KPMG全套内部培训教程4

Proposal Writing
Proposal Tone
CONSULTING
Begin sentences with the client’s concern Show understanding and empathy of that concern
- prove that you know the client (names, sites, systems)
“The future system will increase access…”
Incorrect: “The future system interfaces with…”
Proposal Writing
Bullet Lists
CONSULTING
Break up lengthy narrative
for these improved processes.”
Improper Example:
“KPMG is the global leader in every meaningful and quantifiable way.” (!)
Proposal Writing
Proposal Tense
Change a sentence that lists many items to a bullet list
Avoid switching tense, voice, or tone within the list
Use parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)
Creating Effective Proposals
Proposal Writing -- Guidelines and Hints
CONSULTING
Proposal Writing
Re-using Material
CONSULTING
Reusable Material -- text or graphics from previous proposals that address similar requirements
CONSULTING
Use “active” voice - the actor comes before the verb
Avoid “passive” voice - no actor, vague, unresponsive
Correct: “KPMG will develop the system.”
Don’t throw boilerplate together and call it a section
Clients/evaluators know when they’re reading generic text, and resent it!
Thoroughly review and modify any text or graphics you reuse
Tailor the material to the client and the RFP
Commonly reused material - qualifications, client profiles, resumes, statistics, capabilities,
graphics
Always dangerous to reuse technical
“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
Capitalize the first word of each bullet in the list
Introduce bullet list with a colon, then separate each bullet with either a semi-colon or nothing
Example of a consistent bullet list:
Massachusetts, Amherst has initiated a broad
review of
its administrative systems, resulting in the
selection of the PeopleSoft Student Administration
System.
Respond to that concern Be direct, confident and assertive, but not arrogant Guard against too many paragraphs beginning: “KPMG understands...” or “KPMG recognizes...” Substantiate claims with statistics and examples Superlatives are generally bad (can’t be
Incorrect: “The system will be developed.”
Follow the “true tense” rule, whether past, present, or future
Correct: “The current system interfaces with...”
substantiated) Mix the use of “we” and “KPMG” throughout
Proposal Writing
Proposal Tone Examples
CONSULTING
wenku.baidu.com
Proper Example:
“Over the past several years, the University of