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Pre-Sales, Solution Design and Bid Management
                  An Overview
XYZ reports 50% revenue growth and 40% rise in Net Profits during Q1 FY13

Fresh orders of $200mn were secured during the quarter, resulting in $990mn of
executable order book over the next 12 months.

Twenty new customers were added in this quarter.




 What all does it take to build order-book and bring new business to the company?

 Whether it is one single person or a group of persons, who are working tirelessly day in
 and day out to make sure company is sustainable?
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
Its about………………….




                    …………………….?
Buyer Considerations………….?




Seller Considerations………….?
S
O       P
    P
C       A
    N
S   uspecting


O                   P
         P
C                   A
         N
S

     Suspecting

         Generating the sales lead

            Marketing Campaigns

            Trade Fairs, Industry Forums

            Online Marketing, Social Media

            Inside Sales Team
S   uspecting


O                   P   rospecting


         P
C                        A
         N
S      P

     Prospecting

           Qualifying the sales lead

              For   a    sales    lead  to    qualify as   a    sales
              prospect, qualification must be performed and evaluated
              –

                  Product Applicability / Fitment of Solution

                  Ability to afford our solution

                  Time frame of purchase
S   uspecting


O                   P   rospecting


         P
C                   A     nalysis


         N
S      P      A

     Analysis

           Taking the qualified prospect through a question and
           answer session to identify the requirements

           Help the buyer identify and quantify a business need
           or a ‘gap’ between where prospect is today and where
           it want to be in future

           SPIN
S      P     A

     Analysis

           SPIN
S   uspecting


O                   P   rospecting


    P   roposals


C                   A     nalysis


         N
S      P      A     P

     Proposals

           Come up with a business proposal suggesting
           various products/services that will suffice the need of
           the prospect

           Includes Cost, Schedule and other information
S   uspecting


O                    P   rospecting


    P   roposals


C                    A     nalysis


    N   egotiation
S      P      A     P     N

     Negotiation

           Negotiate the terms set in the business proposal

              Pricing (Technique & Amount)

              Scope of the Project

              Timeline
S   uspecting


O                             P   rospecting


             P   roposals


C   losure                    A     nalysis


             N   egotiation
S      P      A     P     N     C

     Closure

           Making the actual sale

              Getting the Sign-Off / Purchase Order

              Getting the SOW signed
S   uspecting


Repeat   O   rder                    P   rospecting


                    P   roposals


  C   losure                         A     nalysis


                    N   egotiation
S      P      A     P     N     C    O

     repeat Order

           Maintaining the relationship with client and brining
           more orders through

           Cross Selling, Other Project Opportunities

           Order Renewals
S   uspecting


Repeat   O   rder                    P   rospecting


                    P   roposals


  C   losure                         A     nalysis


                    N   egotiation
 Hunters




             Farmers
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
 Pre Sales includes the
   entire gamut of activities involved in preparing to engage
   with prospects / clients,
   and includes specific responses to client requests
Responding        to   Client
Responding to
   Client       Requests
  Requests
                   Responding             to
                   RFP, RFI, RFQ

                   Providing any information
                   to the client, which helps
                   him    take   the   buying
                   decision

                   General client queries
                   about      solutions and
                   capabilities
Supporting Client Visits
Responding to
   Client
  Requests                        Prospects / clients may
                                  visit the vendor’s office
                Supporting
                Client Visit


                                  To see the         vendor’s
                                  infrastructure

                                  Gives      vendor      an
                                  opportunity to showcase its
                                  capability and do cross-
                                  selling
Visiting Clients
Responding to
   Client
  Requests                        Visiting        client   for
                                  meetings
                Supporting
                Client Visit


                                  Due diligence – to get a
                                  clear understanding of the
                                  requirement
                  Visiting
                  Clients         May      also      include
                                  demonstration of Proof-Of-
                                  Concepts or product

                                  Solution Presentation to
                                  the Client
Interfacing with Internal & External
                               Groups to Design Best Fit Solution
Responding to
   Client                      for Client
  Requests
                                  Need to interface & coordinate
                Supporting
                Client Visit
                                  with
                                      Technical     Competency
                                      Centres

