creating effective proposals proposal writing -- general rules c o n s u l t i n g
TRANSCRIPT
Creating Effective Proposals
Proposal Writing -- General Rules
C O N S U L T I N G
C O N S U L T I N G
Proposal Writing
A Quotation for All Writers
“IF I HAD MORE TIME, I WOULD HAVE WRITTEN A
SHORTER LETTER.”
C O N S U L T I N G
Proposal Writing
Winning Proposal Text
RFP Compliant Direct and Concise Client Specific Geographic Slant Specific Examples Tells How and Why Empathetic
C O N S U L T I N G
Proposal Writing
Guidelines and Tipsto Get There
C O N S U L T I N G
Proposal Writing
Verify Your Writing Assignments
Know the sections you are assigned to write
Consult the Proposal Outline for deadlines and page constraints
If confused, consult with Partner, Proposal Manager, or Proposal Coordinator
Don’t assume anything
Be prompt with your sections - proposals depend on organization and punctuality
C O N S U L T I N G
Proposal Writing
Understanding RFP Compliance
Read the RFP BEFORE you start writing Understand what is required in your section(s)
Pay close attention to the RFP “evaluation criteria”
Understand response format - verify if you are unsure
If you have compliance concerns, talk to the Proposal Manager BEFORE you start writing
Questions can be posed to the client that clarify the requirement
Creative responses can be developed
C O N S U L T I N G
Proposal Writing
Writing RFP-Compliant Text
Write for ease of evaluation Evaluator tends to look for RFP section number
references, RFP wording
Evaluator uses compliance checklists
Write response format according to RFP Q/A format vs. standard format
Then discuss how we will accomplish or exceed the requirement
C O N S U L T I N G
Proposal Writing
Compliance Example
Requirement:
Vendor will be responsible for system performance tuning.
Non-Compliant:
“KPMG will conduct system performance tuning.”
Compliant:
“Using our proven OSIIG methodology, KPMG will conduct system performance tuning by completing the following tasks:
– Set up model database environment
– Load comparable volumes of data
– Run the application repeatedly
– Record and verify results”
C O N S U L T I N G
Proposal Writing
What to do When There’s No RFP
KPMG Partner/BDM/Sr. Manager should fill out an Opportunity Fact Sheet (OFS)
Contains much of the information found in an RFP
Becomes, in effect, the RFP for the proposal
Refer to OFS for guidance/themes
When in doubt, ask Proposal Manager
Again, don’t assume anything
C O N S U L T I N G
Proposal Writing
Preparing to Write
Think before you write
Fight the temptation to dig in
Think some more
Compose graphics first (represent visually)
Helps organize ideas
Obtain pre-formatted section template and style guide from Proposal Coordinator
Ensures consistent headings, fonts, appearance
Increases punctuality
C O N S U L T I N G
Proposal Writing
10 Commandments for Superior Proposal Writing
1. Get your point across early– establish theme right away; spark the evaluator’s interest
2. Emphasize the customer– what is the customer’s gain in what we’re proposing?
3. Be specific– sell just a few ideas, and sell them hard
4. Write in a positive style– don’t be defensive, negative, or apologetic
5. Speak the customer’s language– don’t assume the evaluator knows your methods/approach
C O N S U L T I N G
Proposal Writing
10 Commandments for Superior Proposal Writing
6. Be frank and direct– vague proposals confuse evaluators
7. Keep your writing terse– excessively long sections obscure the few good points
8. Use brief, active language– be conversational and straightforward, not formal
9. Make your organization obvious– follow the RFP titles; give evaluators every sign-post
10. Be original– if lifting, make sure text is tailored!
C O N S U L T I N G
Proposal Writing
Any Questions?
Carl Rosenblatt
BDST Manager, Public Services
Tyson’s Tower
703 747-6508