KPMG全套内部培训教程（四）2.ppt

CreatingEffectiveProposalsProposalWriting--GuidelinesandHintsCONSULTING

Re-usingMaterialReusableMaterial--textorgraphicsfromprevious proposalsthataddresssimilarrequirementsDon’tthrowboilerplatetogetherandcallita sectionClients/evaluatorsknowwhenthey’rereading generictext,andresentit!Thoroughlyreviewandmodifyanytextorgraphics youreuseTailorthematerialtotheclientandtheRFPCommonlyreusedmaterial-qualifications,client profiles,resumes,statistics,capabilities,graphicsAlwaysdangeroustoreusetechnical solutions/approaches

ProposalToneBeginsentenceswiththeclient’sconcernShowunderstandingandempathyofthatconcern-provethatyouknowtheclient(names,sites,systems)RespondtothatconcernBedirect,confidentandassertive,butnotarrogantGuardagainsttoomanyparagraphsbeginning:

“KPMGunderstands...”or“KPMGrecognizes...”SubstantiateclaimswithstatisticsandexamplesSuperlativesaregenerallybad(can’tbe substantiated)Mixtheuseof“we”and“KPMG”throughout

ProposalToneExamplesProperExample:“Overthepastseveralyears,theUniversityof Massachusetts,Amhersthasinitiatedabroadreviewof itsadministrativesystems,resultingintheselectionof thePeopleSoftStudentAdministrationSystem.“Based onyourRFP,werecognizethatUMassdesires specific assistancerelatedtothebusinessprocess redesignofyourstudentservices,andfit-gapanalyses fortheseimprovedprocesses.”ImproperExample:“KPMGisthegloballeaderineverymeaningfuland

quantifiableway.”(!)

ProposalTense

BulletListsBreakuplengthynarrativeChangeasentencethatlistsmanyitemstoabulletlistAvoidswitchingtense,voice,ortonewithinthelistUseparallelwordingtostarteachbullet

(thesamekindofword-verb,noun,adjective,etc.)CapitalizethefirstwordofeachbulletinthelistIntroducebulletlistwithacolon,thenseparateeach bulletwith