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Understanding Pre-sales & Sales Cycle

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Pranshu Joshi
Pranshu Joshi

The document discusses the key stages in a sales cycle including suspecting, prospecting, analysis, proposals, negotiation, closure, and repeat orders. It then focuses on pre-sales activities which involve preparing to engage with prospects, responding to client requests like RFIs and RFPs, visiting clients for meetings and demonstrations, coordinating with other departments, and conducting competitor analysis. Finally, it outlines the steps in solution design like effort estimation, developing the technical and functional solutions, choosing a project methodology, creating a project plan with timelines and team structure, and providing tips for effective proposal building.

Sales
1 of 25
Understanding Pre-sales By: Pranshu Joshi
What we’ll be learning Solution Design
SALES CYCLE
Suspecting • Identifying the sales lead – Trade Fairs, Industry Forums – Online Marketing, Social Media – Market research – Inside Sales Team Prospecting • Qualifying the sales lead • For a sales lead to qualify as a sales prospect, qualification must be performed and evaluated – – Product Applicability / Fitment of Solution – Ability to afford our solution – Time frame of purchase Sales Cycle
Analysis • Taking the qualified prospect through a question and answer session to identify the requirements • Help the buyer identify and quantify a business need or a ‘gap’ between where prospect is today and where it want to be in future Proposals • Come up with a business proposal suggesting various products/services that will suffice the need of the prospect • Includes Cost, Schedule and other information Negotiation • Negotiate the terms set in the business proposal • Pricing (Technique & Amount) • Scope of the Project • Timeline Sales Cycle
Closure • Making the actual sale • Getting the Sign-off / purchase order • Getting the contract/ SOW signed Repeat Orders • Maintaining the relationship with client and bringing more orders through • Cross Selling, Other Project Opportunities • Order Renewals Sales Cycle
WHAT IS PRE-SALES Pre Sales includes the: • entire gamut of activities involved in preparing to engage with prospects / clients • specific responses to client requests
Pre-sales
Responding to client requests: • Responding to RFP, RFI, RFQ • Providing any information to the client, which helps him take the buying decision • General client queries about solutions and capabilities Visiting/ Phone Meetings: • Visiting client for meetings • Scheduling online meetings • Due diligence – to get a clear understanding of the requirement • Demonstration of Proof-Of-Concepts or product • Solution presentation to the Client Pre-sales
Interfacing & Coordinating: • Need to interface & coordinate with- – Technical Competency Deptt. – Functional SME/ project in-charge – Legal and Financial – Delivery Teams – Recruitment – External dependencies/ Third party Tools & Software Pre-sales
Marketing Support: • For various marketing events, need to support marketing team through • Offering and Capability related documents, case studies, brochures Competitor Analysis: • Clients receive response from multiple vendors, so one must know where does it stand against competition • What is our competition in an industry / for a specific bid opportunity and what are their offerings / differentiators • Market scanning is done through market research reports, analyst reports Pre-sales
Understanding RFx RFI/ EOI Request for Information / Expression of Interest • These are usually relatively short documents that ask specific questions about the vendor and services vendor provides • Capability Evaluation • Often used as pre-qualifier to determine which vendors will receive an RFP or RFQ – Vendor Empanelment
RFP Request for Proposal • These are often lengthy documents that provide detailed information on requirements: – functions & workflow, – business goals, – integration specs, etc • to the vendors so they may propose a solution which meets the Client’s needs and goals • It often includes scope of requirements, pricing requirements, contract terms & conditions, as well as detailed case studies & reference requirements RFx
RFQ Request for Quotes • Can be part of an RFP or RFI • This is a request for pricing based on what's outlined in the RFI or specified in an RFP, or can be used as a request for ala carte pricing for various service options RFx
RFI , RFP & RFQ • A company can do any one or more of the above, usually in the order shown • Often the RFP may incorporate both the RFI and RFQ as sections of the doc, and also include other evaluation steps such as a demo, proof-of-concept or presentation • A big advantage of using RFI, RFP or RFQ in software evaluation is that it allows vendors to self-eliminate because they can better assess their own chances • This helps the buyer narrow down the choices to the most feasible solutions
Solution Design
Effort Estimation • Estimating how much effort it is going to take to complete the project • Various industry standard methodologies are used for effort estimation like functional point (FP), work breakdown structure (WBS), simple-medium-complex (SMC) • Given in Person Months Solution Design
Technical Solution • Technical Solution, addressing the client’s requirements • Technology Selection • Technical Architecture • Technology Stack • Licensing / Sizing Information • Infrastructure / Hosting Solution • Compliance to NFR (non-functional requirement) Solution Design
Functional Solution • Functional Solution, addressing the client’s requirements • Functional Flow • Fitment of any existing frameworks • Compliance to FR (functional requirement) Solution Design
Project Execution Methodology • Which Methodology will be followed for project implementation – Waterfall – Iterative – AGILE • Client specified or Vendor recommended methodology • Warranty, Maintenance & Support Solution Design
Project Plan • Timelines to implement the project • Milestones to complete various stages of the project • Activities to be performed and various deliverable Resourcing and Team • Recommended Team structure • Onsite / Offshore composition • Different Roles identified • Number of resources for each identified role • Sample CV / Positioning for key roles Solution Design
• Focus on the Customer • Customize and personalize • Define the Solution • Calculate Benefits--Buyer Value • Show Non-financial Benefits—Buyer Value • Describe the Methodology • Include Differentiator • Highlight Business Information More Than Technical Information • Develop Proposal Standards • Ensure the Quality Standards Proposal Building Tips
• Executive Summary – Cover Letter • Value Proposition • Understanding of Requirements - Client’s Pain Points • Solution • Vertical & Technical Capability – Accelerators, Case Studies & References • Pricing • Vendor Information What Goes In Proposal
THE END
THE END

