Part of the Learn to Write Proposals online proposal guide.
In the business proposal Executive Summary guidance we suggest the following flow:
The way you structure this section and write your tender or bid (and it's sub-sections) depends on the kind of product or service you are providing and also the way that the RFP requires you to respond. However, whatever the specific content, the key to writing winning proposals is to ensure your solution focuses on how you solve the client’s business need.
The aim is to present a solution so compelling that the client believes that you are uniquely capable of delivering the contract. It’s not enough to say ‘we can do it’ - this is the time to say ‘we can do it’; ‘this is how’; and ‘this is what makes our solution different, and better, than the competition. This is the time to present and expand on your win themes developed in your Bid Capture Plan.
This is what we said about win themes in the Bid Capture Plan:
In your win themes always:
Table of compliance
In a lot of cases a table of compliance can be included. This useful when there are detailed and specific requirements listed in the RFP and it provides a visual reference to the buyer that they can refer to.
It is important that if you submit a table of compliance that you are compliant! You can be sure that your competitors will be. There are two reasons not to be compliant and submitting:
If you are thinking of submitting a non-compliant bid, then first talk with the client and ask them if they will be happy to accept it.
Next...more on presenting your solution - telling a story in your business proposal.
In the business proposal Executive Summary guidance we suggest the following flow:
- What’s the requirement?
- What’s the ideal solution?
- How does your solution solve the buyer’s problems?
The way you structure this section and write your tender or bid (and it's sub-sections) depends on the kind of product or service you are providing and also the way that the RFP requires you to respond. However, whatever the specific content, the key to writing winning proposals is to ensure your solution focuses on how you solve the client’s business need.
The aim is to present a solution so compelling that the client believes that you are uniquely capable of delivering the contract. It’s not enough to say ‘we can do it’ - this is the time to say ‘we can do it’; ‘this is how’; and ‘this is what makes our solution different, and better, than the competition. This is the time to present and expand on your win themes developed in your Bid Capture Plan.
This is what we said about win themes in the Bid Capture Plan:
In your win themes always:
- Pick your competitive advantages that are important to the client
- Emphasise the value to the client
- Back them up with evidence
- Use them in your business proposal
Table of compliance
In a lot of cases a table of compliance can be included. This useful when there are detailed and specific requirements listed in the RFP and it provides a visual reference to the buyer that they can refer to.
It is important that if you submit a table of compliance that you are compliant! You can be sure that your competitors will be. There are two reasons not to be compliant and submitting:
- You have a superior alternative that doesn’t impact on the remainder of the requirement
- The requirement is not mandatory and the rest of your solution demonstrates your superiority
If you are thinking of submitting a non-compliant bid, then first talk with the client and ask them if they will be happy to accept it.
Next...more on presenting your solution - telling a story in your business proposal.
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