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They think that this is where you explain the entire proposal in 250 words.
But in fact, the purpose of the executive summary is to sell your solution to the client’s problem.
It should be persuasive, outlining why the client should choose your company. The executive summary needs to be persuasive and highlight the benefits of your company/product/service, rather than being descriptive and focusing on the features.
Even though you and your team spent painstaking hours writing this proposal, selecting just the right graphics, and coming up with the best solution for your client’s problem, they may only read this one page and then flip to your pricing table.
The executive summary helps the client decide quickly whether they're going to read the rest of the proposal, pass it on to other decision-makers, or if it's destined for the recycle bin. This issue of whether you write the executive summary before or after the rest of the proposal is as divided as the issue of what’s better about a Reese’s Peanut Butter Cup, the chocolate or the peanut butter.
Sometimes new ideas rose to the top as we worked through the proposal, or early ideas turned out to be impossible to execute due to the client budget or timeline.
I used to leave writing the executive summary to the end, and since inevitably we were always in a time crunch to deliver the proposal to the client, I would feel anxious and rushed to get it done.
Maybe it’s a particular skill set your team possesses, your research, your algorithm, or your project management process.
Or maybe you’ve won 27 Academy Awards for best picture, and you know you can make this a hit.
You should also talk about how the client will benefit from solving the problem - what will change, the positive outcomes, the results.
Again, the focus here is on the client and their challenge, not on you and your company. This section is where you talk about the brilliant solution you’re proposing and why it will work. They can read all the delicious details in the proposal so keep it high level but still provide enough detail to convince them you have something specific and well thought out for them.