知名咨询公司KPMG全套内部培训教程4.ppt

Creating Effective Proposals Proposal Writing -- Guidelines and Hints C O N S U L T I N G C O N S U L T I N G Proposal Writing 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 C O N S U L T I N G Proposal Writing 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 C O N S U L T I N G Proposal Writing 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. ” (!) C O N S U L T I N G Proposal Writing Proposal Tense Use “ active ” voice - the es before the verb Avoid “ passive ” voice - no actor, vague, unresponsive Correct: “ KPMG will develop the system.