BDs Role in Closing the Deal

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BDs Role in Closing the Deal

• By
• Michael T. Buell, CPSM
• Business Development Director
• URS Corporation

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BDs Role in Closing the Deal

• Topics of Discussion
• Pre-Proposal
• Proposal
• Presentation
• Debriefs
• Benefits

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BDs Primary Objectives

• Determine target market/target clients.
• Learn about market trends.
• Learn about your clients and their needs.
• Line up your talents and knowledge to their
  needsmerging the art and science of business
  development.
• Lead and execute a winning proposal/presentation
  process.

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BDs role before RFP distribution

• As a project is brought online
• Understand the history, purpose and impact of the
  project.
• Support the clients efforts.
• Determine your firms capabilities/partners.
• Understand the competition.
• Inform potential team members.

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BDs role at RFP reception

• Get the team together immediately
• Justify a win/no-win decision.
• If a go, assign responsibilities/timelines.
• Continue to learn about clients specific needs.
• Get project manager engaged with client.
• Monitor/lead the process.

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BDs leadership takes hold

• Proposal creation and delivery
• Write the cover letterthat includes your UVP.
• Make sure the document
• Is readable
• Covers all evaluation criteria
• Is attractive
• Is easy to navigate
• Highlights your understanding of their needs.
• Deliver if you can and enlighten the owner

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From Shortlist to WIN!!!

• Its a team game now, win or lose
• What Do We Need To Win?
• Role of Business Development
• Organizing the Team Effort
• Developing the Message
• Game Day!
• Debriefs
• Benefits

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Building a Memorable Presentation

• First goal of business development
• GET SHORTLISTED!!!
• How did we get short-listed?
• You wrote an inspiring cover letter.
• The proposal responded to all evaluation
  criteria.
• Your team has the proper experience.
• Your references are still good.
• Your proposed schedule and fee was in the
  ballpark.
• Somebody has heard something good about you.

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Building a Memorable Presentation

• What do we need to win?
• Proven Successful Track Record
• Clear Understanding of Clients Needs
• CHEMISTRY!!!

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Building a Memorable Presentation

• The Role of Business Development
• Team Coordinator
• Information Gatherer
• Theme/Graphics Innovator
• Message Creator
• Coach
• Motivator

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Building a Memorable Presentation

• Day OneBe a Leader!
• Gather the team
• Principal, Project Manager, Marketing,
  Consultants
• Coordinate the agenda
• Set Schedule and Assignments
• Identify what you need to do to win
• Start fortifying the answer to Why us?

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Building a Memorable Presentation

• How do we get what we need to win?
• Understand the Subject
• The Project
• Understand the Audience
• The Selection Committee
• Understand the Situation
• The Playing Field

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Building a Memorable Presentation

• Understanding the Subject
• What is the history?
• What has client done to get to this point?
• What is the impact on the city/campus/business?
• What will its implementation generate for the
  future?
• What complexities or special issues are involved?
• Are there any major concerns to the client?
• What expertise is necessary to maximize success?
• Do we need to add something else to the team?

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Building a Memorable Presentation

• Understanding the Audience
• Who will be there?
• What is each persons relationship to the
  project?
• Who do they want to see?
• PM, engineering consultants, person most known.
• What do they want discuss?
• Relevant experience, methodology, ideas, just
  meet.
• What are each persons hot button?
• What is most important to them.
• The project will impact each person differently.

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Building a Memorable Presentation

• Understanding the Situation
• Who are the competitors?
• Why were they short-listed?
• What are our strengths/weaknesses vs. theirs?
• Can we line them up?
• What differentiators will have the biggest
  impact?
• What will they care about the most location,
  size, past
• What theme could build consensus?
• They are received wellif theyre creative and
  relevant.

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Building a Memorable Presentation

• How do we get all this information?
• Ideally, we had it before the proposal was
  submitted, but if not
• 1 - We need to visit with as many of the
  selection committee as possible.
• or 2 - talk with them all.
• or 3 - talk to someone who knows each members
  perspective.
• If we cant/dont, well probably be guessing.

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Building a Memorable Presentation

• Most importantly, however, you must know the
  following
• Who would they like to see?
• What would they like to discuss?
• What element of the project is most important to
  them?
• How will this project affect them/their job?
• How would they define complete success for the
  project?