                  Visiting            Functional SME
                  Clients

Interfacing &
                                      Legal and Financial
Coordinating
                                      Delivery Teams

                                      Recruitment

                                      Third Party / OEMs
Marketing Support
            Responding to
               Client
              Requests                        For various marketing
                                              events, need to support
                            Supporting
                            Client Visit
                                              marketing team through

                                                 Offering             and
                                                 Capability        related
Marketing
 Support                      Visiting           documents,     brochures
                              Clients            and posters
            Interfacing &
            Coordinating                         Extended capability (if
                                                 any) through alliances
                                                 with    other product
                                                 development firms or
                                                 niche vendors
Competitor Analysis & Market
             Responding to
                Client                      Scanning
               Requests
                                               Clients receive response
Competitor                   Supporting
 Analysis                    Client Visit
                                               from multiple vendors, so
                                               one must know where does
                                               it stand against competition
Marketing
 Support                       Visiting        What is our competition in
                               Clients         an industry / for a specific
             Interfacing &
                                               bid opportunity and what
             Coordinating                      are    their    offerings  /
                                               differentiators

                                               Market scanning is done
                                               through market research
                                               reports, analyst reports
Responding to
             Client Requests

Competitor                      Supporting
 Analysis                       Client Visit




Marketing
 Support                       Visiting Clients



              Interfacing &
              Coordinating
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
 RFI / EOI

   Request for Information / Expression of Interest

   These are usually relatively short documents that ask
   specific questions about the vendor and services vendor
   provides

   Capability Evaluation

   Often used as pre-qualifier to determine which vendors
   will receive an RFP or RFQ – Vendor Empanelment
 RFP

  Request for Proposal

  These are often lengthy documents that provide detailed
  information on requirements
      functions & workflow,
      business goals,
      integration specs, etc
  to the vendors so they may propose a solution which
  meets the Client’s needs and goals

  It often includes scope of requirements, pricing
  requirements, contract terms & conditions, as well as
  detailed case studies & reference requirements
 RFQ

  Request for Quotes

  Can be part of an RFP or RFI

  This is a request for pricing based on what's outlined in
  the RFI or specified in an RFP, or can be used as a request
  for ala carte pricing for various service options
RFI , RFP & RFQ

  A company can do any one or more of the above, usually
  in the order shown

  Often the RFP may incorporate both the RFI and RFQ as
  sections of the doc, and also include other evaluation
  steps such as a demo, proof-of-concept or presentation

  A big advantage of using RFI, RFP or RFQ in software
  evaluation is that it allows vendors to self-eliminate
  because they can better assess their own chances

  This helps the buyer narrow down the choices to the
  most feasible solutions
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
?
 Effort Estimation

   Estimating how much effort it is going to take to
   complete the project

   Various industry standard methodologies are used for
   effort estimation like FP, WBS, SMC

   Given in Person Months
 Technical Solution

   Technical Solution, addressing the client’s requirements

      Technology Selection

      Technical Architecture

      Technology Stack

      Licensing / Sizing Information

      Infrastructure / Hosting Solution

      Compliance to NFR
 Functional Solution

   Functional Solution, addressing the client’s requirements

      Functional Flow

      Fitment of any existing frameworks

      Compliance to FR
 Project Execution Methodology

  Which Methodology     will   be   followed   for   project
  implementation
     Waterfall
     Iterative
     Agile

  Client specified or Vendor recommended methodology

  Warranty, Maintenance & Support
 Project Plan

   Timelines to implement the project

   Milestones to complete various stages of the project

   Activities to be performed and various deliverables
 Resourcing & Team

  Recommended Team structure

  Onsite / Offshore composition

  Different Roles identified

  No of resources for each identified role

  Sample CV / Positioning for key roles
?
 Effort Estimation

 Technical Solution

 Functional Solution

 Project Execution Methodology

 Project Plan

 Resourcing & Team
 Executive Summary – Cover Letter

 Value Proposition

 Understanding of Requirements - Client’s Pain Points

 Solution

 Vertical & Technical Capability –
 Accelerators, Case Studies & References

 Pricing

 Vendor Information
1.
     • Understanding the Sales Cycle

2.
     • What is Pre-Sales

3.
     • RFx

4.
     • Solution Design

5.
     • Bid Management
Bid Qualification Form
1.   Project Name/Bid Title

2.   Client name

3.   Business Domain (Finance / Insurance / Transport, etc)

4.   Type of Request (RFP / RFI / Estimation only)

5.   Type of Bid (Please mark X in column)
             Custom Software Development                      Workflow Application
             Application Support & Maintenance                Packaged Software
             Systems Integration                              Enterprise Knowledge Solution
             Legacy Modernization & Maintenance               Other:

