Foundation Certification
Study Group - Session 3, Proposal Strategy
Subject Areas
• Assessing your position
• The Three “C”s
Proposal Strategy
• Developing the Winning Strategy
• Issues, Motivators & Hot Buttons
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?
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?
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
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
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 ?
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
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.
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