Microsoft PowerPoint - GS Summit - Value in Proposals - Final

REDEFINING VALUE:Converting Sales Differentiators toWin Statements

Cydney Peyton WaltonAssociate Director, Marketing & Proposals

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Defining Value

Worth

Usefulness

Standards

Advantage/Uniqueness

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The Value Evolution

How do we:1. Determine value? (Value Statement)

• “DISYS brings a proven test automation approach to NewCo’ssoftware product development initiatives.”

2. Package/refine value? (Win Strategy)• Client discussions + DISYS knowledge of industry factors = Targeted approach

3. Convince others of our value? (Win Statement)• “DISYS’ proven test automation approach will reduce incidents and cycle times

by 50% while optimizing personnel support for cost savings.”

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Differentiators vs. Value Statements

Differentiators highlight capabilities, but validity becomes fluid.

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Value statements show clients how we can solve business problems.

How Value Statements become Win Strategies

Identify early advantages - Value Statement• Client/industry intelligence• Situational Fox hot buttons• Vertical expertise• Knowledge of business landscape

Convert advantages to benefits - Win Strategies/Themes• Ongoing development of client needs throughout the sales cycle• Replace reliance on early on early assumptions with competence of specific

proposal/business needs

Connect benefits to a specific feature of our solution - Win Statements

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Imparting Value in Proposals/SOWs

Two ways to impart value:1. Win statements

2. Graphics

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Imparting Value in Proposals/SOWs: Win Statements

Key characteristics of Win Statements• Link client benefits to distinct features of our solution

• Leveraging Unexpected Value and Vertical Expertise

• Quantifies benefits• Presents defensible claims

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Strategic Win Statements Tactical Win Statements

What position will we take? How we will accomplish the strategic position we chose?

• Low-cost • Resource sharing (how we will achieve the lower cost)

• Global Delivery • Hybrid Brazil + India deployment (how global deliverybest accomplishes client needs)

• Accelerated Project Time Line • Agile methodology implementation (how we willaccelerate the project timeline)

Imparting Value in Proposals/SOWs: Win Statements

Differentiator:“DISYS is a global provider with 10 International locations.”

Win Statement:“DISYS’ proposed project delivery from South America and Indiaprovides approximately 30% cost savings for NewCo.”

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Imparting Value in Proposals/SOWs: Graphics

Why Graphics?1. Convey facts and emotion2. Increase information retention

• Evaluators retain 2x more visually than textually• 6x more when they encounter both simultaneously

3. Graphics help evaluators “visualize what is possible”

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Imparting Value in Proposals/SOWs: Graphics Strategy

• Keep graphics simple:• One key idea per graphic• 10 second rule – Did you understand the message with 10 seconds?

• Types of Graphics:1. Side-by-side comparisons highlight contrast between options2. Tables emphasize actual numbers3. Charts show relationships or the flow between items4. Graphs show correlations, trends, or comparisons5. Photos show realism6. Illustrations highlight specific details

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Imparting Value in Proposals/SOWs: Types of Graphics

Side by Side

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Process Graphics

Imparting Value in Proposals/SOWs: Types of Graphics

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Graphic

RecruitTrain

UpskillPromote

Effective Graphic

Imparting Value in Proposals/SOWs: Recap

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• Differentiators are persuasive only in relation to competition andclient’s need

• Value statements incorporate client’s need• Value statements Win strategies Win statements• Win statements are:

• Defensible• Quantifiable• Specific to the solution being offered

• Graphics are 2x more effective at retention• Effective graphics follow the 10 second rule

Thank YouCydney Peyton [email protected]

703.234.6269