Chapter 6
WINNING EXECUTIVESUMMARIES
Your Most Powerful Selling Tool
GOLDEN RULE:
A compelling executive summary gives the customer’s evaluators what they need to sell your company to their decision makers. When they do that, they become de facto members of your sales force.
One of the finest red wines in the world is Penfold’s Grange Hermitage from South Australia. The label on each bottle advises purchasers to age the wine for twenty years or more to allow it to reach perfection. That’s a long time to get it right, and it has taken even longer than that for the concept of the executive summary to mature.
In their earliest incarnation, prior to and after World War II, many proposals did not have executive summaries. They were mainly workmanlike ...
Get Powerful Proposals now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
