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The 13 Lucky Charms Every Proposal Pro Must Know!
Transcript of The 13 Lucky Charms Every - c.ymcdn.com · Culture • Capture • ... 1...
The 13 Lucky Charms Every Proposal Pro Must Know!
APMP BID & PROPOSAL CON 2015 | PAGE 2
The 13 Lucky Charms Every Proposal Pro Must Know! Jay Herther, CPP APMP Fellow BAE Systems, Inc. Eric Gregory, CPP APMP Fellow Shipley Associates
APMP BID & PROPOSAL CON 2015 | PAGE 3
Objectives
Lucky is as lucky charms do Create luck through charms Recognize luck as charms Focus on specific lucky charms Use lucky charms to your advantage Know when you need more luck and more charms Make sure luck pervades your capture through real charms
APMP BID & PROPOSAL CON 2015 | PAGE 4
The Lucky Charms Approach
13 is our shared Lucky Number Why it’s important How do you succeed with it Success signs Failure signs Success Example
We like black cats too.
The 13 Lucky Charms
Jay’s 7 Lucky Charms • Culture • Capture • Creation of Value • Compliant • Customer-Centric • Credible • Clear, Concise & Consistent
Eric’s 6 Lucky Charms • Win Strategy • PTW Drives Solution • Capture and Proposal
Kickoffs • Proposal Competence • Customer Drives Your Win • Win With Facts And Data
APMP BID & PROPOSAL CON 2015 | PAGE 6
True-false Quiz
1. Executive Summary is a good way to score points? 2. Evaluators are smart. 3. Mention the customer 3X your name. 4. Organize to Section M, Write to Section L. 5. Always use standard Management Plans. 6. Have the Kick-off meeting ASAP. 7. Winners spend over 55% before RFP release. 8. If you exceed the page count, the extra pages are eliminated. 9. Best way to persuade is with logic & facts. 10. Write the Executive Summary at the end to best summarize.
APMP BID & PROPOSAL CON 2015 | PAGE 7
Jay’s 7 Lucky Charms— Magically Delicious for Winning
Presenter
Presentation Notes
1 http://www.oxforddictionaries.com/us/definition/american_english/selfie (Downloaded 23 January 2015) 2 http://www.bbc.com/news/uk-24992393 (Downloaded 23 January 2015) 3 http://www.bbc.com/news/magazine-22511650 (Downloaded 23 January 2015) First know use was 2002. 4 http://www.cnn.com/2013/11/19/living/selfie-word-of-the-year/
APMP BID & PROPOSAL CON 2015 | PAGE 8
WHY? Culture Eats Strategy for… Motivation & Grit = Win Mindset Matters
Culture
HOW? Show-Up Commitment Rewards/Recognition Purpose & Positivity (but Avis)
Winners “Show-Up”…
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 9
Success Signs Frequent Friendly Reviews Execs MBWA in Prop Center Public Displays/Awards
Culture
Failure Signs Ivory Tower Part-timers Late B&P Turn-on
Winning is a Habit—so is Losing… Vince Lombardi
Bridge
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 10
Motivating People—Show Up…
HOT STOVE
PRINCIPLE
Recognize Significant Others
Peer Recognition
PDA Photos, Notes,…
Praise in Public; Criticize in Private
APMP BID & PROPOSAL CON 2015 | PAGE 11
WHY? Leverage Country Earlier “Cone of Silence” Positioning & Convergence
Capture
HOW? Start Early Capture Commandos Living Capture Plan
Would an NFL Team start the Season without Exhibition?
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 12
Start Before the RFP or Don’t Start at All
“Price of Success is Always Paid in Advance”… Bill Belichick – New England Patriot Coach
APMP BID & PROPOSAL CON 2015 | PAGE 13
Success Signs Strategic Designation VP/GM Memo – CPAs War Room
Capture
Failure Signs Availability “Must Win” w/o the budget Right Shifting
“It’s Not the Will to Win that Matters—Everyone has that. It’s the Will to Prepare to Win that Matters.” …Paul “Bear” Bryant
1991…
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 14
WHY? Return of Best Value (BBP 3.0) Allows Premiums Right Recipe of Better, Faster, Lower Risk, Cheaper Wins
Creation of Value
HOW? Strengths in their Eyes Quantify ROI Value Beyond Your Costs
“Sink Your Competitors with Trade-Offs”…Dick Close (Guru)
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 15
Success Signs Innovative Solutions Robust Differentiation Resonates with R-F-P
Creation of Value
Failure Signs LPTA Bidding to Yourself “Me Too”
Value is in the Eye of the Beholder & Evaluation Criteria
Cells on Poles
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 16
Persuasion to Sell Value
ETHOS
ETHOS is appeal based on the character of the speaker (bidder). An ethos-driven proposal relies on the reputation of the bidder, their past performance and 3rd party references/ testimonials.