6.   Items required from Offshore (Please mark X in appropriate columns)
             Complete Proposal                              Response to RFI
             Technical Solution Only                        Presentation
             Project Estimates Only                         Other:

7.   Critical Success Factors for winning the Bid



8.   What is the Account Managers assessment of the
     probability that NIIT will be selected?

9.   What is the budget the client has in mind for this assignment?
10.   Technological preferences of client, if any?

11.   General Information
       Milestone                                         Date
       RFP/RFI published by Client
       RFP/RFI sent to Offshore
       Submission to Client
       Response needed from Offshore
       Client briefing (if any)
       Likely decision by client

12.   Main Competitors’



13.   Is there a preference for local vendor (Yes/No)?

14.   What is Approx. Planned Gross Margin from
      Sales Team?

15.   Any other Information relevant to this bid


16.   Name of Account Manager & Geo
Bid Team Formation
                                                                                Bid Plan
Kick-off meeting - Roles and Responsibilities

     Understanding Business Problem / Requirement                                    Deal Strategy
                                                                                      Document
     Win Theme – Differentiators, Value proposition

          Technical and Functional Solution
                                                                                           Effort & Cost
          Execution Approach                                                                Estimation

          Estimation, Resource Plan

               Proposal Preparation
                                                                                               Proposal
               Integration of all information (Commercial part by Sales Team)
               Stitching the proposal
Review
  s                  Final Review and Submission
Cycles
                     • Final Review of Entire proposal
                     • Submission to prospect
                     • Archival of proposals
10 tips to prepare a winning proposal

1.    Focus on the Customer
2.    Customize and personalize
3.    Define the Solution
4.    Calculate Benefits--Buyer Value
5.    Show Non-financial Benefits—Buyer Value
6.    Describe the Methodology
7.    Include Differentiator
8.    Highlight Business Information More Than Technical Information
9.    Develop Proposal Standards
10.   Ensure the Quality Standards
Presentation
   Know your audience
   Establish the context
   Include only essentials, from customers perspective
   Establish a structure (agenda)
   Ensure a flow, in order of importance
   Use of mnemonics, pictures, graphs – must be relevant
   Using the right tone.
    ◦ Tone is determined by
       Choice of words, expressions, sentences
       Modulation
       Facial expression, body language
       Voice

                 “Client buys you first then your company”
“winning isn’t everything
                            it’s the only thing”.

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Presales, solution design & bid management an overview

