Advertising tycoon David Oglivy once quipped, “You can never bore someone into buying your product.” Harsh? Perhaps. True? Definitely. Compelling executive summaries are the make-or-break of any RFP. Too often an RFP executive summary is treated like a “tell them what you are going to tell them” overview of what’s coming up when, really, it’s an opportunity to captivate, differentiate and validate your solutions.
What is an RFP Executive Summary?
The executive summary is a concise preview of the RFP proposal. An executive summary should be able to stand on its own, apart from the larger document. It addresses the client’s challenges, offers up an appealing solution and clearly demonstrates the solution’s benefits. It usually runs one-to-three pages depending on the complexity of the project.
It’s also the first thing the evaluator or exec (who are often short on time) reads. It’s your moment to step into the spotlight and be memorable. No pressure, right? (Don’t worry, we’ve got you covered!)
Quick Tips
Before we dig into the step-by-step guide, here are a few tips and tactics to help your RFP shine. This fluff-free concise summary should:
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Save the Best for Last: When it comes to RFP executive summaries you always want to put your best foot forward, so that’s why you write it AFTER you have completed the RFP. Knowing all the details of the final proposal will help you develop a story arc and a more attention-grabbing narrative.
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Make it Easy: Short and snappy is where it’s at! Make it effortless for the evaluator to quickly get a sense of who you are, and why you should be “the chosen one.” To help them recall the highlights easily, edit ruthlessly.
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Add in the Wow-Factor: Throughout the RFP submission, emphasize the things that make your company shine and differentiate you from competitors. Identify your strengths, talk about your team’s expertise, your experience in a sector, industry qualifications and why you’re the right fit for the project.
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Save Yourself Some Time: You know it – RFPs can be overwhelming and daunting to complete. Take advantage of an AI-fueled proposal management solution that does the heavy lifting, generating answers and summaries for you, so you can simply finesse the responses here and there to your liking.
5 Steps to a Winning Executive Summary
When you are competing for business, a truly compelling RFP executive summary can make the difference between being shortlisted or being shelved. So, how do you go from “meh” to “marvelous” in a few easy steps? We’ve distilled everything we’ve learned about creating winning RFP executive summaries into this step-by-step guide.
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Hook the Reader
“I can’t wait to read 50 RFP submissions today” said no one, ever. Evaluators wade through a ton of responses. You need to tantalize them. Draw them in with an opening sentence that entices, and demands that they read the second sentence, third, fourth… you get the idea. Spend time crafting your first paragraph, and that all-important first sentence. It sets the tone for the entire bid.
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What’s the Problem?
What’s your prospective client’s most pressing pain point? What are the reasons behind the RFP? Adopt a client-centric approach to show that you deeply understand the challenge they are facing and the impact it’s having on their business. Summarize the client’s needs and objectives based on the RFP. Using a tool like our QPilot allows you to bring in the RFP requirements to save you time. You can let AI craft the response or jazz it up yourself. Be sure to speak to them directly like a friendly, trusted advisor using “you” and “we” instead of “the client” and “our company” – otherwise you risk sounding like a very formal robot.
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Be the Answer
This is where you connect the dots. Present your solution and directly link it to how it is tailored to solve their challenges better than anyone else. If the RFP mentions specific pain points (like “operational inefficiencies” or “cost overruns”), use those exact phrases in your response to speak directly to their hot-button issues. By clearly showing how your solution – whether it’s your innovative technology, industry expertise or cost-saving strategies – is the catalyst for achieving the desired objectives, you can set yourself apart from the competition.
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Prove It
Throughout the RFP, substantiate all claims with proof points. Use stats and data, client testimonials, awards or certifications. Provide specific examples of how you have solved similar issues. Rather than something like “We offer AI-driven software” drill down to the tangible benefits by saying, “Our AI-driven software will improve productivity by 60%.” Including proof reduces any perceived risk. It also has the added bonus of shutting down any objections. If the prospect appears concerned about cost, provide evidence to show how your solution saves money and delivers a better ROI.
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Wrap it Up
Bring it all together by concluding with a highly persuasive summary of how your solution is best suited to solve their challenges and move the needle on their strategic objectives. Include your own call-to-action by telling the prospect why you want to work with them and how, together, you can be successful. Close the deal!
You Don’t Have to Go It Alone
Stop reinventing the wheel every time you build a pitch or proposal. Grab our new Bio/CV and Executive Summary templates for professional services now! We’re a big fan of using templates to make your life easier. QorusDocs has an entire Proposal Template Hub to help you create winning proposals, RFP responses, and more. (Be sure to see QPilot in action as it effortlessly creates an executive summary.)
Take the pain out of proposals! QorusDocs’ AI-driven QPilot simplifies and automates the proposal creation process, so you can beat RFP deadlines without burnout. Sound interesting? Let’s talk.
