2

Quelques
fondamentaux

“The beginning is the most important part

of the work”

Plato
 Agenda
01: Introduction
02: Quelques fondamentaux
03: La définition d’un système complexe
Préparation de Design de la solution
La transition
la proposition vers le projet
07: Les bases de 08: La définition
la proposition de la solution
04: L’élaboration
de la stratégie de
vente 10: La gestion des 11: Les sous-
09: Le choix de la
aspects traitants et l’off-
méthode
05: La collecte et techniques shore
15: Le
gestion des
lancement du
besoins
projet
12: L’estimation 13: La rédaction
des charges de la proposition
06: L’équipe de
réponse
14: La publication de la
proposition

ESGI - LLSO-02_Sales_Framework 2021-22 March 24, 2024 2

2
 Example

The sales method

The mind-set of the sales methods
moved from “the job ends when the sale
is made” to “the job is not done until the
client value we promised is delivered”
• Begins with effective account planning that
includes the client

• Involves team collaboration to present a

consistent and informed ‘one approach to the
client

• Incorporates Buying Behaviors (Value for

Money, Trusted Supplier, Innovation Partner) to
determine what clients expect and how clients
want to experience value for a particular
business transaction

• Helps to develop the response and plan for

appropriate resources for the opportunity

• Strengthens the value proposition and

validates client value delivered for every
transaction

ESGI - LLSO-02_Sales_Framework 2021-22 March 24, 2024 3

 Example

Quality Checkpoints during the Solution Design

Process across all lines of services

Deal Categories Category A Category B Category C Category D Category E

and Reviews =>$100M $50M-$100M $20M - $50M $5M - $20M <$5M
Overview – (includes New
Complex Deals Logo + Cross
Sell <$5M)

Qualification Review √ √ √ N/A N/A

Delivery Assurance
Review
√ √ √ √ √

√
Deal Review √ √ √ √

Corporate Deal
Review
√ N/A N/A N/A N/A

Contract Certification
Review
√ √ √ N/A N/A

ESGI - LLSO-02_Sales_Framework 2021-22 March 24, 2024 4

 Three buyer behaviors CLIENT VALUE DRIVERS
+ = Most Important
VALUE FOR
MONEY
TRUSTED
SUPPLIER
INNOVATION
PARTNER

RELATIONSHIP

Understands our company + +

Client teams must recognize and Exceeded expectations previously +

respond to the client’s value Knowledgeable account rep

drivers for each opportunity to BUSINESS ALIGNMENT

Biz Process / app specialization
be considered and win
Deep industry expertise
Integration with infrastructure + +
Customized for our company
Innovation Partner PROJECT QUALITY
Project management excellence +
Innovation
Relationship Partner One vendor team
Centric $164B Clear / rapid issue resolution +
Engagement Context

18%
Training & knowledge transfer
Focus on simplicity, cost and speed +
Trusted Supplier PROJECT QUALITY
Project
$411B
Centric Innovative products & approaches
46%
Best in class products & services
Trusted brand

Value for Money OFFERING CAPABILITY

Delivery
$328B Flexible structure to handle changes
Centric
36%
On - time delivery +

Offering Business PRICE

Price Oriented
Oriented Oriented Offers the lowest price +

Value Orientation
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 A project needs to combine both a project management and
a ‘technical’ method to create a method-based plan for
delivering the Solution

How we plan, and What the project has

manage projects to deliver and how

Project management method: Technical method:

▪ Project Management Method ▪ Defines the inputs and outputs of the project
▪ Standardized approach to ▪ Defines the lifecycle for the project and the
managing projects sequence of phases, activities, and tasks to
create the required outputs

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 Terminology Perspectives One: Systems and Solutions
Provider Solution
Client Solution

Third Party Provided

Transformational
services
Client Provided IT System

Deployment
Support

Provided by us Annuity
Client Provided Services

▪ The Solution might be only a piece of the client solution

▪ The ‘System’, if present, is only a piece of the Solution

ESGI - LLSO-02_Sales_Framework 2021-22 March 24, 2024 7

 Terminology Perspectives Two: Projects and Programs
Client Project Project
(or Program) (or Program)

Third Party
Sub-Projects Consulting
Sub-Project

Client Sub-Project Development

Sub-Project 1

Training
Development
Sub-
Project
Sub-
Sub-Project Our Sub-Project Project
2

▪ In general, a program is a collection of related projects and is managed as such

▪ A project consists of a series of work streams or sub-projects
▪ As with Solutions, an program or project may be but a part of the client’s program or
project
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 The basic business premise of a Solution: Satisfaction of
client need

The basic function of Client The Client Statement of Need comes

any business is to Need
in many names and forms:
Client
satisfy the needs of
Statement
▪ Request for Information (RFI)
Solution addresses
their clientele
client need of Need ▪ Request for Quote (RFQ)
▪ Request for Proposal (RFP)
▪ Statement of Need (SON)
▪ Invitation to Tender (ITT)
▪ Request for Tender (RFT)
Solution

