When pursuing large deals, take these steps to heart. Better yet, bake them into your CRM.
ASHER Strategies has come up with the 20 step new business capture process that allows you to close complex business opportunities using a methodical, team-based approach. For small opportunities, this is more than you might need. But for those 20% of customers who will become 80% of your revenue in the years to come, you can't ignore these steps.
Tip: Create a field in your CRM called "Deal Size". For small deals, ignore these choices. But when you select "Large Opportunity", make this a contingent field choice. You will be glad you did.
- Recognize buyers who have needs by using market research, your current customers, referrals, scouts or coaches
- Identify the buyers (user, technical/system and economic/strategic) and the coach for this opportunity
- Form an internal capture team
- Obtain information on the opportunity
- Obtain information on the buyer’s interests (professional, technical and personal)
- Obtain information on the money available and revenues expected in first two years and when the first monies will be available
- Identify the main competitors
- Assess the competition’s strengths and weaknesses
- Determine amount of internal investment required to make the sale
- Determine the internal ROI, including assessing the profitability
- Develop our response to the buyer’s needs
- Develop killer arguments
- Develop key and ghosting discriminators
- Analyze the return-on-investment for the buyer
- Determine the appropriate team e.g., if we do not have the killer argument by ourselves
- Match the salesperson(s) to each buyer
- Develop the preselling contact plan
- Brainstorm potential questions, objections, and our responses
- Develop appropriate closing approaches
- Prepare a short, focused presentation to use, if necessary, and/or to leave with the user buyer