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Understanding Pre-sales & Sales Cycle

  • 2. What we’ll be learning Solution Design
  • 4. Suspecting • Identifying the sales lead – Trade Fairs, Industry Forums – Online Marketing, Social Media – Market research – Inside Sales Team Prospecting • Qualifying the sales lead • For a sales lead to qualify as a sales prospect, qualification must be performed and evaluated – – Product Applicability / Fitment of Solution – Ability to afford our solution – Time frame of purchase Sales Cycle
  • 5. Analysis • Taking the qualified prospect through a question and answer session to identify the requirements • Help the buyer identify and quantify a business need or a ‘gap’ between where prospect is today and where it want to be in future Proposals • Come up with a business proposal suggesting various products/services that will suffice the need of the prospect • Includes Cost, Schedule and other information Negotiation • Negotiate the terms set in the business proposal • Pricing (Technique & Amount) • Scope of the Project • Timeline Sales Cycle
  • 6. Closure • Making the actual sale • Getting the Sign-off / purchase order • Getting the contract/ SOW signed Repeat Orders • Maintaining the relationship with client and bringing more orders through • Cross Selling, Other Project Opportunities • Order Renewals Sales Cycle
  • 7. WHAT IS PRE-SALES Pre Sales includes the: • entire gamut of activities involved in preparing to engage with prospects / clients • specific responses to client requests
  • 9. Responding to client requests: • Responding to RFP, RFI, RFQ • Providing any information to the client, which helps him take the buying decision • General client queries about solutions and capabilities Visiting/ Phone Meetings: • Visiting client for meetings • Scheduling online meetings • Due diligence – to get a clear understanding of the requirement • Demonstration of Proof-Of-Concepts or product • Solution presentation to the Client Pre-sales
  • 10. Interfacing & Coordinating: • Need to interface & coordinate with- – Technical Competency Deptt. – Functional SME/ project in-charge – Legal and Financial – Delivery Teams – Recruitment – External dependencies/ Third party Tools & Software Pre-sales
  • 11. Marketing Support: • For various marketing events, need to support marketing team through • Offering and Capability related documents, case studies, brochures Competitor Analysis: • Clients receive response from multiple vendors, so one must know where does it stand against competition • What is our competition in an industry / for a specific bid opportunity and what are their offerings / differentiators • Market scanning is done through market research reports, analyst reports Pre-sales
  • 12. Understanding RFx RFI/ EOI Request for Information / Expression of Interest • These are usually relatively short documents that ask specific questions about the vendor and services vendor provides • Capability Evaluation • Often used as pre-qualifier to determine which vendors will receive an RFP or RFQ – Vendor Empanelment
  • 13. RFP Request for Proposal • These are often lengthy documents that provide detailed information on requirements: – functions & workflow, – business goals, – integration specs, etc • to the vendors so they may propose a solution which meets the Client’s needs and goals • It often includes scope of requirements, pricing requirements, contract terms & conditions, as well as detailed case studies & reference requirements RFx
  • 14. RFQ Request for Quotes • Can be part of an RFP or RFI • This is a request for pricing based on what's outlined in the RFI or specified in an RFP, or can be used as a request for ala carte pricing for various service options RFx
  • 15. RFI , RFP & RFQ • A company can do any one or more of the above, usually in the order shown • Often the RFP may incorporate both the RFI and RFQ as sections of the doc, and also include other evaluation steps such as a demo, proof-of-concept or presentation • A big advantage of using RFI, RFP or RFQ in software evaluation is that it allows vendors to self-eliminate because they can better assess their own chances • This helps the buyer narrow down the choices to the most feasible solutions
  • 17. Effort Estimation • Estimating how much effort it is going to take to complete the project • Various industry standard methodologies are used for effort estimation like functional point (FP), work breakdown structure (WBS), simple-medium-complex (SMC) • Given in Person Months Solution Design
  • 18. Technical Solution • Technical Solution, addressing the client’s requirements • Technology Selection • Technical Architecture • Technology Stack • Licensing / Sizing Information • Infrastructure / Hosting Solution • Compliance to NFR (non-functional requirement) Solution Design
  • 19. Functional Solution • Functional Solution, addressing the client’s requirements • Functional Flow • Fitment of any existing frameworks • Compliance to FR (functional requirement) Solution Design
  • 20. Project Execution Methodology • Which Methodology will be followed for project implementation – Waterfall – Iterative – AGILE • Client specified or Vendor recommended methodology • Warranty, Maintenance & Support Solution Design
  • 21. Project Plan • Timelines to implement the project • Milestones to complete various stages of the project • Activities to be performed and various deliverable Resourcing and Team • Recommended Team structure • Onsite / Offshore composition • Different Roles identified • Number of resources for each identified role • Sample CV / Positioning for key roles Solution Design
  • 22. • Focus on the Customer • Customize and personalize • Define the Solution • Calculate Benefits--Buyer Value • Show Non-financial Benefits—Buyer Value • Describe the Methodology • Include Differentiator • Highlight Business Information More Than Technical Information • Develop Proposal Standards • Ensure the Quality Standards Proposal Building Tips
  • 23. • Executive Summary – Cover Letter • Value Proposition • Understanding of Requirements - Client’s Pain Points • Solution • Vertical & Technical Capability – Accelerators, Case Studies & References • Pricing • Vendor Information What Goes In Proposal
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