ten slides in ten minutes - learn how to craft an executive summary

S S Ten Slides in Ten Minutes: Learn how to craft an Executive Summary [Capturing the Hearts and Minds of Prospects & Clients]

Presented by:

Bill Graham APM.APMP

June, 2013

bill.graham@sales-synthesis.co.za

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Agenda

• The Sustainable Business Imperative

• Executive Summary in response to a RFx

• Executive Summary for a Best and Final Offer (BAFO)

• Summary

• Q&A

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The reality of ensuring a successful sustainable business is nothing more complex than the ultimate goal of ‘building mutually beneficial and sustainable long-term client relationships’. The Sustainability Focus: • Successful business results from sustainability management, by Integrating

Governance, Risk and Compliance [Internal focus]

• Sustainability also depends on revenue from the customer [External focus].

Minding Your Own Sustainable Business

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Dominant Exclusive Emerging Pervasive Absent

Symbiotic relationship with clients

Sustainability

Making the competitors irrelevant

Projects Particular Performing Pertinent People Places

The Sustainable Business Imperative

Building mutually beneficial and sustainable long-term client relationships

Source: Sales Synthesis

Multi-National Companies [MNCs] may embrace a new dawn or a long dark night.

Know where you are going

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Account Plan

Executive Summary in response to a RFx

1. Pre-Amble 2. Client Requirements 3. Introducing the Respondent/s [brief] 4. Solution Design Criteria 5. Support of Business Requirements 6. Summary of the Proposed Solution 7. Benefits of the proposed solution and services 8. Expectation of Client in relation to Proposed

Solution 9. Future Directions 10. Service Provider Differentiators

Response to a RFX:

Crafted from a Client’s Business

Perspective

What you can do for them!

Points to Ponder: 1. Do we know the ‘reader/s’? 2. Have we profiled them? 3. Do we understand the

critical business imperatives?

4. What can we provide that will assist with deriving value for the client?

5. Have we a relevant and robust Account Plan that we can use as input to the bid process?

6. Is our content resonating with the reader/s?

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Executive Summary for a Best and Final Offer (BAFO)

1. Introduction 2. Design approaches 3. Third Parties & Partnerships 4. Implementation Roadmap 5. Billing & Invoicing 6. Single Service Provider, Single Point of

Accountability 7. Conclusion

Response to a Best and Final Offer (BAFO)

Shortlisted/Down Selection

Access to the client for

specific issues, concerns etc

Brief & Focused

Points to Ponder: 1. Do we know the ‘reader/s’? 2. Have we profiled them? 3. Have we collected enough

feedback from our initial submission?

4. What should we be emphasising at this stage?

5. Have we addressed all of the potential client concerns/issues?

6. Is our content resonating with the reader/s?

Resulting from Client interactions

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Account Plan

Executive Summaries should result from a clearly defined process

1. Introduction 2. Design approaches 3. Third Parties & Partnerships 4. Implementation Roadmap 5. Billing & Invoicing 6. Single Service Provider, Single Point of

Accountability 7. Conclusion

1. Pre-Amble 2. Client Requirements 3. Introducing the Respondent/s 4. Solution Design Criteria 5. Support of Business Requirements 6. Summary of the Proposed Solution 7. Benefits of the proposed solution and services 8. Expectation of Client in relation to Proposed

Solution 9. Future Directions 10. Service Provider Differentiators

Response to a RFX:

Response to a Best and Final Offer (BAFO)

Shortlisted/Down Selection

Access to the client for

specific issues, concerns etc

Crafted from a Client’s Business

Perspective

Brief & Focused

What you can do for them!

Resulting from Client interactions

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Account Plan

Executive Summaries should result from a team effort

1. Introduction 2. Design approaches 3. Third Parties & Partnerships 4. Implementation Roadmap 5. Billing & Invoicing 6. Single Service Provider, Single Point of

Accountability 7. Conclusion

1. Pre-Amble 2. Client Requirements 3. Introducing the Respondent/s 4. Solution Design Criteria 5. Support of Business Requirements 6. Summary of the Proposed Solution 7. Benefits of the proposed solution and services 8. Expectation of Client in relation to Proposed

Solution 9. Future Directions 10. Service Provider Differentiators

Response to a RFX:

Response to a Best and Final Offer (BAFO)

Shortlisted/Down Selection

Access to the client for

specific issues, concerns etc

Crafted from a Client’s Business

Perspective

Brief & Focused

What you can do for them!

Resulting from Client interactions

Sales

Technical

Sales

R&D

Sales

Sales Leadership

Sales Technical

Channel

Commercial

Sales Leadership

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Summary - produce a relevant checklist of your own

1. Do we know the ‘reader/s’? 2. Have we profiled them? 3. Do we understand the critical business imperatives? 4. What can we provide that will assist with deriving value for the client? 5. Have we a relevant and robust Account Plan that we can use as input to the

bid process? 6. Have we collected enough information to build a compelling executive

Summary? 7. What should we be emphasising at this stage? 8. Have we addressed all of the potential client concerns/issues? 9. Is our content resonating with the reader/s? 10. Are we making the competition irrelevant?

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Q&A