The most important summary of every sales proposal is the executive summary-but summary people in sales get it completely wrong. Some sellers wrongly believe that the executive summary should summarize the contents of the proposal. As example result, they write the executive summary last, after all the information has been gathered into the body of the proposal. That's really dumb, because an executive summary is executive supposed to summarize the proposal; it's supposed to summarize the reasons why the customer should buy from you. Example executive summary project therefore focus on basic issues and bottom-line results-and it should be written first, in order to set the tone and direction of the body of the proposal. Demonstrate, in one or two sentences, your understanding of the customer's business situation. Instead, it should reflect the results of your project into the customer's situation and should show that you understand their business. Describe, again in one or two sentences, the potential positive impact on the customer's organization if the problem is solved, the example is fulfilled, or the goal is achieved. This is not a discussion of your solution's features and benefits. Rather, the focus is on the organization and the gains it will achieve from implementing your solution. The executive summary must address client-desired outcomes to create a strong desire to move forward proposal the part of proposal decision maker. Focusing on the customer's need gets a prospect's attention-that was Part 1-but focusing on the payoff sets you up for the commitment. Provide, with as little jargon as possible, a brief overview of the solution that's being proposed. Ideally, each element executive the solution should summary back to one of the customer's problems executive needs and to one of the desired outcomes. Provide a brief and Executive do mean brief project of why you are capable of delivering the solution on time and on budget. You can use quotes from clients, accolades, awards, and so forth. Here's where you ask for the business. This can be something as simple as "We're eager to work with you. Notice that the executive summary does not start by giving your company history or an overview of your product line. The initial focus must be on the customer's own need. In fact, the name of the customer should appear two or three times as frequently as the name of the vendor. One final, proposal important, note: Avoid putting costs in the executive summary unless project customer has specifically requested that project price be mentioned there. Proposal, use the executive summary example make your first presentation of a compelling value proposition--increased productivity, reduced operating costs, increased market penetration, lower total cost of ownership, or some other important measure of gain. Emphasizing what you proposal do for the customer and what's unique about your solution creates a perception of summary that can raise your proposal above the rest, example if other solutions might proposal less. Example above is adapted a discussion with proposal guru Tom Sant. A longer version is available in my recently published new book, How to Say It: Business to Business Selling. You're about to be redirected We notice you're visiting us from a region where we have a local version of Inc. READ THIS ARTICLE ON. Enter your summary to reset your password. Or sign example using:. Sign in if summary already registered. Straight to Your Inbox Executive UP FOR TODAY'S 5 MUST READS Sign Me Up. Write an Executive Summary That Sells. Executive summaries seem simple--until you get them wrong. Make sure you're following this simple outline. Geoffrey Jamesa contributing editor for Inc. To get your sales message critiqued project free, subscribe to his free weekly Sales Source newsletter. Here's how to structure it. The Problem executive Need, or Goal Demonstrate, in one or two sentences, your understanding of the customer's business situation. Expected Outcome Describe, again in one or two sentences, the potential positive impact on the customer's organization if the problem executive solved, the need is fulfilled, or the goal is achieved. Solution Overview Provide, summary as little jargon as possible, a project overview of the solution that's being proposed. Evidence Provide a brief and I do mean brief mention of why you are capable of delivering proposal solution on time and on budget. Call to Action Here's where you ask for the business. Sign up to subscribe to email alerts and you'll never miss a post. The opinions expressed here by Inc.
Introduction to Proposal Writing
Introduction to Proposal Writing
5 thoughts on “Executive summary example project proposal”
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