KEY POINTS
> Aligning offering, competences and market
> Packaging firm’s offering
> PUSH strategy vs. PULL strategy
> Firm’s offer mapping

WHAT HAS TO BE DONE
> Understand firm’s strategy and positioning
> Define offering features (issues, scope)
> Define value proposition (client needs)
> Define targets (market, business sectors, functions, decision enhancers, buyers…)
> Define offer positioning (vs. competition, expertise, experience, differentiating factors…)
> Understand environment : TIMES analysis analysis
> Create offer development tools (proposal template, targeting) and external communication tools (website, product sheet, newsletter…)
Ease knowledge sharing within the firm

RISKS
> Lack of knowledge about the offers within the firm
> The offer does not meet client needs
> Offer not aligned with firm’s strategy
> Offer does not fit in firm’s client portfolio

DELIVERABLES
> Creation and positioning of the firm’s offer
> Offer mapping
> PUSH offers vs. PULL offers
> Sales pitch (30-3-30: 30 seconds, 3 minutes, 30 minutes)
> Packaging of offers
> Action plan for developing firm’s offers.