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Proposal Autopsy - The Executive Summary

PROPOSAL INC

Proposal Autopsy
The Executive Summary

1 | 3 ™® 2010 Proposal Inc www.proposalsandrfps.com

A Proposal Inc eBooklet www.proposalsandrfps.com ™© 2010 Proposal Inc
Proposal Autopsy - The Executive Summary

The Executive Summary

What role, if any, does an Executive Summary (ES) play in the

proposal? Some RFPs require it. Most don’t. Does it really
matter? In a word, YES! It matters. Read on.

An ES is similar to the opening arguments of an attorney in court. It’s

your shot at getting the jury and judge (client) to lean in your direction
and embrace your philosophy, your approach and yes, your price –– early
in the proposal document. But you can’t say every possible detail, so you
must make it count and craft a single page (preferred) base from which to
launch the rest of your proposal.

I can hear some of you now: “Nobody reads it. They all flip to the pricing
page.”

Maybe. But it’s your first shot at making the attempt. And for sure, any
serious RFP client will certainly read your proposal, probably with a panel
of evaluators, and focus tightly in on your ES. Okay, some won’t, but
most will. And even if some percentage doesn’t read your ES, are you
willing to take the risk and not include one? Exactly.

Composition
The ES is not about you, but about the client – their needs, their desires,
their hopes, their dreams. I’m not being dramatic. You have to think the
way the RFP client does. They really want a great solution – at least
better than the current one – and hope to get a breath of fresh air,
innovation and benefit from your proposal. So, it’s all about the RFP
client.

The ES is NOT your opportunity to fill a page or more about how great
you think you are, or all the things you have which you are so proud of.
So, don’t even begin to go there. Instead, check your ego at the door and
focus on the customer. The RFP. Take a hard look at what they are
asking for and WHY. Look behind the specs and try to infer why they
want a particular solution (if you know) and how that would benefit the
client and their clients as well. Be specific. Think it through.

2 | 3 ™® 2010 Proposal Inc www.proposalsandrfps.com

Proposal Autopsy - The Executive Summary

ES’ Organization
Thank You – begin by showing gratitude to participate in the RFP bid
process.

Having identified the RFP client’s top 3-5 priories, goals, desires – AND
rationale – cite in summary form next. This will denote that you have a
strong understanding of the RFP client, read the RFP and cared enough to
play it back to them for confirmation.

Briefly sketch a summary of the types of solutions you have provided

similar clients and the results/impact/gains/benefits. Keep it brief. Pithy.
Give them a taste of your past successes, ability to exceed similar
customers’ expectations.

Connect the dots: describe how your solution, approach (summary style)
will meet the RFP client’s specific goals and priorities. Be very specific –
as specific as the RFP’s request. Cite a pricing factor here which hints of
what the RFP client will be expected to pay should they go for your entire
solution as you have stated it. Be sure to make your case in the first part
of this paragraph/section. Failure to do so will result in you appearing as
demanding a price without meaningful justification. In proposal-speak,
that’s rude.

Summary: This is where you are asking the jury to convict! (or acquit!)
based on your proposition, your value, your track record and your
willingness to be flexible, accommodating and be the business partner
the RFP client is asking for. You don’t want to sound arrogant, but to
make your point clear and precisely. That’s what it takes to set the tone
of Success for the remainder of the proposal. The ES matters. It really
does matter.

Want more ideas about how to make your proposals and other sales & marketing
efforts more effective? Proposal Inc is a Dallas-based professional services
company providing bid management services, document development and
business consulting services solutions. We serve clients nationally and welcome
the opportunity to speak with you. Contact us at contact@proposalsandrfps.com.

3 | 3 ™® 2010 Proposal Inc www.proposalsandrfps.com