EXECUTIVE SUMMARIES

               An executive summary is a concise, informational, persuasive piece to convince the customers that your offer is the superior one compared to your competitors. Here the entire solution that you are going to write for your customer is built inside one summary. An executive summary is the most critical document which is generally seen as a standalone section at the front of a proposal . It clearly demonstrates your understanding of the customer as well as the explicit way of how you are going to deliver this project. The executive summary reflects your apprehension of their needs and why this is the right solution to solve their problem.

Best Practices

While preparing the executive summary, it should be noted that the summary needs to be entirely customer focused. It should not be used to talk about the company; the customer should be the centre of attention. Organize the executive summary around the answers to certain key questions like What is the customer’s problem? What results need to be achieved  to solve the problem?, What sort of solutions need to be  put forward? etc. Preparing a road map of where you are now and where you will be is an important step that is helpful in reviewing the progress. If the executive summary is professional and persuasive, reviewers are likely to expect the same from the rest of the proposal. Therefore, making a positive impression using  unique selling points is extremely important. It is better to write and review the summary early. Prepare it just before the kick-off & use it as a descriptive tool for the proposal.

Responsiveness and compliance should be clearly indicated in the executive summary. Responsiveness indicates the tailoring of the executive summary to the needs of the customer, making it unique to them . Make it clear that you comply with the client’s requirements. Mirroring the executive summary themes in the proposal cover, title, and cover letter will make sure that the message and visuals are consistent and compelling. Having an engaging title, following a similar pattern, keeping the graphics and other elements consistent are all practises that will ensure the success of the proposal. Including a cover letter is also advisable.

Pitfalls

Some common pitfalls in the drafting of an executive summary include the use of jargon and the conveyance of unnecessary information. The executive summary should be made  as specific as possible avoiding the use of any generic stuff.

The article briefly details key examinable syllabus area from the APMP Practitioner certification.

Based on APMP Copyrighted Material

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