentation of the hybrid company • A presentation of its partnership with another company • A presentation of their strategy and approach to consulting • A presentation of their ecosystem • A presentation of the Innovation Business Unit in charge of the project.
  • 37. 1. The consulting industry, actors & hot topics 2. Consulting jobs & careers 37 3. The mission lifecycle & consultant toolbox 4. The commercial proposal 5. The Consultant posture, ethics & time management COURSE STRUCTURE & CONTENT Next session