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1、KPMG全套内部培训全套内部培训教程教程(1-5)全套全套C O N S U L T I N GGeneral RulesBegin EarlyFollow RFP InstructionsHighly ThematicClear, Expository WritingExplicit MessagesActive Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) ToneAvoid Adverbs and Overblown WritingUtilize Summary Gra
2、phicsC O N S U L T I N GObjectivesGet the Readers AttentionShow our Understanding of the ProblemInsights/PerspectivesSummarize Key Parts of Our Approach/Solution - Focus on HowConvey Confidence that KPMG is the Best Firm to do the Job - Why?Obtain Important Points/Themes from Major Section WritersC
3、O N S U L T I N GPreparing and Writing IFirst StepsRead the RFP/Opportunity Fact SheetReview Proposal Discriminators and ThemesAnalyze ProposalLearn Customer Hot ButtonsReview Other Executive SummariesC O N S U L T I N GPreparing and Writing IIBuild OutlineOutline Each PageMajor Headings, Ideas and
4、GraphicsMap Themes and Discriminators to HeadingsC O N S U L T I N GPreparing and Writing IIIWork Through Each SectionFlesh Out Ideas that will be DevelopedUse Selected Proposal GraphicsCreate Summary GraphicsUse New Graphics/Text SparinglyCreate TextAdapt Proposal Text (minimize direct lifts)Write
5、Introductions, Linkages, Closing PointsC O N S U L T I N GEditing and RevisionsEnsure Good Draft for Red Team ReviewSeek BDM ReviewSeek Sr. Manager/Partner ReviewDont Skip EditorFine Tune ContinuouslyC O N S U L T I N GAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-650
6、8Creating Effective ProposalsProposal BasicsC O N S U L T I N GC O N S U L T I N GProposal BasicsThe Big Picture“The obvious is obviousonly after its obvious”C O N S U L T I N GProposal BasicsWhat Makes a Good Proposal?Is directed to the right audienceOffers a low-risk, well-substantiated solution t
7、o a real (not always stated) needIs easy to understandShows (not claims) competenceOffers distinct benefits over othersBetter, faster, cheaperImpresses evaluatorsProvides tangible valueC O N S U L T I N GProposal BasicsWhat Makes a Bad Proposal?Hard to understand/hard to scoreNot responsive and non-
8、compliantFails to demonstrate competenceSolves the wrong problemOffers an unproven or risky solutionNot differentiated from the competitionClaims are not believableGrammatical errors/general sloppinessC O N S U L T I N GProposal BasicsWhy Are So Many Proposals Bad?They are produced by committeesThey
9、 are produced under pressureThey show an anxiety to winThe proposal staff is over-committed and/or poorly preparedThe message is unclear or lackingKPMG did not listen to the customerKPMG listened to the wrong peopleUnsubstantiated claimsC O N S U L T I N GProposal BasicsAilments of ProposalsMOTION S
10、ICKNESS - jumps too quickly from point to point and is difficult to followSENILITY - the same old stuffAMNESIA - important points omittedSTERILITY - ideas not conceivedNARCISSISM - too much horn blowingSCARLET FEVER - excessive use of redGOITER - blown up in the wrong placesCONSTIPATION - there may
11、be something here, but it simply refuses to come outC O N S U L T I N GProposal BasicsProposals Answer 9 Basic QuestionsWho are we? What are we selling?Why are we selling it?How is it better than the competition?How are we going to execute it?How are we going to manage it?Why are we qualified to do
12、it?How much is our price?Can we do it within cost and on schedule?C O N S U L T I N GProposal BasicsSix Basic Proposal PrinciplesYou never get a second chance to make a first impressionA good proposal will not always win, but a poor one will almost always loseBus. Development is doing your homework
13、(studying); proposals are taking the testProposal Management is where democracy stopsEvaluators expect to see quality reflective of the time allotted to prepare the proposalWrite to win, or dont beginC O N S U L T I N GProposal BasicsTypical Opportunity ScenariosRequest for Proposal (RFP)Opportunity
14、 from Partner/BDM/Sr. ManagerNo RFPNo formal requirements statementC O N S U L T I N GProposal BasicsReading an RFP: What to look for?Is the SOW what we thought? Can we do the job? How many days to prepare the proposal?How many sections are in the proposal? Are there 8a or minority-owned business re
15、quirements? What are the staffing/skills/geographic requirements? Are there extensive customer reference requirements? Are there technologies requiring other KPMG practices or outside help (teaming arrangement)?How is evaluation weighted (technical vs. cost)? Are there special production considerati