  • 1. Pre-Sales, Solution Design and Bid Management An Overview
  • 2. XYZ reports 50% revenue growth and 40% rise in Net Profits during Q1 FY13 Fresh orders of $200mn were secured during the quarter, resulting in $990mn of executable order book over the next 12 months. Twenty new customers were added in this quarter. What all does it take to build order-book and bring new business to the company? Whether it is one single person or a group of persons, who are working tirelessly day in and day out to make sure company is sustainable?
  • 3. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 4. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 5. Its about…………………. …………………….?
  • 7. S O P P C A N
  • 8. S uspecting O P P C A N
  • 9. S  Suspecting Generating the sales lead Marketing Campaigns Trade Fairs, Industry Forums Online Marketing, Social Media Inside Sales Team
  • 10. S uspecting O P rospecting P C A N
  • 11. S P  Prospecting Qualifying the sales lead For a sales lead to qualify as a sales prospect, qualification must be performed and evaluated – Product Applicability / Fitment of Solution Ability to afford our solution Time frame of purchase
  • 12. S uspecting O P rospecting P C A nalysis N
  • 13. S P A  Analysis Taking the qualified prospect through a question and answer session to identify the requirements Help the buyer identify and quantify a business need or a ‘gap’ between where prospect is today and where it want to be in future SPIN
  • 14. S P A  Analysis SPIN
  • 15. S uspecting O P rospecting P roposals C A nalysis N
  • 16. S P A P  Proposals Come up with a business proposal suggesting various products/services that will suffice the need of the prospect Includes Cost, Schedule and other information
  • 17. S uspecting O P rospecting P roposals C A nalysis N egotiation
  • 18. S P A P N  Negotiation Negotiate the terms set in the business proposal Pricing (Technique & Amount) Scope of the Project Timeline
  • 19. S uspecting O P rospecting P roposals C losure A nalysis N egotiation
  • 20. S P A P N C  Closure Making the actual sale Getting the Sign-Off / Purchase Order Getting the SOW signed
  • 21. S uspecting Repeat O rder P rospecting P roposals C losure A nalysis N egotiation
  • 22. S P A P N C O  repeat Order Maintaining the relationship with client and brining more orders through Cross Selling, Other Project Opportunities Order Renewals
  • 23. S uspecting Repeat O rder P rospecting P roposals C losure A nalysis N egotiation
  • 24.  Hunters  Farmers
  • 25. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 26.  Pre Sales includes the entire gamut of activities involved in preparing to engage with prospects / clients, and includes specific responses to client requests
  • 27.
  • 28. Responding to Client Responding to Client Requests Requests Responding to RFP, RFI, RFQ Providing any information to the client, which helps him take the buying decision General client queries about solutions and capabilities
  • 29. Supporting Client Visits Responding to Client Requests Prospects / clients may visit the vendor’s office Supporting Client Visit To see the vendor’s infrastructure Gives vendor an opportunity to showcase its capability and do cross- selling
  • 30. Visiting Clients Responding to Client Requests Visiting client for meetings Supporting Client Visit Due diligence – to get a clear understanding of the requirement Visiting Clients May also include demonstration of Proof-Of- Concepts or product Solution Presentation to the Client
  • 31. Interfacing with Internal & External Groups to Design Best Fit Solution Responding to Client for Client Requests Need to interface & coordinate Supporting Client Visit with Technical Competency Centres Visiting Functional SME Clients Interfacing & Legal and Financial Coordinating Delivery Teams Recruitment Third Party / OEMs
  • 32. Marketing Support Responding to Client Requests For various marketing events, need to support Supporting Client Visit marketing team through Offering and Capability related Marketing Support Visiting documents, brochures Clients and posters Interfacing & Coordinating Extended capability (if any) through alliances with other product development firms or niche vendors
  • 33. Competitor Analysis & Market Responding to Client Scanning Requests Clients receive response Competitor Supporting Analysis Client Visit from multiple vendors, so one must know where does it stand against competition Marketing Support Visiting What is our competition in Clients an industry / for a specific Interfacing & bid opportunity and what Coordinating are their offerings / differentiators Market scanning is done through market research reports, analyst reports
  • 34. Responding to Client Requests Competitor Supporting Analysis Client Visit Marketing Support Visiting Clients Interfacing & Coordinating
  • 35. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 36.  RFI / EOI Request for Information / Expression of Interest These are usually relatively short documents that ask specific questions about the vendor and services vendor provides Capability Evaluation Often used as pre-qualifier to determine which vendors will receive an RFP or RFQ – Vendor Empanelment
