The customer relationship is good, but the order is lost due to a mistake in the bidding document. Can a cooked duck fly? These 10 key nodes of bidding you need to know!
Recently, a sales friend lamented that the customer relationship was good, but the order was lost due to a mistake in the bidding document. Could it be that the cooked duck can fly? I said that there are two situations that will lead to this result: First, your duck is not cooked at all , and it is jumping lively. When the lid of the pot is lifted, of course it will fly; Second, the duck is cooked, but the diners find a mistake . If you eat it, some people stare at it for fear that it will look ugly, so they will eat other ducks. In fact, this kind of thing is not uncommon. After the publication of "Commercial Wars", many book friends discussed the bidding issues they encountered in the group. Misjudgment, etc., leading to lost orders abound.
In fact, bidding is a technical task , and many details of the information are confusing at first glance, so most people are struggling, and a small number of people are "led by dogs" all the way and fall into the pit of losing orders. I have voted for bids for more than ten years and participated in hundreds of bids of various sizes. I know that to do a good job in bidding requires scientific process + key node control . This is a serious matter, so I decided to write something to share with you. .
Here, I will use the common bidding form of commercial bid + technical bid to tell you how to maximize efficiency, maximize quality, and minimize mistakes in a bid. First of all, there must be a clear bidding document production process within the company to realize the operation of the boasting department. Taking an IT company as an example, a bidding requires the coordinated operation of at least two departments of the sales department (or business, marketing) + pre-sales program department (or engineering technology department). The key responsible persons of each department make a basic interpretation, and then set up a bidding committee to start the execution of bidding affairs, the preparation of bid documents, and the final bid closure. The detailed process is shown in the following figure:
But a good process is not enough, and 10 key nodes need to be controlled.
The first golden node: the establishment of the bidding committee
The main role of the bidding committee is to analyze the feasibility of the bid, divide the labor, and finally review the bidding documents. 1 R&D manager or implementation supervisor, 1 senior executive (optional), 1 business person, 6-7 people, depending on the size of the target. Among these people, the first choice is the bidder who has 3 absolute factors: 1. Familiar with target customers and business; 2. Familiar with technology; 3. Familiar with bidding affairs; in an IT company, this operator must be responsible for pre-sales Engineer (here we are talking about the qualified pre-sales of IT companies, and must have dozens of bidding experience, because no one can surpass him, the deputy is responsible sales , don't be dissatisfied, usually engaged in customer relationship responsible sales is the main, for bidding You are a deputy. If it is an industrial product industry, the technology is relatively simple, and sales can play the role. If there is no suitable pre-sales (engineer), then consider responsible sales.
Responsible sales are responsible for business research and judgment, responsible pre-sales and R&D (or implementation) managers are responsible for technical research and judgment, and sales executives and executives are mainly responsible for decision-making.
The second golden node: Feasibility analysis
Feasibility analysis, also known as operability analysis, is to analyze whether we can eat this bid and how to eat it. Generally speaking, we need to confirm 4 pieces of content: 1. Basic understanding of the business situation of the bid (for example: bidder requirements, credit, ability , financial requirements, business deviation, etc.); 2. Basic technical analysis (construction goals, demand specifications, technical indicators, quality construction period, after-sales requirements, technical deviation, etc.) Here you can generally see whether there are traces of competitors’ control targets (such as exclusivity indicators, Now competitors generally don't do it so obviously, but experienced sales and pre-sales can see the terms that some competitors only have, so you should pay attention to it. There is also a trick. Party A is lazy when compiling bidding documents. A closer look at some graphics is the style of the opponent company, which means that the opponent is deeply involved. Song Hanqing found out the opponent's intervention point through this detail before the sale of "Commercial Wars of the Past". But in some places, some mandatory requirements should be paid attention to, and even words should be deducted).
If these 4 items have thresholds for themselves, it means that it is more difficult to win this standard, then it is based on the reverse deduction of points, such as low price and other means. Therefore, the ultimate goal of feasibility analysis is to make decisions on how to eat this standard.
The third golden node: Q & A before bidding
The greater the so-called doubts, the more entanglements, the more detours.
During the feasibility analysis, there may be a lot of questions in the interpretation of the bidding document, and these questions must be recorded, and they will be raised before the bid for Party A to answer, or you can directly call Party A or the agency for consultation.
The advantage of answering questions before bidding is to allow the team to make bids without doubts, improving efficiency, combat effectiveness, and cohesion.
Note: If after the feasibility analysis, this bid is extremely unfavorable to us, and we feel hopeless after answering questions before the bid, we should decide whether to give up the bid at this time. Of course, in general, we have to give it a shot. What about leaking?
Then the division of labor: sales are commercial targets, and pre-sales or technology are technical targets. The soldiers are divided into two groups, one for each watch. First, look at the pre-sale technical standard.
The fourth golden node: technical standard design array
As shown in the picture above, the design of the technical target may be a collaboration between several people, pre-sales, and everyone is responsible for their own responsibility, unified format, unified graphic style, details are the devil, the design here is very time-consuming, remember here, It is necessary to review the bidding documents frequently, otherwise the ideas and design structure will easily be out of shape, and even deviate from the requirements of the bidding documents. When the bidding documents are reviewed, it is found that there is no time to deal with them. At that time, they can only make do with revisions, which will lead to hasty integration of the bidding documents. Instead, it leaves hidden dangers. So I summed up an experience: walk in small steps and read more tenders, and turn back immediately when you encounter deviations. Another key point here is that the functional module and product configuration list and the initial quotation list should be quickly made before the sale. What is the purpose? Look at the 5th golden node.
