Creating Effective Proposals

Proposal Writing -- General Rules

C O N S U L T I N G

C O N S U L T I N G

Proposal Writing

A Quotation for All Writers

“IF I HAD MORE TIME, I WOULD HAVE WRITTEN A

SHORTER LETTER.”

C O N S U L T I N G

Proposal Writing

Winning Proposal Text

RFP Compliant Direct and Concise Client Specific Geographic Slant Specific Examples Tells How and Why Empathetic

C O N S U L T I N G

Proposal Writing

Guidelines and Tipsto Get There

C O N S U L T I N G

Proposal Writing

Verify Your Writing Assignments

Know 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

C O N S U L T I N G

Proposal Writing

Understanding RFP Compliance

Read 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

C O N S U L T I N G

Proposal Writing

Writing RFP-Compliant Text

Write 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

C O N S U L T I N G

Proposal Writing

Compliance Example

Requirement:

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”

C O N S U L T I N G

Proposal Writing

What to do When There’s No RFP

KPMG 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

C O N S U L T I N G

Proposal Writing

Preparing to Write

Think 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

C O N S U L T I N G

Proposal Writing

10 Commandments for Superior Proposal Writing

1. 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

C O N S U L T I N G

Proposal Writing

10 Commandments for Superior Proposal Writing

6. 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!

C O N S U L T I N G

Proposal Writing

Any Questions?

Carl Rosenblatt

BDST Manager, Public Services

Tyson’s Tower

703 747-6508