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Winner Takes All by Scott Keyser

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PRINCIPLE

FOUR.5

WRITE A CRACKING EXECUTIVE SUMMARY

CHAPTER SUMMARY

1. What an executive summary is for and not for.

2. What it should include.

3. How to write it.

4. When to write it and how long it should be.

I’ve dedicated a separate section of Principle 4 to the executive summary, because it’s the most important part of your proposal. It’s the only part that everyone buy-side reads. It may be the only part that some decision-makers read, especially the most senior ones. I’ve known a CEO vote for a supplier based on the executive summary alone.

WHAT’S A PROPOSAL EXECUTIVE SUMMARY FOR?

To answer the client’s question ‘What’s In It For Me?’ (‘WIIFM?’).

Your exec summary should capture the major benefits the client gets when they appoint ...

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