Pre-Sales RE – Pt 5: Conclusions

This series of articles showed briefly that the major differences between pre- and post-sales requirements engineering are the phase specific risks, their risk responses (mainly mitigation strategies), and exit criteria that have to be defined. Mitigation strategies are borrowed from Miller Heiman’s sales approach, for sales approaches have been dealing with these risks ever since. Additionally, it proved to be very helpful that Miller Heiman can be easily combined with requirements engineering activities since this sales approach uses a very similar focus—the customer’s concept. On the other hand requirements engineering helps out with the secondary risks Miller Heiman introduces.

However, this can only be a brief overview. A lot more could be said about the Green Sheet and its application, or the not even yet mentioned Blue Sheet, about buying influencer and discrepancy analyses, as well as red flags, the joint venture approach or the use of golden silence. Other topics skipped completely are the bidding process or dealing with Requests for Information (RfI) or Requests for Proposal (RfP) about which Miller Heiman sales people have a certain opinion.

Last but not least this paper should also encourage requirements engineering professionals to acquire sales knowledge since they either actively participate in pre-sales phase or have to deal with its outcome later as part of the delivery unit.


  1. PMI: A Guide to the Project Management Body of Knowledge: PMBOK (5. Ed), PMI 2013
  2. Miller, R., Heiman, S., Tuleja, T.: The New Conceptual Selling. (2. Ed.). Kogan Page, 2011
  3. Miller, R., Heiman, S., Tuleja, T.: The New Strategic Selling. (3. Ed.). Kogan Page, 2011
  4. Cohn, M.: User Stories Applied: For Agile Software Development (1. Ed.) Addison & Wesley 2004
  5. IIBA: A Guide to the Business Analysis Body of Knowledge: BABOK 2.0, IIBA 2009
  6. Kano, N., Tsuji, S., Seraku, N., Takahashi, F.: Attractive Quality and Must-be Quality. Quality – The Journal of the Japanese Society for Quality Control, Vol. 14, Nr.2, S.39-44, 1984

Previous: Pre-Sales Re – Pt 4: Mitigating Secondary Risks – The Requirements Engineering Risk Responses


Christoph Oemig

Christoph Oemig

studierte Medieninformatik mit dem Schwerpunkt Mensch-Computer Interaktion und Betriebswirtschaft in Wedel und Furtwangen. Er ist IREB Certified Professional for Requirements Engineering (CPRE), IIBA Certfied Business Analysis Professional (CBAP), UXQB Certified Professional for Usability and User Experience (CPUX) und gestaltet als Lead Business Analyst bei der Deutschen Bank die anforderungstechnischen Belange im Bereich Cash und Selbstbedienung. Er ist Mitglied der Fachgruppe Requirements Engineering der Gesellschaft für Informatik (GI) sowie des Berufsverbandes der Deutschen Usability und User Experience Professionals (German UPA) und regelmäßig Referent auf Tagungen und Konferenzen zu Themen des Requirements Engineerings, der Business Analyse sowie dem Usability Engineering.
Christoph Oemig

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