Capture Planning for Strategic Wins
Capture Planning for Strategic Wins training.
Description
Introduction |
Learning Outcomes |
Exercises |
| Introduction | Define objectives Participant introductions | |
| Understanding the customer and the opportunity | ||
| Understanding the customer | An understanding of: • The opportunity • The steps in the buying process • The key decision points • The key decision makers |
Defining the opportunity (syndicates to reflect stakeholder groups) |
| Planning to win | An appreciation of: • The hierarchy of business development plans • The relationship between account, capture and bid management plans • Capture team roles and responsibilities |
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| Recognising the importance of good and regular qualification | ||
| Mapping the seller’s process to the buyer’s cycle | An understanding of: • The data needed for objective qualification decisions • The key business development process steps & activities • Their relationship to the buyer’s process |
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| Analysing your position with the customer | ||
| Analysing the customer | Understanding the customer to identify: • Its key buying motivators and issues – the ‘hot buttons’ Identifying and describing customer hot buttons in a stakeholder matrix • Key customer people and their roles/authorities with respect to the procurement and level of contact • Associating hot buttons to customer people |
Identifying and describing customer hot buttons in a stakeholder matrix |
| Pricing your solution and calculating the value | ||
| Winning price and the value propositions | Understand the need for early identification of the likely winning price: • Recognise the factors affecting the winning price. • Find sources to help determine the winning price • The concept of the value proposition • The power of value propositions in communicating our value to the customer • The need to customise value propositions for each opportunity and to identify the different types of value that relevant customer people will recognise |
Building the initial value proposition |
| Analysing your competitive position | ||
| Identifying the competitors | Understanding the importance of: • Identifying the competitors • The customer’s perception of them and their performance |
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| Analysing the competitors | Developing a Shipley Bidder Comparison Matrix analysis to: • Identify the likely customer’s perceptions of us and our competitors • Understand how well we are positioned against the customer ‘hot buttons’ and against the likely competition • Identify the potential discriminating features of our offer; both positive and negative • Derive a win strategy that we can use to drive our opportunity capture |
Developing a bidder comparison matrix |
| Develop a Winning Strategy | ||
| Capture strategy statements | Using capture strategy statements to: • Define and articulate a coherent and practical win strategy • Drive our action plan to improve our winning prospect |
Developing capture strategy statements |
| Planning to win | ||
| Developing an action plan | Developing an action plan that: • Drives the sale forward • Delivers key messages • Is specific, measurable, achievable and results oriented and timed. |
Creating a consolidated action plan |
| Developing supporting materials and the early executive summary | ||
| Supporting materials and executive summary storyboard development | The critical role of developing supporting materials and the executive summary in: • Communicating our offer to decision makers within the customer community • Sharing strategy within the bid team • the use of the Shipley Four Box template to structure customer-focussed support materials and Executive Summary |
Developing supporting materials / executive summary using Four-Box template |
| Managing and reviewing to win | ||
| Key review milestones | Understanding the purpose and value of: • The blue team to review the winning strategy • The black hat team to review competitors’ likely winning strategies |
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| Effective reviewing | Understanding best practice techniques to get maximum value from reviews: • Setting up the reviews and selection of reviewers • Conduct of review |
Holding a combined Blue/Black Hat review |