The mobile opportunity: what every business leader needs to know
How to know if there is an opportunity
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How to know if there is an Opportunity ?
From: IBM Signature Selling Method
Reference Guide
Page 27 - 30
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4 Area’s of Questions
1. Is there an Opportunity ?
2. Can we Compete ?
3. Can we Win ?
4. Is it Worth Winning ?
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1. Is there an Opportunity
1. Customer’s Business Initiatives
2. Customer’s Business/Market Profile
3. Customer’s Financial Condition
4. Access to Funds
5. Compelling Reason to Act
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1. Is there an Opportunity
1. Customer’s Business InitiativesCritical Questions that adress the viability of the opportunity
• What are the customer’s Business Initiatives as they relate to this project ?
• What are the Customer’s key issues and objectives for this project ?
• Who initiated this project? Who will be working on the project ?
• How does this project link to the customer’s Business Initiatives ?
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1. Is there an Opportunity
2. Customer’s Business/Market ProfileCritical Questions that adress the viability of the opportunity
• What are the customer’s products and services?
• What are its key markets?
• Who are its key customers and competitors?
• What is driving the customer’s business internally and externally?
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1. Is there an Opportunity
3. Customer’s Financial ConditionCritical Questions that adress the viability of the opportunity
• What are the customer’s revenue and profit trends?
• How do its financials compare to similar companies?
• What is the financial outlook?
• What are the customer’s key performance metrics?
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1. Is there an Opportunity
4. Access to FundsCritical Questions that adress the viability of the opportunity
• What is the budget for this project?
• What is the customer’s budgetting process?
• What is the priority of this project compared to others?
• What are the customer’s alternative uses of capital?
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1. Is there an Opportunity
5. Compelling Reason to ActCritical Questions that adress the viability of the opportunity
• Why does the customer have to act?
• What is the deadline for the customer to make a descision?
• What is the payback for the customer if the project is completed on time?
• What will be the measurable impact on the customer’s business?
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2. Can we Compete?
6. Formal decision making proces
7. Solution Fit/Business Initiatives
8. Solution Fit/IT Preferences
9. Resource/Capability Requirements
10. Unique Business Value
11. Current Customer Realtionship
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2. Can we Compete?
6. Formal decision making procesCritical Questions that adress the viability of the opportunity
• What are the customer’s decision criteria?
• What is the formal decision process?
• Which decision criteria are most important? Why?
• Who formulated the decision criteria?
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2. Can we Compete?
7. Solution Fit/Business InitiativesCritical Questions that adress the viability of the opportunity
• How well does our Solution adress the Customer’s Business Initiatives?
• What does the Customer think?
• What modifications or enhancements will be required?
• What external resources do we need to meet the Customer’s Requirments?
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2. Can we Compete?
8. Solution Fit/IT PreferencesCritical Questions that adress the viability of the opportunity
• How well does our Technology Solution interface with the Customer’s current IT Preferences?
• Have we developed a Total Solution that includes the Integrated Solution Concept?
• Does our IT Solution solve the Customer’s problem? What does the Customer think ?
• Do we need any external resources to meet the Customer’s Requirements?
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2. Can we Compete?
9. Resource/Capability RequirementsCritical Questions that adress the viability of the opportunity
• How much time will the Sales Team need to invest on this opportunity?
• What additional internal or external resources and capabilities will you need to win this opportunity?
• What is the projected Cost of Sales?
• What is the opportunity Cost?
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2. Can we Compete?
10. Unique Business ValueCritical Questions that adress the viability of the opportunity
• What is the specific or measurable business result that we will deliver?
• How does the customer define value? How will they measure it?
• How have we quantified this value in the Customer’s terms?
• How does this value differentiate us from our competitors?
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2. Can we Compete?
11. Current Customer RealtionshipCritical Questions that adress the viability of the opportunity
• What is the status of your relationship with the Customer?
• What is the status of each competitor’s relationship with the Customer?
• Whose relationship provides cometitive advantage for this opportunity?
• How do you and each of your competitors comapre to the customer’s view of the ideal relationship?
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3. Can we Win?