5th Golden Node: Initial Offer Negotiation Intervention
Before the integration of technical solutions, the functional modules and product configuration lists and initial quotations are passed to the sales target of the business, and the salesmen should intervene in the initial quotations, because after the initial quotations are made, the salesmen should predict the quotations in advance, and communicate with the customer's budget or bottom bid. Price "matching". Some companies wait for the pre-sales engineer to complete the technical standard before they set the price. At this time, the sales will be surprised when they see the price, so they are eager to adjust the price significantly, which will in turn lead to reconfiguring the product before the sales, re-adjusting the plan, and adjusting the price. After that, I will feel inappropriate, and I will have another round. In the end, I spend a lot of precious time dealing with trivial matters. This leads to a lot of pre-sales work until 3 am, either to configure or to set the price. , the greater the probability of logical error (Note: some companies completely control the price, pre-sales or technology does not participate in the quotation, if this is the case, then the pre-sales or technology must know the product configuration of the quotation).
Therefore, the advantage of the initial quotation negotiation intervention is to let the sales know the approximate price, you can give pre-sales instructions in advance, and get the instructions to quickly lock the functional modules and product configuration quotations before the sales. Go ask a third-party company for a low price discount.
The sixth golden node: preparation of business bids
Thanks to the initial quotation negotiation intervention mechanism, the salesman obtains the initial product configuration list and initial price, which is also helpful for him to revise some details in the business. He can mobilize the business department to play a role in obtaining the latest product information and price discounts. with authorization. In addition, the commercial bidding documents are also not sloppy, and you must always review the bidding documents: walk in small steps and read the bidding documents more, and turn back immediately when you encounter deviations.
Afterwards, the commercial bids were completed for the sales, and the technical bids were completed before the sale, and the pre-sales were integrated and the bids were output, because he was the operator.
The seventh golden node: tender review
After the tender is released, it must be inspected. The responsible pre-sales engineer and responsible sales are responsible for the inspection of the tender. The responsible pre-sales inspects the technical bid, and the responsible sales inspects the commercial bid. The inspection content involves: the compliance of the bidding requirements, the structure of the bid, the format, the diagrams and charts , typos, statements, names (key names, especially the abuse of bid templates now, may be prone to some third-party customer names or enumerated inappropriate project names, which is easy to make jokes). After the inspection, cross-examine again, the sales inspect the pre-sales technical standard, and the pre-sales inspect the sales business standard, because sometimes the things written by oneself cannot be checked by themselves, and it is easy to find out if the perspective of another person changes. problems, such as typos. If conditions permit, it is best to have specialized business personnel conduct additional inspections. These peripheral personnel only perform textual verification, and inspections are best printed out. Paper documents are easier to find errors than electronic documents.
After the tender review is completed, it can be submitted to the Tender Committee for review and approval.
The 8th Golden Node: Bid Committee Review
Generally, the audit should be completed within 2 days before the opening of the bid. It is too early to occupy the time for writing the bid, and it is difficult to adjust the problem if it is too late. During the audit, it is also necessary to change the position of the audit, first from the perspective of Party A, and then from the perspective of Party B. The focus and details of the review should be separated, and the focus is still on compliance with the bidding requirements, configuration quotations, highlights and features, bid structure and format. After these key points are straightened out, the final details will be reviewed: icons, typos, sentences, names and other details, and the hidden devil will be discovered. If it is unqualified, it will be revised; if it is qualified, the bidding document and the second quotation will be sent to the sales department, and the next golden link will be entered: the bidding document will confirm the price.
The 9th Golden Node: Tender Confirmation Price Approval
At this time, responsible sales should read through the key chapters of the bidding document, confirm it, and then check and approve the price, because perhaps the sales can get inside information from certain channels at this time, and the price must be adjusted, or the company's profits must be protected, and the price must be adjusted. , or it may be purely to improve competitiveness to adjust prices. Then there is no way but to stand by before the sale, because the price adjustment will involve the adjustment of the plan. At this time, we must ensure that no mistakes are made, so the sales must be decisive, and it is best to adjust it at one time . The final word.
After this pass: the following is the signature seal.
The 10th Golden Node: Binding, Signing and Sealing
At this point, we are still one step away from success. When I encountered a lot of companies sealing their bids, because of the urgency of time, they were lost. Either less signatures, less stamps, and even lack of documents, so I have to do one first. List of signatures and seals (refer to the binding requirements of the bidding documents), list the matters to be signed, where to sign, where to seal, what seal to seal, binding method, binding steps, etc. In this way, when the bidding documents are packaged, pass them one by one, and tick each pass to ensure that nothing goes wrong.
If you follow this process and strictly control the above ten golden nodes, then the problem of everyone making tenders will be solved.
Copyright statement: Wu Bochen, project sales expert, pre-sales consulting expert, author of the best-selling book "Business War Past" on Tianya Workplace Channel Project Sales, thank the original author for his hard work, if the reprint involves copyright and other issues, please contact us (public number: NUM Tongchanglian) will be dealt with in the first time, thank you!