1. Creating Effective Proposals
Proposal Writing -- General RulesC O N S U L T I N G
2. A Quotation for All Writers
“IF I HAD MORE TIME, I WOULD HAVE WRITTEN A SHORTER LETTER.”
3. Winning Proposal TextRFP Compliant
Direct and Concise
Client Specific
Geographic Slant
Specific Examples
Tells How and Why
Empathetic
4.
Guidelines and Tipsto Get There
5. Verify Your Writing AssignmentsKnow 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
6. Understanding RFP ComplianceRead 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
7. Writing RFP-Compliant TextWrite 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
8. Compliance ExampleRequirement:
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”
9. What to do When There’s No RFPKPMG 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
10. Preparing to WriteThink 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
11. 10 Commandments for Superior Proposal Writing1. 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
12. 10 Commandments for Superior Proposal Writing6. 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!
13. Any Questions?Carl Rosenblatt
BDST Manager, Public Services
Tyson’s Tower
703 747-6508