Creating Win ThemesCreating Win Themes

Designing EffectiveDesigning EffectiveProposal Messaging

Steve SnowS P j t M Q idiSr. Project Mgr., Qvidian

Anatomy of a Win ThemeAnatomy of a Win Theme

What are they?What are they?Why are they important?Where do you use them?Where do you use them?What does one look like?

What is a win theme?What is a win theme?

Customer focused messagingCustomer-focused messagingLimited, high-level ideas and conceptsMelding of the buyers priorities and theMelding of the buyers priorities and thesellers differentiators/strengthsA compelling storyA compelling story

Qvidian’s win theme definitionQvidian s win theme definition

Win themes tell a clear concise and compellingWin themes tell a clear, concise, and compelling story. They are unique to each sales opportunity, they focus on the customer’s highest-valuedthey focus on the customer s highest valued issues, and they frame your proposal as the best overall solution.

Why are win themes important?Why are win themes important?

Help organize your proposal strategyHelp organize your proposal strategyGrab the evaluator’s attention and differentiate your proposalyour proposalDemonstrate your understanding and frame your solution for the buyersolution for the buyer Give evaluators a reason to select you, even before they read the proposalbefore they read the proposal

Where do you use win themes?Where do you use win themes?

Title page and page headersTitle page and page headersCover/transmittal letterExecutive summaryExecutive summarySection introductionsAt th l l l h i tAt the granular level, where appropriate

Sample Qvidian Win ThemesSample Qvidian Win Themes

Reduce the cost of salesReduce the cost of sales

Qvidian builds proven process improvements intoQvidian builds proven process improvements into our sales platform. More important, because the platform is configurable to each customer’s uniqueplatform is configurable to each customer s unique selling environment, you can customize the application to mirror your selling approach. The process efficiencies you gain from using Qvidian will reduce your overall cost of sales.

Implement a globally scalable solutionImplement a globally scalable solution

The Qvidian platform is highly scalable to meet theThe Qvidian platform is highly scalable to meet the needs of international conglomerates, and smaller companies with plans for future growth. Whethercompanies with plans for future growth. Whether your implementation requirements include different languages, multiple-operating units, or simply a growing sales team, Qvidian can scale accordingly.

Boost team sales moraleBoost team sales morale

Many software applications are not used to theirMany software applications are not used to their potential because they do not match the sales reps’ real-world selling environment. This leads to lowreal world selling environment. This leads to low morale and declining productivity. We’ll configure Qvidian to your specifications and the sales teams’ needs. Our flexible sales effectiveness platform helps promote work processes that increase productivity and job satisfactionproductivity and job satisfaction.

Improve sales collateralImprove sales collateral

How you say things is just as important as whatHow you say things is just as important as what you have to say. Good writing takes effort, and too often companies do not have the internaloften companies do not have the internal resources ensure their content really conveys their important messaging. Qvidian’s team of content experts can help you tell your story in language that is clear, concise, and compelling.

Creating Effective Win ThemesCreating Effective Win Themes

Create a value proposition matrixCreate a value proposition matrixCreate 2-3 compelling win themesStrategically use win themes in yourStrategically use win themes in your proposal

Value Proposition MatrixValue Proposition Matrix

List what the customer most highly valuesList what the customer most highly valuesList your differentiators / business strengthsRank (1 5) how well each strength impacts theRank (1-5) how well each strength impacts the various customer valuesTally the rows and columnsTally the rows and columns

Qvidian Sample Value Proposition MatrixQvidian Sample Value Proposition Matrix

Prdctvty Quality Technical Org.Social Risk

Collabor 5 4 1 5 2 17Collabor. 5 4 1 5 2 17

Mthdlogy 5 5 2 4 2 18

CRM integ 4 4 5 3 3 19

Ramp up 5 3 2 5 2 17

Easy UI 4 3 2 5 4 18

SE experts 5 5 2 4 3 19p

Security 2 2 5 3 5 17

Proj Mgrs 3 3 1 2 5 14

Cust Com 2 2 1 5 3 13Cust Com 2 2 1 5 3 13

35 31 22 41 29

Overall ScoreOverall Score

Prdctvty Quality Technical Org.Social Risk

Collabor 5 4 1 5 2 17Collabor. 5 4 1 5 2 17

Mthdlogy 5 5 2 4 2 18

CRM integ 4 4 5 3 3 19

Ramp up 5 3 2 5 2 17

Easy UI 4 3 2 5 4 18

SE experts 5 5 2 4 3 19p

Security 2 2 5 3 5 17

Proj Mgrs 3 3 1 2 5 14

Cust Com 2 2 1 5 3 13Cust Com 2 2 1 5 3 13

35 31 22 41 29

Productivity & Quality are the highest valuesProductivity & Quality are the highest values

Prdctvty Quality Technical Org.Social Risk

Collabor 5 4 1 5 2 17Collabor. 5 4 1 5 2 17

Mthdlogy 5 5 2 4 2 18

CRM integ 4 4 5 3 3 19

Ramp up 5 3 2 5 2 17

Easy UI 4 3 2 5 4 18

SE experts 5 5 2 4 3 19p

Security 2 2 5 3 5 17

Proj Mgrs 3 3 1 2 5 14

Cust Com 2 2 1 5 3 13Cust Com 2 2 1 5 3 13

35 31 22 41 29

Technology & Risk are the highest valuesTechnology & Risk are the highest values

Prdctvty Quality Technical Org.Social Risk

Collabor 5 4 1 5 2 17Collabor. 5 4 1 5 2 17

Mthdlogy 5 5 2 4 2 18

CRM integ 4 4 5 3 3 19

Ramp up 5 3 2 5 2 17

Easy UI 4 3 2 5 4 18

SE experts 5 5 2 4 3 19p

Security 2 2 5 3 5 17

Proj Mgrs 3 3 1 2 5 14

Cust Com 2 2 1 5 3 13Cust Com 2 2 1 5 3 13

35 31 22 41 29

Hands-on exercisesHands on exercises

LedgerPro Accounting SoftwareLedgerPro Accounting Software

Customer Values LedgerPro StrengthsAcctg for non-acctsEase-of-use

Convenient, secure access

g g

BudgetingPayroll

Easy set-up / useIncome and expense trackingTax liability

Cash flowD t it

trackingBuilt in acctg. helpManage employeesData security

Inventory mgmt.

Manage employees and contractors

Create 2-3 win themesCreate 2 3 win themes

Split into groups of 3Split into groups of 3Complete and tally the LedgerPro matrixPick & rank the top 3 customer values (1 2 3)Pick & rank the top 3 customer values (1-2-3)Match up the most relevant differentiators, and how they impact the selected valueshow they impact the selected values

Use win themes in your sales proposalUse win themes in your sales proposal

Proposal title and subtitleProposal title and subtitleCover letter / Executive SummarySolutions or Pricing sectionSolutions or Pricing section

Moving ForwardMoving Forward

Sample worksheetSample worksheetGroup brainstormingQvidian custom workshopQvidian custom workshop

Th k Y !Thank You!

Q ti & AQuestions & Answers