The second model in business development & acquisition relates to the distribution of roles when the clients need is identified and the selling organisation prepares for and delivers a proposal, and to roles during the delivery phase. It is called the commercial roles model.
Especially during the proposal phase there are more or less two ‘camps’, the camp of the client- and the camp of the supplier-organisation.
The organisations have different interests: the client organisation may have to deal with bids from different competitors while the selling organisation is focused on closing the deal.

Commercial Roles

Those concerned in the suppliers organisation will contribute best if they noticeably play different roles towards the client organisation, for instance that one person clearly wears the ‘sales’ hat. Whereas consultants with a trusted relationship with the client’s top management avoid the typical commercial behaviour and keep identifying with the client’s problems. One of the executives in the supplier’s organisation should play the ‘leading partner’ role, etc.