Make Your Proposal Win Themes Real

Win themes are the core of any government proposal. Make your executive summary about the win themes, write it early, and then write your proposal around the executive summary. Bring out one or more of the win themes in each chapter of the proposal. Win themes could include the following:

  • Low price
  • Best value
  • Risk reduction or avoidance
  • Customer solution that is unique, proven, and low cost
  • Solution that is practical and can be implemented quickly and economically
  • Solution benefits
  • Exceptionally qualified project manager and/ or senior technical staff
  • Project manager and /or senior technical staff that the customer knows and trusts
  • Previous experience with the agency
  • Exceptional experience matching the RFP requirements with proof of superior performance and references

Weave one or more of these suggested themes into your executive summary and then add themes that are unique to your company. Some suggested themes may be sub-themes and don't throw themes into your proposal that can't be proven as benefit to the customer. Don't overdo win themes; prove it or eliminate it.


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