Source: Six Thinking Hats, Edward DeBono
LOGOS
LOGOS is appeal based on logic or reason. Many technical proposals that are written by
engineers and SMEs (Subject
Matter Experts) are logos-driven.
Advertisements tend to be pathos-driven.
PATHOS PATHOS is appeal based on emotion. This is "in the emotional state of the hearer (or evaluator in our case)" [Stanford, 2002].
Big 3
APMP BID & PROPOSAL CON 2015 | PAGE 17
WHY? It’s a Gate Easy to Evaluate Can’t Find It = 0
Compliance
HOW? Organize to L, Write to M Cross-Reference Matrix Compliance Checkers
Don’t Be Eliminated
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 18
Success Signs Shredding Shall Tracking #’s Debates
Compliance
Failure Signs Failed Red Teams Non-Compliantitus Muda
Evaluators Would Rather Evaluate 3 Not 5 Props
Rejected
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 19
WHY? PBFTTLAT “Victory is in the Solution”…Bob Lohfeld Fingerprints & Mirrors
Customer-Centric
HOW? Avoid the “Me Monster”-”We”, “Us” FAB & WIIFT Be Them
“Inadequate Pre-Proposal Customer Interaction Causes Losses!...Dick Close (Guru)
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 20
Success Signs Ratio of Names Order of Customer-Bidder Needs/Outcomes
Customer-Centric
Failure Signs Bravado Curse of Knowledge Features Not Value
“Most Losses are Due to the Fact that We Bid to Ourselves Not to the Customer”…Ed Velton
Blind date
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 21
WHY? Builds trust 55-Year Old Buyers Avoids “Plus-ups”/Risk
Credible
HOW? In God We Trust… CPARS, Testimonials, 3rd Party Past Performance vs. Experience
Ethos is Required Before Logos. They Decide & Find Facts that Fit!
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 22
Success Signs Confident Not Cocky Proof Case Studies
Credible
Failure Signs Unsubstantiated Claims Passive, Weasel Words Failure to Address Past Performance
“Past Performances is Your Best Salesperson”…Unknown
CPARS
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 23
WHY? Evaluators are Like Horses… Ever You Been an Evaluator? Smart? Consistency Breeds…
Clear, Concise, & Consistent
HOW? Page Limits Shorter Sentences/Words Avoid Flowery & Lab Reports
“An Approved Storyboard is a License to Write”…Dick Close (Guru)
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 24
Success Signs Executive Summary First Factoid Bible Summary of a Summary
Clear, Concise, & Consistent
Failure Signs 80 Years, 75… Lab Report Syndrome Fuzzy Solution
“If I Had More Time I Would Write a Shorter Letter”…Mark Twain
200 = 2X Score
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 25
Write Down these Phrases for Writing to Win
APMP BID & PROPOSAL CON 2015 | PAGE 26
Jay’s 7 Lucky Charms Wrap-up
Culture Commitment, Show-up,
Rewards/Recognition
Capture Start Early, Availability
Creation of Value Better, Faster, Lower Risk, Cheaper
Compliant Organize to L, Write to M
Customer-Centric Me Monster, (18X)
Credible In God we trust, others provide … CPARs, Testimonials, 3rd Party…
Consistent, Clear & Concise Consistency Breeds… Avoid The Curse of…
APMP BID & PROPOSAL CON 2015 | PAGE 27
Eric’s 6 Lucky Charms— “Luck is where opportunity meets preparation.”—Denzel Washington
Presenter
Presentation Notes
1 http://www.oxforddictionaries.com/us/definition/american_english/selfie (Downloaded 23 January 2015) 2 http://www.bbc.com/news/uk-24992393 (Downloaded 23 January 2015) 3 http://www.bbc.com/news/magazine-22511650 (Downloaded 23 January 2015) First know use was 2002. 4 http://www.cnn.com/2013/11/19/living/selfie-word-of-the-year/
APMP BID & PROPOSAL CON 2015 | PAGE 28
WHY? Win customer Out fox competition Discrimination rules
Win Strategy
HOW? Action based. Angle based. Advantage based Focused on customer inclusion and competitor exclusion Encompasses all evaluated and non evaluated
dimensions. Evolves from the Value Proposition
Winners Plan to Win
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 29
Success Signs Meaningful exchanges with
customer Key actions
defined/accomplished Creation of the high value
solution
Win Strategy
Failure Signs Little customer talk Me too solutions Little value against
mission/issues The only limits are, as always, those of vision. – James Broughton
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 30
