致胜的计划书(外部)

 

课程收益

l 现今的客户需求,不单单重视定性的逻辑思维,更需要量化的数据支撑,您的建议书掌握到这一点了吗?

l 以客户的视角,营销的理念,商业的思维,三个维度来打造制胜的建议书。

l 課程结构有序的四大部分:  A. 透过建议书达到的终极目的。B. 项目从哪里来?看透项目需求书,机会评估。C. 建议书的关键框架与内容。D. 提交建议书之后的追踪。

l 清晰的步骤,帮助逐步完善及优化建议书:挑战客户需求的五个步骤。致胜建议书的八个关键内容结构。提交建议书前的五步检查。

l 实用方便的工具:需求书内容检查表。机会评估表。帮助高效完成准备工作,避免资源浪费,乱枪打鸟。

l 应对国企和国际公司的不同策略

l 利用丰富的案例,帮助学员实际体验不同风格及场景的建议书。同时利用学员的实际案例,来练习并能直接带到实际工作中。

l 怎么站在客户的立场来讲一个打动人心的故事

 

适合对象

l 建议书的菜鸟:这是一个重要的打下坚实基础的课程。

l 建议书的老鸟:你可能已经习惯于过去建议书的写作模式,这个课程是一个进一步系统化逻辑化,验证过去经验,并以新的视角来审视建议书写作的课程

 

课时

2天

 

主要内容

A:建议书的准备工作:

l 第一章:为什么要准备项目建议书?

Ø 准备建议书过程中,经常遇见的困难与挑战

Ø 建议书,和产品(服务)或公司内部活动介绍书,有何不同?

Ø 建议书的定义与范畴

Ø 希望透过建议书达成的目的

Ø 透过建议书我们想说服客户什么?

Ø 建议书的三个C

 

l 第二章:项目从哪里来?

Ø 项目来源的三种形式

Ø 三种不同来源形式的特点,和对于乙方的优势和劣势

Ø 项目从哪里来的三个层级

Ø 从客户角度了解项目立项的目的和过程

 

B:建议书的准备工作:

l 第三章:看透项目需求书

Ø 项目需求书的两种形式RFP  RFQ 有什么不同?

Ø RFQ有什么要小心和注意的?

Ø 客户没有提供书面的项目需求书,要怎样应对?

Ø 项目需求书的五步检查表

Ø 和商业目标挂钩为什么那么重要?

Ø 商业价值与个人价值

Ø 管理客户期望值

Ø 国企与外企的招标书有什么不同

Ø 参加客户举办的项目答疑会的注意事项

Ø 把握最后一次作为乙方发问问题的机会

Ø 从客户口中探听项目预算的技巧

 

l 第四章:准备项目建议书前该有的检查清单

Ø 需求书内容检查表:

Ø 在参加客户项目答疑会之前,和项目答疑会之后,都要利用需求书检查表,来检查必要的信息是否充分。

Ø 项目机会评估表:

Ø 从三个维度来评估我们赢得这个项目的机会有多大。

Ø 哪些条件不符合,我们不应该参加应标。

Ø 机会评估表帮助我们判断:那些标要放弃;那些机会有很高的胜算;那些标就算这一次胜算不大,但必须要参加。

 

C:建议书内容写作:

l 第五章:兼具功能性和情感性的建议书内容

Ø 致胜建议书结构的三大基本原则

Ø 建议书要站在客户的需求角度去思考,而不是我们产品的角度。

Ø 功能性的架构要达到客户哪些情感性的感受?

Ø 证明:我比别人更懂你,我有别人没有的亮点,我比别人能做得更好虏获客户的心

Ø 哪些内容能让客户体现价值?

Ø 那些内容能让客户体现差异化?

Ø 那些内容仍让客户更放心?

Ø 满足客户功能与情感性需求的八个关键必要内容?

Ø 八个关键内容各自的目的?与要传递那些重要信息?

Ø 八个关键内容,应该要做的,与不应该要做的注意事项。

Ø 项目成功的关键要素,要怎样写?为什么很重要?

Ø 从哪几个方向去找我们的亮点?

Ø 提交建议书前的最后五步检查工作

 

l 第六章:成功策略和案例研究

Ø 应对国企的企划书的策略

Ø 应对国际公司的企划书的策略

Ø 解析国际级的致胜企划书的案例研究

 

l 第七章:商业标,报价的艺术

Ø 报价的艺术

Ø B2B报价的六个原则与策略

Ø 了解客户采购部门怎样计算商业标的比重

Ø 客户采购部门怎样处理最低价与最高价?

 

D:提交建议书后的追踪工作:

l 第八章:开标与讲标

Ø 了解客户开标的过程

Ø 讲标的重要性

Ø 讲标时怎样呈现企划书的重点?

