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1、Creating Effective ProposalsProposal Writing - General RulesC O N S U L T I N G第1页，共14页。C O N S U L T I N GProposal WritingA Quotation for All Writers “IF I HAD MORE TIME, I WOULD HAVE WRITTEN A SHORTER LETTER.”第2页，共14页。C O N S U L T I N GProposal WritingWinning Proposal TextuRFP CompliantuDirect an
2、d ConciseuClient SpecificuGeographic SlantuSpecific ExamplesuTells How and WhyuEmpathetic第3页，共14页。C O N S U L T I N GProposal WritingGuidelines and Tipsto Get There第4页，共14页。C O N S U L T I N GProposal WritingVerify Your Writing AssignmentsKnow the sections you are assigned to writeConsult the Propos
3、al Outline for deadlines and page constraintsIf confused, consult with Partner, Proposal Manager, or Proposal CoordinatorDont assume anythingBe prompt with your sections - proposals depend on organization and punctuality第5页，共14页。C O N S U L T I N GProposal WritingUnderstanding RFP ComplianceRead the
4、 RFP BEFORE you start writingUnderstand 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 writingQuestions can be posed to the cli
5、ent that clarify the requirementCreative responses can be developed第6页，共14页。C O N S U L T I N GProposal WritingWriting RFP-Compliant TextWrite for ease of evaluationEvaluator tends to look for RFP section number references, RFP wording Evaluator uses compliance checklistsWrite response format accord
6、ing to RFPQ/A format vs. standard formatThen discuss how we will accomplish or exceed the requirement第7页，共14页。C O N S U L T I N GProposal WritingCompliance ExampleRequirement:Vendor will be responsible for system performance tuning.Non-Compliant:“KPMG will conduct system performance tuning.”Complian
7、t:“Using our proven OSIIG methodology, KPMG will conduct system performance tuning by completing the following tasks:Set up model database environmentLoad comparable volumes of dataRun the application repeatedlyRecord and verify results”第8页，共14页。C O N S U L T I N GProposal WritingWhat to do When The
8、res No RFPKPMG Partner/BDM/Sr. Manager should fill out an Opportunity Fact Sheet (OFS)Contains much of the information found in an RFPBecomes, in effect, the RFP for the proposalRefer to OFS for guidance/themesWhen in doubt, ask Proposal ManagerAgain, dont assume anything第9页，共14页。C O N S U L T I N G
9、Proposal WritingPreparing to WriteThink before you writeFight the temptation to dig inThink some moreCompose graphics first (represent visually)Helps organize ideasObtain pre-formatted section template and style guide from Proposal CoordinatorEnsures consistent headings, fonts, appearanceIncreases p
10、unctuality 第10页，共14页。C O N S U L T I N GProposal Writing10 Commandments for Superior Proposal Writing1. Get your point across earlyestablish theme right away; spark the evaluators interest2. Emphasize the customerwhat is the customers gain in what were proposing?3. Be specificsell just a few ideas,
11、and sell them hard4. Write in a positive styledont be defensive, negative, or apologetic5. Speak the customers languagedont assume the evaluator knows your methods/approach 第11页，共14页。C O N S U L T I N GProposal Writing10 Commandments for Superior Proposal Writing6. Be frank and directvague proposals
12、 confuse evaluators7. Keep your writing terseexcessively long sections obscure the few good points8. Use brief, active languagebe conversational and straightforward, not formal9. Make your organization obviousfollow the RFP titles; give evaluators every sign-post10. Be originalif lifting, make sure text is tailored! 第12页，共14页。C O N S U L T I N GProposal WritingAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508第13页，共14页。C O N S U L T I N GProposal Writing演讲完毕，谢谢观看！第14页，共14页。
