毕马威--全套内部培训教程KPMG全套内部培训教程4.pptx

Creating Effective Proposals
Proposal Writing -- Guidelines and Hints
C O N S U L T I N G
Re-using Material
Reusable Material -- text or graphics from previous proposals that address similar requirements
Don’t throw boilerplate together and call it a section
Clients/evaluators know when they’re reading generic text, and resent it!
Thoroughly review and modify any text or graphics you reuse
Tailor the material to the client and the monly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphics
Always dangerous to reuse technical solutions/approaches
Proposal Tone
Begin sentences with the client’s concern
Show understanding and empathy of that concern
- prove that you know the client (names, sites, systems)
Respond to that concern
Be direct, confident and assertive, but not arrogant
Guard against too many paragraphs beginning:“KPMG understands...” or “KPMG recognizes...”
Substantiate claims with statistics and examples
Superlatives are generally bad (can’t be substantiated)
Mix the use of “we” and “KPMG” throughout
Proposal Tone Examples
Proper Example:
“Over the past several years, the University of Massachusetts, Amherst has initiated a broad review of its administrative systems, resulting in the selection of the PeopleSoft Student Administration System.
“Based on your RFP, we recognize that UMass desires specific assistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.”
Improper Example:
“KPMG is the global leader in every meaningful and quantifiable way.”(!)
Proposal Tense
Use “active” voice - the es before the verb
Avoid “passive” voice - no actor, vague, unresponsive
Correct:“KPMG will develop the system.”
Incorrect: “The system will be developed.”
Follow the “true tense” rule, whether past, present, or future
Correct:
“The current system interfaces with...”“The future system will increase access…”
Incorrect:“The future system interface