Ø 谁应该到场来强调对项目的重视程度

 

l 第九章:练习与点评

Ø 实战演练:制定项目建议书与讲标

Ø 讲师点评

 

总结、提问与答疑

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Winning Proposal (External)

 

 

Course Benefits

l Today’s customer needs, do not only value qualitative logical thinking, but also need quantitative data support. Do you grasp this point for your proposals?

l Creating wining proposals in 3 dimensions: customer’s perspective, marketing concept and business thinking.

l Well-structured four parts of the course: 1) The ultimate goal to achieve by proposal. 2) Where does project come from? Thorough understand of project requirements and opportunity assessment. 3) Key framework and contents of proposal. 4) Follow up after proposal submitting.

l Clear steps to help improve and optimize proposal gradually: 5 steps of challenging customer’s needs; 8 key contents of structuring winning proposal; 5 steps of checking before submitting proposal.

l Practical and convenient tools: project requirement checklist, opportunity assessment form. Help to conduct preparation effectively and avoid wasting resource or losing focus.

l Different strategies for state-owned enterprises and international companies.

l Abundant cases help participants experience proposals with different styles and scenarios. Meanwhile, practice on participants’ actual cases to apply in work directly.

l How to tell an attractive story from customer’s perspective?

  

 

   Target Audience

l For beginners with proposal: an crucial course to build solid foundation

l For experienced professionals with proposal: you may get used to your own writing style, this course provides further systematic and logic to verify your past experience, as well as to examine proposal writing from a new perspective.

 

Duration

2 days

 

Course Outline

A: Preparation of Proposal

l Module 1: Why to Prepare for Project Proposal?

Ø Difficulties and challenges often encountered in preparation of proposal

Ø Differences between proposal and project (service) introduction or internal activity description

Ø Definition and scope of proposal

Ø Goals to achieve by proposal

Ø What to convince customer by proposal?

Ø 3 “C”s of proposal

 

l Module 2: Where does Project Come from?

Ø 3 forms of project origins

Ø Characteristics of 3 origin forms, advantages and disadvantages to Party B

Ø 3 levels where projects come from

Ø Understand the goal and process of project establishment from customer point of view

 

B: Preparation for Proposal

l Module 3: Thorough Understand of Project Requirements

Ø Differences between 2 forms of project requirements, RFP and RFQ

Ø Caution and notice for RFQ

Ø How to deal the circumstance when customer does not provide written project requirements?

Ø 5-step checklist of project requirements

Ø Why connecting with commercial objectives are so important?

Ø Commercial values and personal values

Ø Manage customer’s expectations

Ø Difference in tender invitations from state-owned enterprises and international companies

Ø Notice for attending project Q&A meeting held by customer

Ø Grasp the last opportunity to ask question as Party B

Ø Techniques of inquiring project budget from customer

 

l Module 4: Checklist for Preparation of Proposal

Ø Checklist of Requirements

Ø Check adequacy of necessary information by Checklist of Requirements before and after attending customer project Q&A meeting

Ø Project Opportunity Assessment Form

Ø Assess opportunity of winning project in 3 dimensions

Ø Not meeting which conditions, we should not participate in bidding

Ø The Opportunity Assessment Form helps to determine: which bids to give up; which opportunities with good chances of winning; which bids must response even with limited chances.

 

CProposal Content Writing

l Module 5: Proposal with both Functional and Emotional Contents

Ø 3 basic principles of winning proposal structure

Ø Think from perspective of customer needs for proposal, not from our product

Ø Which customer’s emotional perceptions should functional structure reach?

Ø Proof: I understand you better than others; I have highlights others don’t have; I can do better to capture customer’s heart

Ø Which contents enable customer to reflect value?

Ø Which contents enable customer to reflect differentiation?

Ø Which contents can assure customer?

Ø 8 imperative contents satisfying both functional and emotional needs

Ø Respective purposes and key messages to deliver of the 8 imperative contents

Ø Do’s and Don’ts of the 8 imperative contents

Ø How to write keys factors of project success? Why is it important?

Ø From which directions to find our highlights?

Ø The last 5 steps to check before submitting proposal

 

l Module 6: Successful Strategy and Case Study

Ø Strategy of proposals to state-owned enterprises

Ø Strategy of proposals to international companies

Ø Case study: analyzing winning proposals of international standards

 

l Module 7: Commercial Bid, Art of Pricing

Ø Art of pricing

Ø 6 principles and strategies for B2B pricing

Ø Understand how customer purchasing department calculate proportion of commercial bid

Ø How customer purchasing department deal with the lowest and the highest bid

 

DFollow Up after Submitting Proposal

l Module 8: Bid Opening and Bid Presentation

Ø Understand customer bid opening procedure

Ø Importance of bid presentation

Ø How to exhibit key points in bid presentation?

Ø Who should attend to lay emphasis on the project

 

l Module 8: Exercise and Comment

Ø Practical exercise: make project proposal and bid presentation

Ø Trainer’s comments

 

l Summary, Q&A

 

下载课程资料

执行时间:0.0119788646698秒 查询数据库0次 内存使用:1.26 mb - 291.609 kb = 999.094 kb 当前模式:developer