XX公司全套内部培训教程.ppt

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1、CreatingEffectiveProposalsWritinganEffectiveExecutiveSummaryCONSULTINGGeneralRulesBeginEarlyFollowRFPInstructionsHighlyThematicClear,ExpositoryWritingExplicitMessagesActiveVoice,FirstorThirdPerson,PresentTense,Positive/Confident(butnotarrogant)ToneAvoidAdverbsandOverblownWritingUtili

2、zeSummaryGraphicsObjectivesGettheReader’sAttentionShowourUnderstandingoftheProblemInsights/PerspectivesSummarizeKeyPartsofOurApproach/Solution-FocusonHowConveyConfidencethatKPMGistheBestFirmtodotheJob-Why?ObtainImportantPoints/ThemesfromMajorSectionWritersPreparingandWritingIFirstSte

3、psReadtheRFP/OpportunityFactSheetReviewProposalDiscriminatorsandThemesAnalyzeProposalLearnCustomer‘HotButtons’ReviewOtherExecutiveSummariesPreparingandWritingIIBuildOutlineOutlineEachPageMajorHeadings,IdeasandGraphicsMapThemesandDiscriminatorstoHeadingsPreparingandWritingIIIWorkThrou

4、ghEachSectionFleshOutIdeasthatwillbeDevelopedUseSelectedProposalGraphicsCreateSummaryGraphicsUseNewGraphics/TextSparinglyCreateTextAdaptProposalText(minimizedirectlifts)WriteIntroductions,Linkages,ClosingPointsEditingandRevisionsEnsureGoodDraftforRedTeamReviewSeekBDMReviewSeekSr.Mana

5、ger/PartnerReviewDon’tSkipEditorFineTuneContinuouslyAnyQuestions?CarlRosenblattBDSTManager,PublicServicesTyson’sTower703747-6508CreatingEffectiveProposalsProposalBasicsCONSULTINGTheBigPicture“Theobviousisobvious…onlyafterit’sobvious”WhatMakesaGoodProposal?Isdirectedtotherightaudienc

6、eOffersalow-risk,well-substantiatedsolutiontoareal(notalwaysstated)needIseasytounderstandShows(notclaims)competenceOffersdistinctbenefitsoverothersBetter,faster,cheaperImpressesevaluatorsProvidestangiblevalueWhatMakesaBadProposal?Hardtounderstand/hardtoscoreNotresponsiveandnon-compli

7、antFailstodemonstratecompetenceSolvesthewrongproblemOffersanunprovenorriskysolutionNotdifferentiatedfromthecompetitionClaimsarenotbelievableGrammaticalerrors/generalsloppinessWhyAreSoManyProposalsBad?TheyareproducedbycommitteesTheyareproducedunderpressureTheyshowananxietytowinTheprop

8、osalstaffiso