It is the single component of your submission that serves to convince decision-makers to learn more about your company and the solution being offered. The executive summary of your company’s proposal will be the most read and widely distributed section of your RFP submission. Branding helps communicate company values and qualities in a proposal just as it does in any other marketing document, and a recent survey conducted by the Society of Marketing Professional Services (SMPS) shows us that branding and quality play a very significant role in a company’s perception and perceived value of their proposals. Your brand needs to be infused into the content and format throughout any proposal document, beginning with the executive summary. Use branding to distinguish your company from the competition. That said, your company’s brand is definitely an important factor in making a first impression. The Value of Brand in Your Proposal The executive summary is your first, best chance to sell yourself-it had better be compelling, and it had better track with your brand messaging. The old adage, you only get one chance to make a first impression carries a lot of meaning when it comes to the executive summaries you include in your company’s proposals.
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