How to Write an Executive Summary

When writing an executive summary - and the most common use of this is in a proposal - most people depend on common sense or intuition to "summarize" the proposal or document. Common sense is helpful however there is a science to writing effective executive summaries. You will know more about this science after reading this article...



The Composition

Organization or Corporate Overview

First, what goes in to an executive summary? Well, here is a fast list:

Call to Action

This is where you report your outfit and what it provides to its customers or to the community. This creates credibility.

Problem/Need Statement

You indicate next steps, asking for and moving towards a contract.

You demonstrate your understanding of the customer's require and show the way you researched the customer's situation.

The Outcome

You specify what will be the beneficial and tangible outcome if your proposal is accepted.

Solution


You provide a brief overview of the solution that is being proposed, tying each element of the solution to the customer's said needs.

Track Record

You speak about the way you have assisted other clients in the same sector/industry.

But where do they start? What is the recommended sequence?

A better strategy is to make use of

In most cases, people start by writing about themselves and how great their company is. This is usually not the wisest thing to do as most customers do not care about your achievements. This can come later or in an appendix.

The Sequence

Get Attention

Gain Dedication

You demonstrate your understanding of the customer's need and show the way you researched the customer's situation. It is vital for the customer to know you understand this and ought to be said first.

Educate and Tell

You specify what will be the beneficial and tangible outcome if your proposal is accepted. Make the benefit as quantitative as feasible. For example, "the program will reach "15,000 beneficiaries in 6 months" or "your company will save $250,000 in 12 months in stock savings alone".

Provide Facts and Assure

You provide a brief overview of the solution that is being proposed, tying each element of the solution to the customer's said needs. The customer can now see how your solution maps to the needs of the organization.

Energize in to Action

Portray the way you will deliver on time, who you have completed this with before, the way you will minimize the risk etc.

You'll notice that of the feasible openings "Corporate Overview" is not necessarily included in the executive overview. This is because the focus of the executive summary is on the customer and what they need.

Recommend next steps and mention or key factors that differentiate you as a seller