kpmg全套內(nèi)部培訓(xùn)__教程4(共15張)

1、Creating Effective ProposalsProposal Writing - Guidelines and HintsC O N S U L T I N GRe-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 generi

2、c text, and resent it!Thoroughly 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 Proposal ToneB

3、egin 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 recognizes

4、.” Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we” and “KPMG” throughoutProposal Tone ExamplesProper Example:“Over the past several years, the University of Massachusetts, Amherst has initiated a broad review of its administra

5、tive systems, resulting in the selection of the PeopleSoft Student Administration System.“Based on your RFP, we recognize that UMass desires specificassistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.”Improper Example: “KPM

6、G is the global leader in every meaningful and quantifiable way.” (!)Proposal TenseUse “active” voice - the actor comes before the verbAvoid “passive” voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the system.”Incorrect: “The system will be developed.” Follow the “true tense” rule,

7、whether past, present, or futureCorrect:“The current system interfaces with.” “The future system will increase access”Incorrect:“The future system interfaces with” Bullet ListsBreak up lengthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense, voice, or tone with

8、in 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 colon, then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:“The NASA

9、 system will provide the following benefits:Increased response timeImproved customer serviceImmediate data access”GraphicsAnother great way to break up continuous textMuch easier to read and reviewDepict processes, flows, activities better than textCan be tables, matrices, or full-scale foldoutsServ

10、e many purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structure, methodologyRFP requirements compliance checklistGr

11、ammar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,000 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 appr

12、opriate, as such:In section 4.3, “Potential Problems,” we discuss our risk management policies.Follow 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,

13、defer to RFP/client usagePrime examples:project vs. engagementclient/server vs. client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!Additional Language GuidelinesAvoid using superlatives (“all, every, never”)KPMG Legal also frowns on itUse

14、 “exceeds the requirements” sparinglyif we really 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 “throug

15、h” or “using”Know difference between “its” and “its”“KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are plural“Support, Provide and Ensure”Most overused words in proposalsUsed so much they can begin to lose their meaning Some suggested alternatives:advocate, affirm, aid

16、, approve, 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, verifyVersions and RevisionsUse MS Word “Comments

17、” 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 documentdifferent versions floating aro

18、und cause nightmaresuse version numbering conventions When revising text, have the RFP/OFS handySummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client - use specific examplesUse bullets and tables for clarityLook for graphics opportunities to