Executive Summaries are the most important pages in a proposal. They set the tone for individual evaluators and are often the only pages read by the decision makers.
Readers of your executive summary must clearly understand your solution and its unique benefits and be able to justify recommending your solution over competing solutions. Effective executive summaries meet the following criteria:
- Connect your solution to the Buyer's business vision
- Identify the Buyer’s needs and make ownership of those needs explicit
- Show how you offer greater value than the competition
- Offer clear proof of your claims
- Organize the content to be clear and persuasive.
- Be brief but comprehensive; eliminate technical details better explained in the body of the proposal
- Indicate the next step, usually by previewing how your proposal is organised
To achieve the above, your understanding of the Buyer's needs should be the central focus of your executive summary. More guidance on how to use this powerful tool to write winning executive summaries is provided in the related article: Understanding of Needs Explained.