Ten slides in Ten minutes - Learn how to Craft an Executive Summary

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Ten slides in Ten minutes - Learn how to Craft an Executive Summary

  1. 1. SSTen Slides in Ten Minutes:Learn how to craft an Executive Summary[Capturing the Hearts and Minds of Prospects & Clients]Presented by:Bill Graham APM.APMPJune, 2013bill.graham@sales-synthesis.co.za
  2. 2. 2Agenda• The Sustainable Business Imperative• Executive Summary in response to a RFx• Executive Summary for a Best and Final Offer (BAFO)• Summary• Q&A
  3. 3. 3The reality of ensuring a successful sustainable business is nothing morecomplex than the ultimate goal of ‘building mutually beneficial andsustainable long-term client relationships’.The Sustainability Focus:• Successful business results from sustainability management, by IntegratingGovernance, Risk and Compliance [Internal focus]• Sustainability also depends on revenue from the customer [External focus].Minding Your Own Sustainable Business
  4. 4. 4Dominant ExclusiveEmerging PervasiveAbsentSymbioticrelationshipwith clientsSustainabilityMaking the competitors irrelevantProjects ParticularPerforming PertinentPeople PlacesThe Sustainable Business ImperativeBuilding mutually beneficial and sustainable long-term client relationshipsSource: Sales SynthesisMulti-National Companies [MNCs] may embrace anew dawn or a long dark night.Know where you are going
  5. 5. 5Account PlanExecutive Summary in response to a RFx1. Pre-Amble2. Client Requirements3. Introducing the Respondent/s [brief]4. Solution Design Criteria5. Support of Business Requirements6. Summary of the Proposed Solution7. Benefits of the proposed solution and services8. Expectation of Client in relation to ProposedSolution9. Future Directions10. Service Provider DifferentiatorsResponse to a RFX:Crafted from aClient’s BusinessPerspectiveWhat you can dofor them!Points to Ponder:1. Do we know the ‘reader/s’?2. Have we profiled them?3. Do we understand thecritical businessimperatives?4. What can we provide thatwill assist with derivingvalue for the client?5. Have we a relevant androbust Account Plan thatwe can use as input to thebid process?6. Is our content resonatingwith the reader/s?
  6. 6. 6Executive Summary for a Best and Final Offer (BAFO)1. Introduction2. Design approaches3. Third Parties & Partnerships4. Implementation Roadmap5. Billing & Invoicing6. Single Service Provider, Single Point ofAccountability7. ConclusionResponse to a Best and Final Offer (BAFO)Shortlisted/Down SelectionAccess to theclient forspecific issues,concerns etcBrief & FocusedPoints to Ponder:1. Do we know the ‘reader/s’?2. Have we profiled them?3. Have we collected enoughfeedback from our initialsubmission?4. What should we beemphasising at this stage?5. Have we addressed all ofthe potential clientconcerns/issues?6. Is our content resonatingwith the reader/s?Resulting from Client interactions
  7. 7. 7Account PlanExecutive Summaries should result from a clearly defined process1. Introduction2. Design approaches3. Third Parties & Partnerships4. Implementation Roadmap5. Billing & Invoicing6. Single Service Provider, Single Point ofAccountability7. Conclusion1. Pre-Amble2. Client Requirements3. Introducing the Respondent/s4. Solution Design Criteria5. Support of Business Requirements6. Summary of the Proposed Solution7. Benefits of the proposed solution and services8. Expectation of Client in relation to ProposedSolution9. Future Directions10. Service Provider DifferentiatorsResponse to a RFX:Response to a Best and Final Offer (BAFO)Shortlisted/Down SelectionAccess to theclient forspecific issues,concerns etcCrafted from aClient’s BusinessPerspectiveBrief & FocusedWhat you can dofor them!Resulting from Client interactions
  8. 8. 8Account PlanExecutive Summaries should result from a team effort1. Introduction2. Design approaches3. Third Parties & Partnerships4. Implementation Roadmap5. Billing & Invoicing6. Single Service Provider, Single Point ofAccountability7. Conclusion1. Pre-Amble2. Client Requirements3. Introducing the Respondent/s4. Solution Design Criteria5. Support of Business Requirements6. Summary of the Proposed Solution7. Benefits of the proposed solution and services8. Expectation of Client in relation to ProposedSolution9. Future Directions10. Service Provider DifferentiatorsResponse to a RFX:Response to a Best and Final Offer (BAFO)Shortlisted/Down SelectionAccess to theclient forspecific issues,concerns etcCrafted from aClient’s BusinessPerspectiveBrief & FocusedWhat you can dofor them!Resulting from Client interactionsSalesTechnicalSalesR&DSalesSales LeadershipSalesTechnicalChannelCommercialSales Leadership
  9. 9. 9Summary - produce a relevant checklist of your own1. 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 thebid process?6. Have we collected enough information to build a compelling executiveSummary?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?
  10. 10. 10Q&A

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