Sell Your Proposal with a Strong Executive Summary

by John Clayton

Responding to a request for proposals (RFP) is pretty straightforward. You describe your company’s history, your product or service, its implementation schedule, and the support you’ll provide. The one stumbling block is the one section that everyone will read: the executive summary.

What is its purpose? If you answer, “To summarize the proposal,” think again. The executive summary lays out the business case. As you write it, you should balance efficient delivery of key information with a persuasive, well-substantiated pitch. Above all, the executive summary must demonstrate a clear understanding of the potential client’s needs. A good way to do this is to include the ROI your ...

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