16、ons?Existing contract vehicle?What about contract terms and conditions? C O N S U L T I N GProposal BasicsWhat to Do When There is No RFPRefer to the Opportunity Fact Sheet (OFS) filled out by the KPMG Partner/BDM/Sr. Manager Contains much of the information found in an RFPServes as the RFP for the
17、proposalAnalyze the Business Opportunity outlined in the OFS just as you would an RFPIs there a compelling reason to bid?Rely on the KPMG contacts knowledge about the client, the opportunity, and the competitionC O N S U L T I N GProposal BasicsFinal Analysis: Should We Bid?Easy to bid, hard not toS
18、ome reasons not to bid:Strong incumbent (client looking for a “check bid”)Client budget vs. project scope doesnt matchNo knowledge of competitionNo relationships with, or prior knowledge of client/RFPKPMG project staff either not available or unqualifiedCant meet minimum solution/geographic requirem
19、entsKPMG Qualifications not strong/pertinent enoughProposal response time too short to produce a high-quality, competitive documentCost to produce proposal outweighs potential awardC O N S U L T I N GProposal BasicsAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Cre
20、ating Effective ProposalsUtilizing Proposal GraphicsC O N S U L T I N GC O N S U L T I N GProposal GraphicsWhat are Proposal Graphics?Theyre worth 1,000 words when used properly and effectivelyGreat for page constraintsThey show spatial relationshipsThey break up monotonous textThey convey informati
21、on quicklySome evaluators focus primarily on graphicsC O N S U L T I N GProposal GraphicsWhat Graphics RepresentArchitectures (1-3)Technical diagrams, network topologies, etc.Processes and Methodologies (4-9)Management procedures, testing processes, KPMG methodologies, etc.Relationships (10-11)Organ
22、izational charts, reporting structuresStatistics and Related Information (12-19)Revenue figuresStaff breakdown by skill area/degreeC O N S U L T I N GProposal GraphicsGraphical ElementsBackgroundAction Captions TitleFigure NumbersTextMaps/LegendsBoxesChartsArrowsBulletsShadingBalloonsClip-Art“Key Fe
23、atures”PhotosIllustrationsC O N S U L T I N GProposal GraphicsGraphics Development ProcessMessage/PurposeArchitecture/Processes/RelationshipsFlow/Starting PointPlacement/Size (Mockup)Draft Graphical ElementsAction CaptionReview - Is the original message clear?Refine (often go through several iterati
24、ons)Review againC O N S U L T I N GProposal GraphicsAction CaptionsEffective for conveying a message and reinforcing a themeShould be informative and positiveShould tell the reader what to conclude from the graphic, and not serve solely as a titleBad Example: “Project Schedule.”Good Example: “KPMGs
25、project schedule accelerates delivery by 3 months due to the use of COTS software.”C O N S U L T I N GProposal GraphicsSymptoms of Bad GraphicsToo much text (1,4)Too much white space (14, 17, 19)No clear message (1, 3, 4) No clear entry point (1, 3, 4, 9) Excessive use of “red” - sounds an alarmPoor
26、 balance/symmetry (19)Poor shading/contrast (2, 9, 17)No consistency (4, 10)C O N S U L T I N GProposal GraphicsTips and PointersClear Message (12)5 - 7 Second Test (15)Flow and Entry Point (5)Left-to-right, top-to-bottom, or center outOrganization (2)Balance/Symmetry (6, 10)Appropriate Size (2, 8,
27、16)Use Shading to Provide Contrast (1, 8)C O N S U L T I N GProposal GraphicsMore Tips and PointersConsistencyFonts, shading, shapes, pictures/images, verb tense, capitalization, arrows, titles, clip-art/diagrams, photosGraphics should be conservative and professional, not flashyGraphics can and sho
28、uld reinforce the textCheck references for accuracyPage should look the same upside down (12)Check spelling/grammar (4)C O N S U L T I N GProposal GraphicsAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Creating Effective ProposalsProposal Writing - Guidelines and H
29、intsC O N S U L T I N GC O N S U L T I N GProposal WritingRe-using MaterialReusable Material - text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when theyre reading generic text, and resent it!Thorou
30、ghly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphicsAlways dangerous to reuse technical solutions/approaches C O N S U L T I N GProposal WritingProposa
31、l ToneBegin sentences with the clients concernShow understanding and empathy of that concern - prove that you know the client (names, sites, systems)Respond to that concernBe direct, confident and assertive, but not arrogantGuard against too many paragraphs beginning:“KPMG understands.” or “KPMG rec
