Needs assessment and discovery
Listen to the client, understand the context and explore needs, constraints and success criteria before formulating a solution.
A shared understanding of the problem and what needs to change.
BTD METHODOLOGY
Deal Makers.
Value Builders.
Deal Craftspeople.
BTD Deal System™: needs, areas for improvement, impacts, value proposition and win-win negotiation — built on method, experience and executive relationships.
FIVE MOVES / DEAL CONSTRUCTION
From the real need
to shared value.
A consultative journey to understand, prioritize and develop a proposal that makes sense for the client and everyone involved in the deal.
Mapping areas for improvement with MIRA Selling
Explore Mapping, Impasse, Repercussion and Aspiration: context, infrastructure, goals and data; recognized difficulties and limitations; operational, financial and strategic consequences; and the desired future state and the value of achieving it. Organize improvement opportunities and validate root-cause hypotheses with evidence, without confusing correlation with causation.
A diagnosis that distinguishes symptoms from causes and prioritizes relevant improvements.
Operational, financial and strategic impacts
Connect the problem to the company’s operations, costs and risks, and future strategy, with input from relevant teams and assumptions validated by the client.
Clear criteria for assessing the priority, investment and value of change.
Building the value proposition
Translate needs and impacts into a differentiated solution aligned with technology, operations, finance, strategy, brand and the procurement process.
A proposal that responds to the context and stakeholders’ interests.
Win-win negotiation
Build an agreement with clear objectives, concessions, responsibilities and terms, seeking mutual value and a sustainable relationship.
Aligned interests for a balanced agreement and a long-term partnership.
ONE METHOD. FOUR PILLARS.
From opportunity
to a sustainable agreement.
Thirty years of market experience distilled into a framework for investigation, value creation, alignment and negotiation.
D / BTD DEAL SYSTEM™
Diagnose
Listen, identify needs, validate the root cause and understand the problem’s real impact.
E / BTD DEAL SYSTEM™
Economic Value
Build the business case: benefits, TCO, ROI, payback period and the cost of leaving the problem unresolved.
A / BTD DEAL SYSTEM™
Alignment
Understand each stakeholder and align the solution with business unit priorities and company strategy.
L / BTD DEAL SYSTEM™
Leverage
Differentiate the proposal, negotiate value and build a sustainable agreement for all parties.
MIRA SELLING / LISTENING AND DIAGNOSIS
The solution starts
with a good question.
MIRA is an approach to investigation, not a rigid script. Understanding the client’s reality comes before recommending or demonstrating a solution.
Mapping
Understand the context, infrastructure, goals, processes and available data before moving forward.
“How is the environment structured, what goals guide the operation, and what data is already available?”
Impasse
Make explicit the difficulties and limitations the client recognizes, without assuming their cause; formulate hypotheses and seek evidence.
“What difficulties or limitations do you recognize today, and what is preventing progress?”
Repercussion
Develop the operational, financial and strategic consequences, connecting the problem to people, costs, risks and outcomes.
“When this happens, what consequences does it have for operations, finances and strategy?”
Aspiration
Project a desired future scenario and help the customer articulate the value of solving the problem, without turning the question into a disguised product demonstration.
“Hypothetically, if this challenge were resolved, what would change, and what operational, financial or strategic gains might it unlock?”
A hypothesis is not evidence. Symptoms and correlations need to be investigated using operational data and validated with the people involved; correlation does not prove causation. The questions are guides: listening, context and evidence matter more than a rigid script, and Aspiration is not a disguised product demonstration.
A CONNECTED BODY OF KNOWLEDGE
The differentiator lies
in the integration.
Complex sales and communication tools are more powerful when organized into a consistent view of the business.
Communication and behavior
References on brain dominance and neuro-linguistic programming (NLP) are used as communication resources, without labeling people or promising psychological diagnoses.
Pipeline Blueprint
Pipeline architecture, qualification criteria, cadences and opportunity assessment.
MIRA Selling
Investigation through Mapping, Impasse, Repercussion and Aspiration: context and data, acknowledged challenges, consequences and a desired future scenario.
Tenders, RFIs and RFPs
Preparation for tenders, requests for information and proposals, aligning requirements with differentiation.
Stakeholder network
Understanding the areas involved, their interests, influence and role in the decision.
Value and negotiation
Connect needs, evidence and the value proposition to guide a sustainable agreement.
