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Understand B2B Buying & Selling

ExamineOpportunity dynamics

How to Organize to Close Deals?

Closing the Deal – When is the right time to do ask for the Order ?

THINKING OUTSIDE INan extensive training series by

THINKING OUTSIDE IN 1.2Closing the Deal – NPC 2016 © MindIT Learning Pvt Ltd – Confidential & Proprietary Information. Duplication is Prohibited.

NEED TO KNOW MORE OF YOU…

HOW MANY OF YOU …

Are from B2C Companies ?QAre from B2B and B2G companies ?QHow many are from Sales/Client Acquisition function ?QHow many are from Product Companies ?QHow many are from Services Organizations ?QHow many are from Bid/Proposal Management function ?Q

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LET’S DEBATE !

Q What is the difference between a CUSTOMER and a CLIENT ?Q

CUSTOMER

CLIENT

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TransactionalLeast

Huge (millions)Marketing & Advertising

NilNil

Customer ClientTransactional Relationship Deep

Understanding

Least Switching cost High

Huge (millions) Volume Few (thousands)

Low Value High

Marketing & Advertising

Selling References &Individual Selling

Nil Organization Connect Many to Many

Nil Customization High

Customer to Client Continuum !

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ALIGN SALES PROCESS TO BUYING PROCESS…

OpportunityAssessment

ProposalPreparation

Prepare RFP

EvaluateProposals

Marketing OpportunityManagement

ProposalPlanning

PostSubmittal

Identify Need

Define Requirements

Release RFP

Presentation& Award

Business Issue Assess Needs Evaluate Solutions Resolve

& Implement

Account Plan

Marketing Plan

Strategic Plan

OpportunityQualification

Bid Go/NO GO

ConvinceStakeholders

Capture Plan

Draft ExecutiveSummary

ContentPackages

Proposal Plan

Proposal

Red Team Review

Storyboards

Lessons Learned

Final Offer

OralPresentation

BUYING CYCLE

KEY MILESTONES

SELLING PHASES

VERIFIABLE OUTCOMES AT EVERY PHASE

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WHERE IS YOUR SPEND ?Source : Association of Proposal Management Proposals (www.apmp.org)

PRE RFP PHASE PROPOSAL PHASE POST SUBMISSION

20%

40%

60%

80%

Leaders - Proactive

Followers - Reactive

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REST of the Organization• Low Energy• Slow Closure• High Attention to Detail• Process Driven• Fixed Salary

SALES• High Energy• Quick Closure• Low Attention to Detail• Process – Hindrance ?• Ethics/Honesty ?• Commission/Number Driven

Need to harness different mindsets

The Sales department isn’t the whole company, but the whole company better be

the Sales department

Philip Kotler

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THE OPPORTUNITY QUADRANTRFP BASED• Early in the cycle• Critical• Critical• Rigid• Critical• Unknown

NON-RFP BASED• Iterative• Multiple opportunities• Multiple opportunities• Flexible• Critical• Reasonably known

..Opportunity Qualification....Organization Selling..

..Competitive Intelligence....Buying Cycle..

..Solution Selling....Buying Factors..

• Medium• Low• Flexible• Critical• Reasonably known

• Iterative• Low• Can be influenced• Iterative• Can be influenced

..Opportunity Qualification....Organization Selling..

..Buying Cycle....Solution Selling....Buying Factors..

EXIS

TIN

G C

LIEN

TPR

OSP

ECT

THINKING OUTSIDE IN 1.9Closing the Deal – NPC 2016 © MindIT Learning Pvt Ltd – Confidential & Proprietary Information. Duplication is Prohibited.

THE OPPORTUNITY TYPESOPPORTUNITY TYPE YOUR ORGANIZATIONCLIENT

• Infrequent• Organization wide impact• High risk

• High value• Stretch for your organization• Highly customized response• May require partnering

STRATEGIC

• Functional• Medium risk• Niche requirement

• Organization sweet spot• Medium customized response• Medium opportunity qualification

OPERATIONAL

• Commoditized• Lead by procurement• Routine

• High volume• Routine response• No opportunity qualification• Expect a high win ratio

TRANSACTIONAL

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Process

Skills

Content

Bringing Boredom to Excitement…

Closing the Deal

• Opportunity Management• Solutioneering

• Win Strategy• Reviews

• World Class Proposals• Defense and Negotiations

• Consultative Selling• Relationship Building

• Internal Selling• Sales Leadership

• Content Management Strategy & Process

• White Papers• Sales Decks• Credentials

• Organization data

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DEVELOPING A CLIENT HEAT MAP

User Decision Maker

ApproverEvaluator

Hostile

Neutral

Supporter

Sponsor

Non-Supporter

JERRY Innovator/Visionary

PragmatistConservative/Laggard

CHANGE PROPENSITY

COVERAGE

No/Brief Contact

Some Contact

Multiple Contacts

YOUR RELATIONSHIP

BUYING ROLE

SUE

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CHALLENGES IN DEVELOPING AN UNDERSTANDING !

TECHNIQUESLack of a consistentand easy technique to build understanding

DIFFERENCESDifferent individuals

in team come with different world views

ITERATIONSTypically requires multiple iterations with client stakeholders (not always available)

BIASESLeaving our

own biases out

METHODNeed for an easy method to present and review our understanding

STRUCTURENeed a structure to help us drive the downstream

process

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WHAT GOES INTO Closing the Deal ?

SALES PRE-SALES

CLIENT

Pains/Gains

YOUR SOLUTION

Competition Intelligence(Anecdotal)

Competition Intelligence

(Markets)

Client Intelligence

(external)

PROCESS

• Understand Client Context

• Right Solution

• Credentials• Capability Right Content

Right People

Client Intelligence

(internal)

A Winning Proposition

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YOUR CHOICE !

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Many a times it ends up this way….

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Welcome all Questions !