CONSULTINGCreatingEffectiveProposalsWritinganEffectiveExecutiveSummaryCONSULTINGCONSULTINGGeneralRulesBeginEarlyFollowRFPInstructionsHighlyThematicClear,ExpositoryWritingExplicitMessagesActiveVoice,FirstorThirdPerson,PresentTense,Positive/Confident(butnotarrogant)ToneAvoidAdverbsandOverblownWritingUtilizeSummaryGraphicsCONSULTINGObjectivesGettheReader’sAttentionShowourUnderstandingoftheProblemInsights/PerspectivesSummarizeKeyPartsofOurApproach/Solution-FocusonHowConveyConfidencethatKPMGistheBestFirmtodotheJob-Why?ObtainImportantPoints/ThemesfromMajorSectionWritersCONSULTINGPreparingandWritingIFirstStepsReadtheRFP/OpportunityFactSheetReviewProposalDiscriminatorsandThemesAnalyzeProposalLearnCustomer‘HotButtons’ReviewOtherExecutiveSummariesCONS