32、ognizes.” Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we” and “KPMG” throughoutC O N S U L T I N GProposal WritingProposal Tone ExamplesProper Example:“Over the past several years, the University of Massachusetts, Amherst has
33、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
34、 improved processes.”Improper Example: “KPMG is the global leader in every meaningful and quantifiable way.” (!)C O N S U L T I N GProposal WritingProposal TenseUse “active” voice - the actor comes before the verbAvoid “passive” voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the sys
35、tem.”Incorrect: “The system will be developed.” Follow the “true tense” rule, whether past, present, or futureCorrect:“The current system interfaces with.” “The future system will increase access”Incorrect:“The future system interfaces with” C O N S U L T I N GProposal WritingBullet ListsBreak up le
36、ngthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense, voice, or tone within the listUse parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a
37、colon, then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:“The NASA system will provide the following benefits: Increased response time Improved customer service Immediate data access”C O N S U L T I N GProposal WritingGraphicsAnother great way to break
38、up continuous textMuch easier to read and reviewDepict processes, flows, activities better than textCan be tables, matrices, or full-scale foldoutsServe many purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks
39、, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structure, methodologyRFP requirements compliance checklistC O N S U L T I N GProposal WritingGrammar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,
40、000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas and semicolonsReference other sections of the proposal when appropriate, as such:In section 4.3, “Potential Problems,” we discuss our risk management policies.C O N S U L T I N G
41、Proposal WritingFollow Word ConventionsRefer to “convention word list” established by Proposal Coordinator Helps different writers/sections sound consistentEases final editing somewhat (search/replace list)When in doubt, defer to RFP/client usagePrime examples:project vs. engagementclient/server vs.
42、 client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!C O N S U L T I N GProposal WritingAdditional Language GuidelinesAvoid using superlatives (“all, every, never”)KPMG Legal also frowns on itUse “exceeds the requirements” sparinglyif we r
43、eally do, we should explain how and whyAvoid the ambiguous “etc.” at the end of a seriesUse words for numbers less than 10Use numbers when referring to time, money, distance, or percentageAvoid “i.e.” and “e.g.” - use “for example”Avoid “via” - use “through” or “using”Know difference between “its” a
44、nd “its”“KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are pluralC O N S U L T I N GProposal Writing“Support, Provide and Ensure”Most overused words in proposalsUsed so much they can begin to lose their meaning Some suggested alternatives:advocate, affirm, aid, approve
45、, assist, confirm, control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer, perform, promote, result in, strengthen, verifyC O N S U L T I N GProposal WritingVersions and Revi
46、sionsUse MS Word “Comments” feature for notes to the reviewer or yourself (outstanding issues, holes)Have reviewers use MS Word “Revisions” feature on soft-copy edits so you can see the changes made to your textAlways maintain a copy (and backup copy) of the most recent version of your documentdiffe
47、rent versions floating around cause nightmaresuse version numbering conventions When revising text, have the RFP/OFS handyC O N S U L T I N GProposal WritingSummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCust
48、omize the text to the client - use specific examplesUse bullets and tables for clarityLook for graphics opportunities to break up a lot of narrativeBalance content: client need vs. KPMG capabilityAvoid chestbeating - do more paragraphs begin with the clients name than KPMG? They should.Every writer
49、needs and editorC O N S U L T I N GProposal WritingAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508Creating Effective ProposalsIntroductionC O N S U L T I N GC O N S U L T I N GWhy is This Course Important?Proposals remain the primary way that KPMG wins new business
50、For as successful as we are, we need to win a higher percentage of the opportunities we develop and the proposals we submitNeed to improve proposal qualityNeed to reduce the time spent responding to RFPs5 CPE credits!C O N S U L T I N GOrganized and Managed by IndustryProposal ManagersProposal Write