proposal professionals: the ‘pit crew’ of the selling cycle · proposal professionals: the pit...

March 22, 2018

Proposal Professionals: The ‘Pit Crew’ of the Selling Cycle

B.J. LownieManaging Director

Strategic Proposals LLC

Proposal Professionals: The Pit Crew of the Selling Cycle

Sponsored by Georgia, Florida, and Carolinas APMP Chapters

The information presented/discussed could:

Refresh what you already knowProvide new insights, perspectiveProvide new informationDiffer from what you’ve thought previously000



Guiding principles:

“The greater danger is not that our goals aretoo high and we miss them, but that we aimtoo low and reach them.” Michelangelo

“It seems to me that common sense isn’t allthat common.” Mark Twain



Winning is a Team Effort



Auto racing: Goal/objectives:Finish in the best possible positionRun the fastest race possibleImprove time over last raceAvoid damaging the vehicleGain experience



Auto racing: Requirements:Appropriate vehicleFamiliarity with the trackUnderstanding of competitiorsStrategyCapable driverSupport



Auto Racing Team:OwnerCar ChiefEngineersCrew ChiefPit Crew



Pit Crew:Crew ChiefFlagmanTiresFuelScreensJackman



Pit Crew: Goal/objectivesComplete tasks assigned, as directedAccomplish tasks as quickly as possibleBeat previous times



Pit Crew:Highly specializedSkilled/experiencedPractice/trainMeasure resultsMake adjustments/improvements



Selling: Goal/objectiveAward of businessNext phase (finalist)Gain informationGain experience



What is required in order to “Win”?(What do clients consider when selecting a

provider of services?)



Clients consider: The Components of a “Win”Market position, size, reputationFinancial stabilityRelationshipPrevious experience, similar projectsSolution/offer (including price and terms)Ability to successfully deliver/implementQuality of the proposal submitted



Bear in mind:

A proposal, in and of itself, can not win an opportunity.

A poor‐quality proposal can cause the loss of an opportunity (which might have been won otherwise!).



A proposal can be likened to the sail on a boat:

High‐impact, high‐qualityProperly trimmed, full of air ‐ Propels the boat forward

CompliantReefed ‐ No affect on performance

Poor qualityDragging in the water ‐ Impedes movement, could cause the boat to sink!



The other components* of a “win’ as related to a sailboat/sailing:

Overall account strategy – Best possible course Relationship – Appropriate sea conditionsFinancial stability – Boat and equipment in excellent conditionPrevious experience – Superb seamanshipSolution/offer – Correct boat and equipment

*Outside the scope of a proposal



What are the characteristics of a less than successful proposal

effort?



Characteristics of a less than successfulproposal effort:

Stressful. frustratingUnsatisfying, unrewardingLess than enjoyableWaste of time, energy, moneyDe‐motivating

Never again!



What are the characteristics of a successful proposal effort?



Characteristics of a successful proposal effort:Challenging, excitingSense of accomplishment, camaraderie EnjoyableEffective use of time, energy and moneyMotivating, rewarding

Let’s do that again!



What factors contribute to a proposal effort being successful?



Factors contributing to a proposal effort being successful:

Understanding of the role of proposals within the selling cycleSelection of an appropriate opportunityUnderstanding of the customer’s requirementsUnderstanding of what is required to win an opportunityA clear strategy and compelling story to tell

*Responsibility of Sales and SMEs



Other factors contributing to a proposal effort being successful:Appropriate resourcesUnderstanding respective roles/responsibilitiesHaving a (proven) process in placeAdhering to the process (with appropriate flexibility)



Proposal Resources



Developing a high‐impact, high‐quality proposal requires:

Specific information about the:

Customer

Competition

Company/Capabilities

Owned by Sales and SMEs

The Three C’s




Processes(Proven, defined, trained in, adhered to)For the following:

• Pre and post‐proposal activities• Planning/management• Content design and development • Reviews and approvals• Production




TimeRealistic turnaround time

Being proactive/starting as early as possible = more



Developing a high‐impact, high‐quality proposal requires: A TeamNecessary skills, knowledge, experience

