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- I used to think when I sent over a proposal that they would read everything and then they would buy it based on all of the beautiful arguments that Ive made on what theyre seeing. But what I found is that what I was missing is the executive summary. Now this executive summary is a one-pager that begins at the start of your proposal. Now usually when you hand somebody a thick stack of papers, they get overwhelmed, they dont wanna read the whole thing, they got things to do. The executive summary solves for that. This is a one-pager and just like the old adage, as sales relates to medicine, prescription before the diagnosis is malpractice. So were gonna see how do we put that into practice. Now, as I described this one-pager, the first part of it is gonna be your diagnosis. Summarize the top challenges that they have, why are we talking here today? What is going on in the market over their particular business? Put it in perspective about them, not about you. Then you go on to your