  • 37.  RFP Request for Proposal These are often lengthy documents that provide detailed information on requirements functions & workflow, business goals, integration specs, etc to the vendors so they may propose a solution which meets the Client’s needs and goals It often includes scope of requirements, pricing requirements, contract terms & conditions, as well as detailed case studies & reference requirements
  • 38.  RFQ Request for Quotes Can be part of an RFP or RFI This is a request for pricing based on what's outlined in the RFI or specified in an RFP, or can be used as a request for ala carte pricing for various service options
  • 39. RFI , RFP & RFQ A company can do any one or more of the above, usually in the order shown Often the RFP may incorporate both the RFI and RFQ as sections of the doc, and also include other evaluation steps such as a demo, proof-of-concept or presentation A big advantage of using RFI, RFP or RFQ in software evaluation is that it allows vendors to self-eliminate because they can better assess their own chances This helps the buyer narrow down the choices to the most feasible solutions
  • 40. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 41. ?
  • 42.  Effort Estimation Estimating how much effort it is going to take to complete the project Various industry standard methodologies are used for effort estimation like FP, WBS, SMC Given in Person Months
  • 43.  Technical Solution Technical Solution, addressing the client’s requirements Technology Selection Technical Architecture Technology Stack Licensing / Sizing Information Infrastructure / Hosting Solution Compliance to NFR
  • 44.  Functional Solution Functional Solution, addressing the client’s requirements Functional Flow Fitment of any existing frameworks Compliance to FR
  • 45.  Project Execution Methodology Which Methodology will be followed for project implementation Waterfall Iterative Agile Client specified or Vendor recommended methodology Warranty, Maintenance & Support
  • 46.  Project Plan Timelines to implement the project Milestones to complete various stages of the project Activities to be performed and various deliverables
  • 47.  Resourcing & Team Recommended Team structure Onsite / Offshore composition Different Roles identified No of resources for each identified role Sample CV / Positioning for key roles
  • 48. ?
  • 49.  Effort Estimation  Technical Solution  Functional Solution  Project Execution Methodology  Project Plan  Resourcing & Team
  • 50.  Executive Summary – Cover Letter  Value Proposition  Understanding of Requirements - Client’s Pain Points  Solution  Vertical & Technical Capability – Accelerators, Case Studies & References  Pricing  Vendor Information
  • 51. 1. • Understanding the Sales Cycle 2. • What is Pre-Sales 3. • RFx 4. • Solution Design 5. • Bid Management
  • 52.
  • 53. Bid Qualification Form 1. Project Name/Bid Title 2. Client name 3. Business Domain (Finance / Insurance / Transport, etc) 4. Type of Request (RFP / RFI / Estimation only) 5. Type of Bid (Please mark X in column) Custom Software Development Workflow Application Application Support & Maintenance Packaged Software Systems Integration Enterprise Knowledge Solution Legacy Modernization & Maintenance Other: 6. Items required from Offshore (Please mark X in appropriate columns) Complete Proposal Response to RFI Technical Solution Only Presentation Project Estimates Only Other: 7. Critical Success Factors for winning the Bid 8. What is the Account Managers assessment of the probability that NIIT will be selected? 9. What is the budget the client has in mind for this assignment?
  • 54. 10. Technological preferences of client, if any? 11. General Information Milestone Date RFP/RFI published by Client RFP/RFI sent to Offshore Submission to Client Response needed from Offshore Client briefing (if any) Likely decision by client 12. Main Competitors’ 13. Is there a preference for local vendor (Yes/No)? 14. What is Approx. Planned Gross Margin from Sales Team? 15. Any other Information relevant to this bid 16. Name of Account Manager & Geo
  • 55. Bid Team Formation Bid Plan Kick-off meeting - Roles and Responsibilities Understanding Business Problem / Requirement Deal Strategy Document Win Theme – Differentiators, Value proposition Technical and Functional Solution Effort & Cost Execution Approach Estimation Estimation, Resource Plan Proposal Preparation Proposal Integration of all information (Commercial part by Sales Team) Stitching the proposal Review s Final Review and Submission Cycles • Final Review of Entire proposal • Submission to prospect • Archival of proposals
  • 56. 10 tips to prepare a winning proposal 1. Focus on the Customer 2. Customize and personalize 3. Define the Solution 4. Calculate Benefits--Buyer Value 5. Show Non-financial Benefits—Buyer Value 6. Describe the Methodology 7. Include Differentiator 8. Highlight Business Information More Than Technical Information 9. Develop Proposal Standards 10. Ensure the Quality Standards
  • 57. Presentation  Know your audience  Establish the context  Include only essentials, from customers perspective  Establish a structure (agenda)  Ensure a flow, in order of importance  Use of mnemonics, pictures, graphs – must be relevant  Using the right tone. ◦ Tone is determined by  Choice of words, expressions, sentences  Modulation  Facial expression, body language  Voice “Client buys you first then your company”
  • 58. “winning isn’t everything it’s the only thing”.