Availability is NOT a skillAvailable time, commitment (part of job objectives)Clearly defined/understood roles and responsibilitiesClearly defined goals and objectives (common,

personal)Ability to work as a team (high performing)



Roles and Responsibilities



The Proposal Team (Leads*):SalesSubject Matter ExpertsThe Proposal Support Function(aka – The Three Headed Partner)

*Has the final say H.W.I.D. ‐ Here’s what I’ve decided



The Proposal Team goals:Understand the RFP instructions and requirementsEnsure compliance with the RFP instructionsAddress all requirementsDevelop the best possible response*

*Receive the highest score

Work efficiently/to the planSubmit on time



Sales:Role/responsibilities

Identify, qualify the opportunityDefine/drive the strategy/key messages(H.W.I.D.)Provide customer information (including earliest possible notice Review and approve (Final H.W.I.D.)



Sales:Measurement

Appropriate opportunityClear, effective strategy – key messagesDepth and timely provision of information on customer/opportunity



Subject Matter Experts:Role/responsibilities

Provide competitive information, analysisSolution/offer development (H.W.I.D.)Information on solution/offer components (products, services, implementation, finance, legal, etc.)



Subject Matter Experts:ProductsServicesImplementationLegalFinanceContractsOther specialtieslegal, etc.)



Subject Matter Experts:Measurement

Competitiveness of solution/offerDepth and timeliness of information on solution/offeReview/approval of solution/offer (Final H.W.I.D.)

es and Responsibilities



Defining a clear, compelling, competitive solution/offer and associated strategic positionProviding clear, correct, complete information in a timely manner (according to the proposal plan schedule).Timely and effective review of the content developed by the Proposal Support function

(NOT content development)

Content Contributors (Sales, SMEs) should be measured on:



The Proposal Support Function(PSF)



The Proposal Support Function goals:Ensure compliance with the RFP instructionsEnsure all requirements are addressedEnsure all questions are answered (All parts)Develop the highest quality content possible*

*From the information provided by Sales and SMEs



The Proposal Support Function goals: (continued)Develop the best possible document

Easy to readEasy to understandEasy to navigateEasy to evaluate and scoreProfessional in all aspects (including adherence to corporate branding guidelines)

Work efficiently/to the planSubmit on time



The Proposal Support Function:Four main areas:

BusinessPlanning/ManagementContent Design and DevelopmentProduction



Business: (Proposal Strategist)Responsibilities

Pre‐proposal activitiesQualification (Proposal questions)Facilitation of strategy, key messages



Business: (Proposal Strategist)Measurement

Preparedness, proactiveAppropriate opportunity (proposal standpoint)Clear understanding of the strategy, key messages



Planning/Management: (Proposal Manager)Responsibilities

Develop the plan, assignmentsMotivate the team, Drive deliverables, Monitor progress, provide statusAdjust plan as needed



Planning/Management: (Proposal Manager)Measurement

Effectiveness of planEfficiencyAbility to work to plan, timely submissionOverall quality of response



Content Design and Development: (Content Developer)

ResponsibilitiesCompliant responses (adheres to instructions)Complete responses (addresses all parts of questionClear articulation of informationIncorporation of strategy, key messages



Content Design and Development: (Content Developer)

MeasurementAppropriate structure to responseQuality of contentOn time development of content



Document Management: Document SpecialistResponsibilities

Version control (Master document)Layout, formattingInsertion of graphicsAttachmentsPrintingShipping (confirming receipt)



Document Management: Document SpecialistMeasurement

Quality of layout, formattingQuality of packaging (hard or soft copy)Timely completion of production, shipping



Consider:Which area is your strength? Your passion?Which is a challenge?

BusinessPlanning/ManagementContent Design and DevelopmentProduction



Remember: Pit crews…… contribute to winning races… have specific goals, objectives…members understand their role… members are highly specialized, skilled… follow a plan… measure their results… practice/train… make adjustment



For additional information/copy ofpresentation

BJ Lownie, CPP [email protected] 305 7479www.strategicproposals.com (website)www.theproposalguys.com (blog)

proposal professionals: the ‘pit crew’ of the selling cycle · proposal professionals: the pit...

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