An executive summary is arguably the most important part of any bid or proposal. It sets the tone, introduces your solution, and convinces evaluators to read on. Despite its name, it’s not just for executives; it’s for anyone who needs to make a quick but informed decision. Mastering executive summary writing can significantly increase your chances of winning bids.
Whether you’re a seasoned bid writer or an SME stepping into the world of tendering, the following expert tips will help you craft compelling summaries that captivate evaluators from the outset.
The executive summary is your first impression. Often, it’s the only section that senior decision-makers read in full. A strong summary:
Poor executive summary writing can undermine even the most well-researched, technically sound bid. That’s why getting it right is essential.
Although it appears first, your executive summary should be written last. This ensures you:
Writing it last also allows you to shape a coherent narrative that ties your whole bid together.
Many executive summaries fall into the trap of being too self-centred. Remember, evaluators care more about how you solve their problems than your company history.
Use this structure to keep your summary buyer-focused:
Avoid vague claims and general marketing fluff. Be specific, grounded, and relevant to the tender.
Great executive summary writing combines clarity with persuasion. Avoid jargon, long sentences, and overly complex explanations. Instead:
Example: Instead of: “Our multidisciplinary team will engage in a collaborative approach to streamline processes.” Try: “We’ll work with you to cut delays by 30% and improve service delivery.”
Formatting matters. Even the best-written content can be overlooked if it’s hard to read. To increase readability:
A well-structured executive summary looks professional and is easier for evaluators to digest quickly.
Avoid copying and pasting a generic summary across multiple bids. Every client and every project is different.
Tailor your executive summary to:
Customisation shows evaluators that you’ve invested time in understanding their needs, which builds trust and credibility.
An executive summary should be short enough to maintain attention but long enough to convey key points.
Ideal length:
Focus on:
Cut anything that doesn’t directly support your value proposition.
The end of your executive summary should leave a lasting impression.
Consider:
A strong close reinforces your message and encourages the evaluator to continue reading.
Before submitting your bid:
A second opinion can reveal unclear sections or missed opportunities to strengthen your pitch.
Executive summary writing is both an art and a science. It requires empathy, strategic thinking, and strong communication skills. Get it right, and you significantly increase your chances of progressing to contract award.
By applying the tips above, you’ll be able to craft executive summaries that not only tick the compliance boxes but also connect with evaluators on a human level.
At Ask a Bid Writer, we support businesses like yours with professional bid writing and review services tailored to your sector. If you’re unsure about your executive summary or want a second opinion, get in touch today.
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