INTELLIGENCE WITH HUMAN DIRECTION
Method + AI.
Experience + relationships.
Technology expands analytical capabilities. Experience and contextual understanding guide judgment.
Prepare and organize.
Agents trained in the method support the organization of information and hypotheses, and the preparation of commercial actions.
Interpret and decide.
Executive engagement connects technical capabilities, business needs and account priorities.
Connect and build.
Relationships can facilitate conversations, coordination among stakeholders, and access to relevant contexts.
AI support with human oversight. Application depends on the quality of the information, confidentiality, and the context of each opportunity. Relationships do not guarantee access or a deal closing.
RELATIONSHIPS / COLLECTIVE DECISION-MAKING
A different conversation.
A shared goal.
Each stakeholder has their own concerns, criteria, and ways of engaging. A human-centered approach listens to these differences and builds trust.
More relationship-oriented
Listening, trust, context, and cooperation. Build rapport without losing clarity about the problem and commitments.
More analytical
Data, criteria, scenarios, and evidence. Make assumptions and risks explicit, along with how results will be monitored.
More strategic
A vision for the future, priorities, and competitive advantage. Connect the solution to business growth and market positioning.
Preferences observed in conversation—not fixed labels or psychological diagnoses. The approach is adapted and validated with the other person.
The proposal needs to create value
for decision-makers—and for those who operate it.
Technology
Architecture, integration, security, and evolution of the environment to meet actual requirements.
Operations
Continuity, service quality, efficiency, and execution that reduces day-to-day friction.
Finance
TCO, ROI, payback period, risks, and benefits that support an economically sound decision.
Strategy
Future competitiveness, capacity to evolve, and products and services that matter in a changing market.
Marketing & Brand
Customer experience, differentiation, and contribution to the buying company’s brand and reputation.
Procurement & Purchasing
Requirements, proposal comparability, contractual risks, and clear contracting criteria.
BTD DEALMAKERS™ / JOURNEY
12 modules.
A deal in progress.
From market selection to negotiation, content becomes decisions, tools, and practical application to real opportunities.
Explore each stage of the journey.
01Market IntelligenceWhere are the deals?
Select markets, target accounts and opportunity signals. Prioritize where to focus before starting sales outreach.
APPLICATION IN REAL DEALS02Pipeline ArchitectureTurn markets into opportunities.
Pipeline architecture, qualification criteria, conversion and cadence. Build a measurable Pipeline Blueprint.
APPLICATION IN REAL DEALS03Buyer MindHow buyers think and decide.
Adapt communication to stakeholders, build trust, address perceived risk and provide evidence. Formulate behavioral hypotheses without labeling people.
APPLICATION IN REAL DEALS04Strategic CommunicationLanguage, trust and influence.
Strategic communication as part of building relationships and executive dialogue.
APPLICATION IN REAL DEALS05Deal DiagnosisUncover the problem behind the request.
Consultative diagnosis using MIRA Selling: Mapping, Impasse, Repercussion and Aspiration to investigate needs, evidence, impact and the value of resolving the issue.
APPLICATION IN REAL DEALS06Proof of ValueTurn promises into evidence.
Demonstrate value to support the customer's evaluation of the proposal.
APPLICATION IN REAL DEALS07Account PlanningBuild your account strategy.
Plan the account to connect relationships, opportunities and business priorities.
APPLICATION IN REAL DEALS08Decision DynamicsPower, influence and politics.
Understand stakeholders and the dynamics that shape collective decisions.
APPLICATION IN REAL DEALS09Public Sector DealsHow to build business with government.
Develop public sector opportunities and prepare for procurement and tendering contexts.
APPLICATION IN REAL DEALS10RFI & RFP StrategyInfluence before you respond.
Strategic preparation for requests for information and proposals, connecting requirements to the value proposition.
APPLICATION IN REAL DEALS11Competitive LeverageBuild a defensible advantage.
Competitive positioning to support a differentiated value proposition.
APPLICATION IN REAL DEALS12Deal NegotiationNegotiate value and close the deal.
Negotiating and guiding the deal with a focus on value and a sustainable relationship.
APPLICATION IN REAL DEALSYOUR NEXT MOVE
A value proposition
doesn’t come ready-made.
Let’s explore how the methodology can support your team and its opportunities.