A Proposal’s ‘Executive Summary’ Isn’t What You Think It Is
Not even close, bud.
Time and time again people from all experience levels say that a proposal’s Executive Summary is a summary of the proposal.
Ugh! Gag me with a spoon.
This could not be more wrong.
The Executive Summary is not a summary or recap of the main points of the proposal.
It is not a cover letter.
It is not a description of your company and all your services.
It is not a recap of the rest of the proposal for only high-level executives to read.
Okay Then, What Is It?
First and foremost, the Executive Summary (ES) is a sales tool. It’s a concise, compelling, persuasive portion of the proposal that shows that you understand the customer’s problem/issue/needs, their overall goals, how your solution will meet those needs, and how you’re different and unique from your competitors. It is customer-focused. It’s the business “case” of why they should choose you.
Remember, the ES (and the proposal, for that matter), is not all about you. It’s about them. Sometimes the ES is the only portion an evaluator will read. It’s important to remember that there is a human being reading it, and your job as a writer is to use language that will connect with that human. Tell a story. Build empathy into it. Make it interesting to read.
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Why You Should Always Write It First
Another key mistake is waiting until the proposal is done to write the ES, in a last-minute haste.
The ES should be the first thing you write. It’s based on your ‘win theme’ (ie. knowledge of the customer’s needs and pain points) and sets the tone for the rest of your proposal. It sets your win strategy. If you’re not focused on the customer’s needs and are just answering the questions from an RFP, how do you expect to set yourself apart from the customers, and win the business?
The ES has these key elements:
The problem/issues facing your customer
The results your customer wants to achieve
Your solution, and how it will achieve their needs/goals
How you’re different/your unique attributes
How Long Should It Be?
Although there is no set length, generally speaking, it’s usually a couple of pages. Enough to get the key points across, but not too long or too technical that it loses its impact. And not too short (ie. one page) that it doesn’t have a chance to fully convey the key themes.
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Remember, the ES is your opportunity to set the stage for the rest of the proposal and show the customer that you understand their needs better than anyone else. Taking the time and effort to make it stand out will separate your proposal from the rest and increase your chances of winning.
Tammy Holzer, MA is an APMP Executive Summary Micro-Certified writer, strategic proposal developer, and business development specialist. To find more articles and tools visit www.tammyholzer.com.
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