executive summary design proposal example

Win themes should be based on what the customer told you they wanted. Eileen Kent, President of Custom Keynotes, explains that these are also known as “ win themes”. Then, narrow it down to the most persuasive reasons that your prospect should choose your proposal over a competitor. Once you identify their distinct needs, you can formulate which key themes need to be identified in your cover letter.

What would speak to the client? (retirement-friendly, aesthetics, budget, etc.).

Does the client have any hot-button issues regarding the project?.

Where is the funding for the project coming from?.

What is the client’s reason behind the project? (revitalization, aging infrastructure, etc.).

Or maybe they emphasize needing certain functionalities or features-whatever the case, Kori Warriner of KCI Technologies recommends you consider the following questions as you read through the request for proposal:

Perhaps they focus on quality of design and ease of use. While reading, take note of any recurring themes from your prospect. You must read the RFP thoroughly, from cover to cover, before beginning your letter. This step seems obvious, but it’s surprising how many teams skip it. ( Psst…you can fast-track these steps by using AI for proposal writing.) Step 1: Read the RFP Cover to Cover Jon Williams, Managing Director of Strategic Proposals, shares the key points you should concisely hit to be successful.įrom reading the RFP thoroughly, to outlining a clear offer, there are six critical steps that seasoned proposal professionals recommend you take to craft a quality cover letter. Demonstrate the qualities that you bring to this potential customer by starting out your relationship on the right foot. The goal is to show how your company shines before they even get into the details of your proposal. For example, use callout boxes to make value propositions stand out for busy procurement teams who are skimming the page.įrom the offer you present, to the visuals you include, the details in your proposal cover letter should be all about the client. Visuals: If you have a designer on your team, include visuals that help emphasize the most important content on this page.Relevant references: Help the prospect understand why they should choose you over competitors.Personalized offer: Explain to the client what you can uniquely provide to solve their problem.Be sure to connect these points to your client’s needs. Clear summary: Describe your value propositions at a high-level.

A greeting: Introduce your company and what you do.

It’s important to establish early on why your team is best suited to solve a client’s problem. Like any good cover letter, your proposal should open with a unique offer or positioning.

Executive summary design proposal example