Common Pitfalls and Misconceptions Flashcards
True or False: The executive summary is essentially the same as the cover letter.
False. These are two separate elements of a bid.
What is one thing the executive summary should not contain, that might appear in a cover letter instead?
A greeting
Signatures
Polite nothings
To whom should an executive summary be addressed?
No one. You shouldn’t address anyone at the beginning of the executive summary (“to whom it may concern” or similar)
Who all needs to sign the executive summary?
No one. The executive summary does not contain signatures.
How can you confirm the bid’s binding nature with a legally valid signature, given that the executive summary contains no signatures?
You can create a separate section called “official signatures,” “offer certification,” or “legally binding signatures.”
True or False: It is a good idea to include polite statements in the exec sum, like “Thank you for giving us the opportunity to prove our abilities.”
False. Eliminate polite yet meaningless statements in your executive summary.
When is it appropriate to use marketing copy or generic information in your executive summary?
Don’t use marketing copy or generic information in your executive summary. Instead, make it as specific to your bid and customer as you can.
What is the impact of using clichés like “we put the customer first” in your executive summary?
They diminish credibility because they do not have substance
What are the respective audiences for marketing copy vs. an executive summary?
Marketing copy is designed to address a market rather than an individual customer
The executive summary should be aimed at both senior-level decision makers as well as everyone else on the evaluation team
Should your corporate history come at the beginning or end of the executive summary?
Trick question! Don’t add your corporate history to the executive summary. If you feel compelled to include it, do so as an appendix to the proposal.
Why should you eliminate statements like “you will
find the technical description in Chapter 3” from the executive summary?
The executive summary isn’t intended to serve as a navigation aid for the reader. That’s what the table of contents is for.
