ISSUE:

Many organizations have difficulty developing effective customer relationships and winning proposals because of organizational impacts.  The effects of a sub-optimal proposal organization include:

•   Lack of communication regarding customer needs and issues between customer-facing teams (such as account managers) and proposal management  and development team.  Result  a proposal that does not address the customers key issues
•   Lack of an effective proposal review process
•   Lack of discipline in organizing and scheduling proposal activities

This brief paper looks at best practices to solve this issue.

BEST PRACTICES

The first step in determining the depth of the problem for an organization is to conduct a Business Development Audit.  This audit examines the process that is currently used to develop business, including proposal activities.  The audit compares the current process with the actual process used; these are often quite different.  Through extensive interviews of all parties participating in business development, proposal management, and customer relationship management, the audit will reveal the impact that the current processes have on win rate.

Two strong teams are needed for effective, customer-focused business development  account management and proposal management and development.  Effective organizations take proactive steps to ensure that communications are complete and continuous throughout the proposal process.

The Proposal Manager is responsible for developing a relationship with account managers that enable effective communication between account teams and proposal development teams.  The Proposal Manager is also responsible for:

•   Ensuring that the business development process is effective and working
•   Ensuring that communication between the account teams and proposal development teams is complete and continuous
•   Scheduling proposal activities to ensure that time is allowed for effective red team reviews
•   Managing information to ensure that the proposal includes all information to address customer key issues
•   Tracking all proposal activities to ensure that the proposal schedule is met

Essentially, account managers and the proposal manager become a TEAM that ensure that the best possible proposal is produced.  The best proposal is a winning proposal and a winning proposal is one that is focused on addressing the customers key issues.

The Bottom Line

Increase win rate by:

•      Managing communications between the Account Teams and Proposal Team
•      Assessing that the current proposal process and modify as necessary to ensure effectiveness
•      Holding the Proposal Manager accountable for the proposal development process, proposal reviews, and scheduling

Developing relationships in business development is a key to success.  We have all seen the business development person who has a database of hundreds or even thousands of contacts and knows everyone on their list.  This person can also call most of the people on their list and ask for a favor if needed (or an audience if they have a new product or service). 

How do they develop such lasting relationships with customers and colleagues?  Yes, they may be a good "sales person" and likeable.  But, what clearly differentiates them is that they take a sincere interest in the people they come in contact with and show genuine concern.  They listen to customers (and potential customers) as people.  They learn about them and they remember things about them.  They look for openings to learn about common interests and historical linkages (perhaps they both went to the same college or both were in Europe at the same time).  These commonalities strengthen relationships and help people remember a good experience with someone.

Early in my career I was tagging along with a V.P. of Business Development at a tradeshow.  He talked to a lot of people, but rarely talked business with them, and he certainly didn't put on his "salesman hat."  I commented to him later that I didn't understand why he wasn't selling.  He laughed and said, "I can sell anytime, my purpose here is to make new friends and to strengthen my relationship with old friends.  Later, when they have a need, they will call me.  Or, if I perceive they have a need I can contact them and talk to them about the benefits we can provide them."  He also explained to me that he learns as much as he can about people and send them information that can help them personally and professionally.

Think about how you can build relationships instead of sales!  Build the relationships and the sales will follow.