In the real life, we seek to get an understanding of our client’s needs, satisfy the need, and deliver value to the client
In many cases, this need is documented - especially in the large or complex deals with which this course is concerned
Our job in the Solution Design or Proposal and Contract Management world: Define the Solution, build the response to this need, and
present it to the client

ESGI - LLSO-02_Sales_Framework 2021-22 March 24, 2024 9

 Proposal: The sales description of the Solution but, in most
cases, is not an offer capable of acceptance by the client
Client
Need
Client
IBM Solution addresses Statement
client need of Need

Response Contract + Proposal

Proposal
Solution presentation
Covering Typical Contents:
letter • Executive Summary
• Value Proposition
A proposal is any active invitation or recommendation, to a customer or prospect, to use • About the provider
products or services • Summary of Client Requirements
Sometimes the proposal is in the form of a presentation, in which case the presenters are • Critical Success Factors
also being evaluated • Solution Description and
Be sure to pick representatives the client will like • Delivery Approach
• Degree of Compliance
Ensure they are the same ones that will be working the deal • Assumptions
In all cases, proposals need to include disclaimers so the proposal is not binding as is • Key Risks And Mitigations
• Past Performance References
For example, ‘subject to contract’ or ‘this proposal is not an offer capable of acceptance’ • Sample CVs
• Disclaimers
ESGI - LLSO-02_Sales_Framework 2021-22
• Price March 24, 2024 10
 Building the response to the client need – the response is a
‘Solution’ - normally presented to the client as both a
proposal and a contract
Client
Need
Client
Response Solution addresses Statement
client need of Need

The contract is the legally binding

Contract + Proposal
The Proposal is a sales document:
document: Solution A description of what the provider is
Provides a precise specification of what the going to deliver to the client (the
provider will do and under what terms and Solution)
conditions The value that the provider brings to
Is a single representation of mutual the client and why the client should buy
commitments and expectations from the provider
Providers has standard contracts for all The structure of the Proposal is
work that it performs for clients frequently dictated by the client
Public Sector and some other major The proposal must contain
clients often ask providers to work to disclaimers and avoid wording that
non-standard contracts makes it a legally binding document
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 The Contract
Client
Need
Client
solution addresses Statement
client need of Need

• Most countries take a two-step approach and Contract + Proposal

keep proposals completely separate from Solution
contracts

• Some countries issue joint proposals and

contracts so if the customer wants to proceed Statement of Work Supplement for Supplement for
then he or she just signs and returns the for Services Machines Programs
included contract documents, for example, a • Scope
Statement of Work (SOW). • Signatures • Model or Type • Program Number
• The proposal must be prepared as though it is a • IBM and Client • Features • Features
final contract and follow all necessary reviews and Responsibilities • Quantities • Quantities
assurances for release to the customer • Deliverables • Warranty Period • Order Number
• Marketing language must be avoided in these joint • Schedule • Service Type • Ship Date
proposal or contract documents • Completion Criteria • Order Number
• Price and Payment • Ship Date
• Termination
• Other Ts&Cs

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 Illustrating the differences between the possible commercial
models for a single-release design-and-build of a complex IT
system
Relative Level of Relative Initial
Model Contracting model Relative Risk Comments
unknowns Bid effort

Client (and also sales incentives) push for this model but
Single project outline
1 HIGH HIGH HIGH tends to cause problems for both the client and the
to deploy
provider in managing change and expectations

Two stage
2 ▪ Design MEDIUM MEDIUM MEDIUM A happy compromise?
▪ Build to deploy

Each lifecycle phase Perceived as low risk (to the provider) but difficult to
3 contracted for LOW LOW LOW manage client expectation and budgets
separately

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March 24, 2024 14
 The framework for the sales experience

Listed below are some benefits of having a structured Method for sales:

 Client-based planning to better understand the client’s business issues and meet their solution needs

 Identifies distinct buyer behaviors so we can match our offerings

 ‘Difference maker’ actions to identify and accelerate ‘good’ opportunities

 Sales aids to fully engage clients and win

 Common language to enhance understanding for all sellers – telesales, face-to-face, client, brand, and others

 Verifiable outcomes—indications of value perceived and interest in continuing

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 Strategy artifacts you should see

Sales Aid Content

Opportunity ▪ Opportunity Summary (value, owner, and others)
Plan ▪ Business Initiative Summary
▪ Differentiators
▪ Client decision makers (and decision making process)
▪ Client Expectations (benefits, value)
▪ Opportunity assessment checklist
▪ Plan of actions
Value ▪ Value Proposition Summary
Proposition ▪ High level business case
Solution ▪ Client Preferences
Framework ▪ Required business capabilities (high level requirements)
▪ Initial solution (high level)
▪ Organizational responsibilities (high level)
Decision ▪ List of client issues and concerns
Support Plan ▪ Action plan for closure

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