12. Access to Power
13. Customer’s Buying Vision
14. Informal descision-making proces
15. Political Alignment
16. Cultural Compatibility
17. Evaluation Plan
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3. Can we Win?
12. Access to PowerCritical Questions that adress the viability of the opportunity
• Who in the Customer’s organisation wants us to win?
• What have they done to identicate their support?
• Are they willing and able to act on your behalf?
• Is that person in Power? Could that person be defined as a Power Sponsor?
• Have we created a Sponsor Letter and reviewed it with that person?
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3. Can we Win?
13. Customer’s Buying VisionCritical Questions that adress the viability of the opportunity
• Does the Customer have a Buying Vision for this opportunity?
• Do we thoroughly understand the customer’s Buying Vision?
• Did we help craft that buying vision?
• Are we aligned with the customer’s Buyning Vision for this opportunity?
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3. Can we Win?
14. Informal descision-making procesCritical Questions that adress the viability of the opportunity
• How will the decision really be made?
• What intangible, subjective factors could affect this decision?
• What are the unstated issues?
• Whose private opinions do we know? Which ones count?
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3. Can we Win?
15. Political AlignmentCritical Questions that adress the viability of the opportunity
• Who are the most powerful people involved in this decision?
• Do they want us to win? Why?
• Are the able to influence or change the decision criteria?
• Can the create a sense of urgency? How have they demonstrated this in the past?
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3. Can we Win?
16. Cultural CompatibilityCritical Questions that adress the viability of the opportunity
• What is the Customer’s culture?
• How does this comapre with our company?
• What is the Customer’s philosophy towards vendors and suppliers?
• Can we adjust or adapt? Do we want to?
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3. Can we Win?
17. Evaluation PlanCritical Questions that adress the viability of the opportunity
• Have we created an Evaluation Plan for this opportunity?
• Have we reviewed the Evaluation Plan with our Power Sponsor?
• Do we have the Power Sponsor?s Agreement with the overall Plan?
• Have we included some mutual checkpoints within the Plan?
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4. Is it Worth Winning?
18. Short-term revenue
19. Future revenue
20. Profitability
21. Degree of Risk
22. Strategic Value
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4. Is it Worth Winning?
18. Short-term revenueCritical Questions that adress the viability of the opportunity
• What is the order amount?
• Does this exceed our threshold? >$___________
• When will it close?
• Is it within our time frame? <_______ days
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4. Is it Worth Winning?
19. Future revenueCritical Questions that adress the viability of the opportunity
• What is the potential for further business within the next year? Within the next 3 years?
• Does this exceeds our thresholds?
• How is this project or application linked to future revenue? Have we considered all the e-business potential associated with this customer?
• How will you ensure customer promises become commitments?
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4. Is it Worth Winning?
20. ProfitabilityCritical Questions that adress the viability of the opportunity
• What is the projected profit on this sales opportunity?
• Does it exceed our profit threshold?
• What impact will discounts have on profitability?
• How can we improve the profitability on this opportunity?
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4. Is it Worth Winning?
21. Degree of RiskCritical Questions that adress the viability of the opportunity
• How could we cause our Solution to fail?
• What are the critical dependencies in delivering value to the customer?
• How could the customer cause our Solution to fail?
• What is the impact on our business if the Solution fails?
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4. Is it Worth Winning?
22. Strategic ValueCritical Questions that adress the viability of the opportunity
• What is the value of this Opportunity to us beyond the revenue?
• How does this Opportunity fit in our Business Plan?
• How can we leverage this Opportunity into revenue from other companies or markets?
• How will this Opportunity help us improve our product or service?
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•Solution
•Reputation
Frontal
•A -> B
•A -> A+1
Flanking
•Niche
•Coexistence
Fragment
•Insulate
•Isolate
Defend
•Invest
•Delay
Develop
Do you have a 3:1 advantage ?
Can you change or expand the buying
criteria ?
Can you find a profitable subset of the opportunity
that you can win?
Do you have a position in the account you must
protect ?
Is there future revenue (#19) or strategic value
(#22)
Disengage
N
N
N
N
N
Start
Is there a compelling reason to act (#5) or can you create one ?
Can you compete ? (#6...#11)
N N
YYY
Y
Y
Y
Y