Re: Executive Summary - Help!

Subject: Re: Executive Summary - Help!
From: Dick Margulis <margulisd -at- comcast -dot- net>
To: "TECHWR-L" <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Mon, 04 Oct 2004 11:43:22 -0400


There are all sorts of documents for which people write executive summaries, not just sales proposals. In _most_ situations, there needs to be explicit supporting material for any assertion made in the executive summary; and therefore it makes sense to construct it _as_ a summary of the overall document.

In RFx responses, where the bulk of the document consists of brief answers to questions the prospect asked, I agree that the executive summary is the one place you get to state your view of the opportunity in a well written and cohesive selling proposition. But that is not an executive summary in the usual sense; it is a horse's tail that is labeled as a leg, instead.


John Posada wrote:

I've been tasked with writing an Executive Summary, only I've never
done this :>(
Does anyone out there have a standard template that I could
utilize? Would really appreciate the help.

I've done many Executive Summaries as part of 18 yers of sales and 2
years of proposal response management.

The Executive Summary should always be written from scratch and it
should be the most polished section of the response. Identify the
three-four main issues that need to be solved by the offering, then
write as convincingly as possible why your offering solves their
issues best. Keep in mind that some of the highest ranking members of
the evaluation committe will only see this section of the document
and base their decision of those 2-3 pages in conjunction with the
recommendation of the technical members of the committe.


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Re: Executive Summary - Help!: From: John Posada

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