Download - APMP Foundation Certification - Session 3 - Proposal Strategy

Transcript
Page 1: APMP Foundation Certification - Session 3 - Proposal Strategy

Foundation Certification

Study Group - Session 3, Proposal Strategy

Page 2: APMP Foundation Certification - Session 3 - Proposal Strategy

Subject Areas

• Assessing your position

• The Three “C”s

Proposal Strategy

• Developing the Winning Strategy

• Issues, Motivators & Hot Buttons

Page 3: APMP Foundation Certification - Session 3 - Proposal Strategy

Assessing your sales position

What is your current sales situation?

Where does the competition stand?

What is the customer’s perception about your organisation?

What is the customer’s perception about the competition?

Page 4: APMP Foundation Certification - Session 3 - Proposal Strategy

The 3 Cs - Customer, Capability, Competition

Understanding the Customer !

• Organisation !• The Opportunity !• Evaluation Approach

1. What do they really want? 2. What do they don’t want? 3. What will their bosses ask?

Page 5: APMP Foundation Certification - Session 3 - Proposal Strategy

The 3 Cs - Customer, Capability, Competition

Aligning your Capability

• Identify the customer’s key requirements

!• Identify the key areas you can do

better than the competition !• Identify the key areas of problems and

how you will address them

Page 6: APMP Foundation Certification - Session 3 - Proposal Strategy

The 3 Cs - Customer, Capability, Competition

Beating the Competition

• Prepare the Bidders comparison matrix

!• Identify your discriminators

• Identify the competitors weaknesses

• Determine what the customer will achieve by choosing you

!• Ghost the competitors weaknesses

Page 7: APMP Foundation Certification - Session 3 - Proposal Strategy

Issues, Motivators & Hot Buttons

• What is that keeps the prospect awake at night ?

!• What is that the prospect is

trying to achieve ? !• What is that the prospect

has been repeatedly citing ?

Page 8: APMP Foundation Certification - Session 3 - Proposal Strategy

Developing the Winning Strategy

• Identify the buyer segments and their issues

!• Develop your Solution aligned

with the customer issues and requirements

!• Prepare Value Proposition for

each type of buyer !• Draft your “What” and “How”

statements !• Use Trade-Offs !• Document your strategy

Page 9: APMP Foundation Certification - Session 3 - Proposal Strategy

Stay connected with us on Linkedin Study Group for

details of the next webinar on Proposal Development.

Thank You. Abhijit Majumdar CF.APMP!

Associate Vice President! Zensar Technologies Ltd. Pune. India.