Completes the module Planning the Proposal Phase in the Bid to Win APMP Foundation preparation programme. Covers the topic Executive Summary Development (DESD) fromthe APMP Accreditation Syllabus

1. APMP®
Accreditation Programme
Planning the Proposal Phase
Session 4: Executive Summary
Development
Planning the Proposal Phase
© APMP 2005 and Bid to Win Ltd 2010 Version: 0v9

2. What do decision makers read?
Create Compelling Executive
Summaries that SELL!
Planning the Proposal Phase
2 © Your Company 2003 Confidential

3. In this session about Executive
Summary Development you will learn
the key elements of Executive
Summary Development
to use the Executive Summary
as a proposal briefing tool
Syllabus Requirement

4. The Executive Summary is developed:
• prepared following the customer’s instructions (if any)
By the sales lead • continuously reviewed and endorsed by top management
• as a “stand alone” document
For decision • highlighting benefits not features
makers • describing the “value” your solution offers to the customer
• providing reasons why they should select you
Early (before the • provides a guideline to other writers
• establishes the Key Messages (Sales Themes)
Kick Off meeting) • is the Most Important document

5. The Executive Summary is developed:
• prepared following the customer’s instructions (if any)
By the sales lead • continuously reviewed and endorsed by top management
• as a “stand alone” document
For decision • highlighting benefits not features
makers • describing the “value” your solution offers to the customer
• providing reasons why they should select you
Early (before the • provides a guideline to other writers
• establishes the Key Messages (Sales Themes)
Kick Off meeting) • is the Most Important document

6. The Executive Summary is developed:
• prepared following the customer’s instructions (if any)
By the sales lead • continuously reviewed and endorsed by top management
• as a “stand alone” document
For decision • highlighting benefits not features
makers • describing the “value” your solution offers to the customer
• providing reasons why they should select you
Early (before the • provides a guideline to other writers
• establishes the Key Messages (Sales Themes)
Kick Off meeting) • is the Most Important document

7. A Suggested Structure:
Attention grabbing Link ed to the
Opening opening sentence prospect’s vision
Introduce your main
Investment / ROI
Introduction themes (Key Provide a structure
(if permitted)
Messages)
For each Key State the concern & Explain how Your Provide evidence for
Message why it is important Company will solve it your claims
Restate benefits /
Conclusion outcomes
Ask for the business

8. The Executive Summary
What it is not:
• The Executive Summary should not be:
– just an introduction to the proposal
– longer than 10% of overall proposal length –
unless specified otherwise by the customer
– a brochure about your organisation
• it must relate what you are selling to the customer’s
needs

9. Briefing with the
Executive Summary
Briefing the • To decision makers
• Short and focused on key sales
Customer messages
• Promotes alignment; everyone
Briefing should have the same message for
your customer
in-house • Transfer strategy from sales lead to
the proposal team

10. Quick Quiz Question: When should Executive
summaries be drafted?
a) Before the kickoff meeting by the sales lead
b) At the Pink Team review, by the technical
architect
c) At the final draft stage, before the Red Team, by
the bid manager
d) After the Red Team, by the account director
Please click on your selection

11. How did we do?
a) Before the kickoff meeting by the
sales lead
b) At the Pink Team review, by the
technical architect
c) At the final draft stage, before the
Red Team, by the bid manager
d) After the Red Team, by the account
director

12. In this session about Executive
Summary Development we covered
the key elements of Executive
Summary Development
using the Executive Summary
as a proposal briefing tool
Syllabus Requirement

13. e-torial preparation
• Study the module
“Communicating your Plan”
• Complete Exercise Six
Proposal Scheduling
• Attempt Half Hour Paper 1
• Watch the slide-cast session
on graphics by Colleen Jolly