WHY? Affordability Budget Capability and value trades
PTW Drives Solution
HOW? Design to PTW PTW must be defined early Capability matches PTW
Winners Understand Value vs Cost
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 31
Success Signs PTW gets early attention Design to price enforced Customer budget known
PTW Drives Solution
Failure Signs No early PTW No solution design
constraints Gold plating
“Don't tell me what you value, show me your budget, and I'll tell you what you value.”-Joe Biden
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 32
WHY? Inspiration Communication Commitment
Capture and Proposal Kickoffs
HOW? Get people you need Plan effective kickoff Conduct effective kickoff
Winners Have Great & Effective Kickoffs
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 33
Success Signs Capture, Proposal, Pricing
Kickoffs Executive participation All critical personnel there
Capture and Proposal Kickoffs
Failure Signs Poor kickoff planning Boring kickoffs Uninspired leaders
“Where there is no vison, there is no hope.”—George Washington Carver
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 34
WHY? How you get scored Tell to sell Great solutions don’t sell themselves
Proposal Competence
HOW? Create the experts and listen Educate the unbelievers Teach, tools, mentor, practice, focus
Winners Excel At The Basics
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 35
Success Signs Proposal manager leads Executives set expectations Right review team assembled
Proposal Competence
Failure Signs Proposal manager
ignored Solutioneer control Ignore instructions
“Knowledge is not skill. Knowledge plus ten thousand times is skill.”—Shinichi Suzuki
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 36
WHY? Their mission, their need, their issues They evaluate, score, recommend They know stated and derived discriminators
Customer Drives Your Win
HOW? Ask, listen, learn, act, share, revise Discuss options, value, cost drivers, risk Meaningful exchanges of information
Winners Let The Customer Drive
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 37
Success Signs Customer willingly spend time You get good ideas, thoughts Course corrections, issues
and value definition
Customer Drives Your Win
Failure Signs Customer ignores
you No exchange of
information “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”—John Russell
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 38
WHY? Proof Believability Provide rationale for selection
Win With Facts and Data
HOW? Experiments, test results, simulations Highly graphic and easily understood Present conclusions not information
Winners Have Proof of Performance and Value
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 39
Success Signs You actually have facts and data Facts support your solution You can create compelling
visuals and conclusions
Win With Facts and Data
Failure Signs No test data No plan to get data Visuals rely on
dreams “The more you engage with customers the clearer things become and
the easier it is to determine what you should be doing.”—John Russell
Presenter
Presentation Notes
http://www.newyorker.com/magazine/2014/05/12/selfie (Downloaded 23 January 2015)
APMP BID & PROPOSAL CON 2015 | PAGE 40
Eric’s 6 Lucky Charms Wrap-up
Know your lucky charms 13 is a lucky number for real pros You create the luck you enjoy Winners use the lucky charms to……win I’d rather be good, than lucky….most days.
APMP BID & PROPOSAL CON 2015 | PAGE 41
Questions
Eric gets the first question: Is it true that Jay is younger looking and
smarter than Eric? School answer: Be careful. Eric is a mean old
man.
APMP BID & PROPOSAL CON 2015 | PAGE 42
Eric Gregory Senior Vice President, Consulting-East Shipley Associates 703.690.9422 [email protected]
Contact Us
APMP PO Box 77272 Washington, DC 20013-7272 Phone: +1.202.450.2549 www.apmp.org
Jay Herther Director, Business Winning BAE Systems, Inc. (978) 835-1896 (cell) [email protected]
This presentation reflects the personal opinions of Jay Herther. Jay Herther accepts all responsibility for the content and accuracy of the information contained in the presentation and compliance with copyright laws.
The presentation is not a statement on behalf of BAE Systems and does not necessarily reflect the opinion or practices of BAE Systems