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Building a Memorable Presentation

• Time to Formulate Your Message!
• How do they need to feel at the end of the day?
• Regarding the Subject?
• We understand the elements and impact of project.
• We have the proper talent compiled to maximize
  success.
• Regarding the Audience?
• They would like to work with our Project Manager.
• They trust we understand what each person needs.
• Regarding the Situation?
• They believe we will maintain a open
  communication through any tough moments or
  supplemental projects.
• They are convinced we are interested in long-term
  partnership.

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Building a Memorable Presentation

• Logistical Considerations
• Time
• Be responsible steward of the schedule.
• Room
• Size
• Lighting
• Manipulation of furniture/equipment
• Back-up Plan
• Be able to react professionally.

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Building a Memorable Presentation

• The day before
• The Project Manager is ready to lead!
• He/she knows the subject, audience, situation and
  that the committee must like and trust them.
• The team members are ready to fortify!
• They have their messages prepared and ready to
  share their value to the project.
• The principal/relationship leader is ready to
  inspire!
• He/she knows what the clients needs and knows why
  you are the best team.

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Delivering a Memorable Presentation

• Its Game Day!
• Dress appropriately.
• Get there early.
• Get PM chatting it up.
• Have controlled set up.
• Know all names.
• Smiles create smiles!

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Delivering a Memorable Presentation

• Start it off right!
• Dont have a canned opening!
• Set the tone for a discussion.
• Maintain eye contact/dont turn back.
• Body language must generate positive energy.
• Dont be afraid to laugh or to get laughs.
• Be yourself, but better!

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Delivering a Memorable Presentation

• Get to the point!
• Tell them what youll discuss and why.
• Let them know how youll convince them you are
  the best and most comfortable choice.
• Focus on them, not you.
• On what theyre hearing, not what youre saying.
• Not what we do, but what we understand you
  need.
• Be ready to answer so what?
• Take control of the roombe bold.
• Make them not want to take their eyes off of you.
• Your confidence, passion and compassion should
  resonate.

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Delivering a Memorable Presentation

• Lead them through the game plan!
• Discuss your proposed process.
• This is where they can feel how the relationship
  would work.
• Discuss past experience, but
• Only if it has direct correlation.
• Lessons learned are the only valuable benefits.
• Tell a storyits worth a thousand adjectives and
  it makes your presentation more interesting,
  personal, credible and persuasive.
• Make speaker transitions smooth and meaningful.
• Engage selection committee members that relate to
  specific subjects.
• Ask for time for final remarks after QA.

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Delivering a Memorable Presentation

• QA time!
• Have a coordinated effort.
• Be comfortable and dont waffle.
• If question is premature or unfair, say so and
  why.
• Dont jump over each other, but add what you
  think is critical information.
• Ask them questions back so you have full
  understanding of their needs.
• It could help in your close.

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Delivering a Memorable Presentation

• Final remarks!
• Confirm why you are the best choice.
• Project Manager
• Has the ability to lead and coordinate talents.
• Has the aptitude to communicate and collaborate.
• Will handle all issues appropriately and
  expeditiously.
• Wants them to benefit from his/her experience.
• Project Team
• Possesses the specific expertise and capabilities
  to execute the project.
• Has a determined desire to creating a true
  partnership for this project and beyond.
• Confirm your passion to enhance their success.

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Delivering a Memorable Presentation

• EXERCISE
• Where are my leaders?
• Develop a presentation opening.
• Focus on what weve discussed.
• Apply what youve learned/Get confirmation.
• Be positively engaging.
• Be coordinated and confident.
• Connect to each selection committee member.
• Gain agreement on your agenda.

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Post-Presentation

• Honest Debriefs
• When you get an honest debrief from someone who
  trusts your motives, you will usually hear
  something like
• I just liked them.
• It just felt like a good fit.
• They knew what we were looking for.
• You will rarely hear anything about credentials,
  reputation or industry staturethats why you
  were short-listed!

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Benefits of being a leader!

• If you can execute these techniques consistently
  and effectively, you will
• Gain respect from colleagues.
• Gain trust from your clients.
• Be acknowledged as a leader.
• Enhance your value to your firm.
• Enhance your career.

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QUESTIONS?