A compelling start
The whole purpose of an executive summary is NOT to talk about you. It’s to talk about your prospective client. Be firmly focused on their issues and your understanding of what it is they need. Be direct and convey a clear, concise message using powerful, persuasive language to get them excited to know more.
No client wants to work with a company who doesn’t ‘get’ them. It’s now that you should state their problem as you see it, demonstrating you have a firm grasp of what they require. And more than merely stating the issue, summarise how the client will benefit from having their need met by you and the positive outcome they can look forward to.
Prove you’re the answer
Explain why your company/team/product is the best choice. Give evidence for the outcomes you will bring by describing how you’ve done it before for other clients, with the measurable outputs the prospect can expect.
Close the deal
The ‘assumptive close’ is an extremely powerful way to close a sale, so don’t be afraid to use this technique in your executive summary. You need to make the prospect feel as though the only way they’ll get this service or project off the ground successfully is by choosing you.
Don’t be afraid to engage in a little soft-soaping. There’s nothing wrong with ending your executive summary by saying why you want to work with this company – what it will mean for your business to be associated with theirs and why you know it will prove to be a long and happy partnership.