毕马威--全套内部培训教程KPMG全套内部培训教程2.pptx

Creating Effective Proposals
Proposal Basics
C O N S U L T I N G
The Big Picture
“The obvious is obvious…only after it’s obvious”
What Makes a Good Proposal?
Is directed to the right audience
Offers a low-risk, well-substantiated solution to a real (not always stated) need
Is easy to understand
Shows (not claims) competence
Offers distinct benefits over others
Better, faster, cheaper
Impresses evaluators
Provides tangible value
What Makes a Bad Proposal?
Hard to understand/hard to score
Not responsive and pliant
Fails to petence
Solves the wrong problem
Offers an unproven or risky solution
Not differentiated from petition
Claims are not believable
Grammatical errors/general sloppiness
Why Are So Many Proposals Bad?
They are produced mittees
They are produced under pressure
They show an anxiety to win
The proposal staff is mitted and/or poorly prepared
The message is unclear or lacking
KPMG did not listen to the customer
KPMG listened to the wrong people
Unsubstantiated claims
Ailments of Proposals
MOTION SICKNESS - jumps too quickly from point to point and is difficult to follow
SENILITY - the same old stuff
AMNESIA - important points omitted
STERILITY - ideas not conceived
NARCISSISM - too much horn blowing
SCARLET FEVER - excessive use of red
GOITER - blown up in the wrong places
CONSTIPATION - there may be something here, but it simply refuses e out
Proposals Answer 9 Basic Questions
Who are we?
What are we selling?
Why are we selling it?
How is it better than petition?
How are we going to execute it?
How are we going to manage it?
Why are we qualified to do it?
How much is our price?
Can we do it within cost and on schedule?
Six Basic Proposal Principles
You never get a second chance to make a first impression
A good proposal will not always win, but a poor one will almost always lose
Bus. Development is doing your homework (studying); proposals are taking the test
Proposal Management is where democracy stops
Evaluators expect to see quality re