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The Top 10 Business Writing Skills You Should Learn Today

BY JAMIE GOODWIN ON MARCH 12, 2018 IN BUSINESS WRITING

Business writing doesn’t have to be boring. In fact, it can be a great test of your writing skills and how
well you can share your ideas. As you look to hone your business writing skills, here are the top 10 skills
you should practice:

1. Defining Your Purpose

Don’t just sit down and start writing right away. Instead, you need to think about what you’re writing, and
why. What is your purpose for composing this document? By defining your purpose, you’ll have a better
understanding of what to write and how to write it.

2. Clear and Concise Language

One of the biggest differences between business writing and other types of writing is that it needs to be
concise. You don’t want to use fluff to take up more space.

As a good rule of thumb, don’t use three words when you can say something in one. Less is definitely
more when it comes to business writing skills, but you need to make sure that your ideas are clear to your
reader, too.

3. Writing for Your Audience

Keep your reader in mind as you write. Think about what they know already, especially as you determine
the terminology to use. If you’re writing to a specific person or group of people, look for ways to
personalize the document by considering their interests.

4. Conversational Tone
When writing for business, people typically choose a more professional tone. Depending on the document
Improvea your
you’re writing, however, professional
conversational writing
tone may skills today!
be preferred. Especially when
Yes! Get you’re
started. communicating
with consumers, your writing should feel like a person wrote it, not a robot. Using a conversational tone
helps your readers engage with what they’re reading and connect with you.

5. Organization
It’s important to think about the organization of your paper. How will you determine the order of your
ideas? Remember that with business writing you should give the most important information first. Since
most people will read the first paragraph before deciding whether or not to read the rest of the document,
place your most important points in at the beginning.

6. Word Choice
As an expert in your field, it’s easy to throw in jargon and buzzwords without even thinking about it.
Before you do this, think about your audience. What words will your audience know? Try to use simple
words that everyone reading your work will understand.

7. Active Voice
Using active voice strengthens your credibility and adds power to your ideas. The opposite of active voice
is passive voice. It tends to use more words to say the same thing, weakening your statements. For
example:

Passive voice: If you have any questions or concerns, we can be reached at xxx-xxx-xxxx.
Active voice: If you have any questions or concerns, call me at xxx-xxx-xxxx.

Passive voice: The report will be reviewed by the manager for errors and steps will be taken to
correct any issues right away.
Active voice: The manager will review the report for errors and take the steps to correct any issues
right away.

Although you may use passive voice at times, try to use it sparingly. Focus on using active voice to
improve your business writing skills.

8. Facts Over Opinion

To build your credibility in your industry, try to refrain from infusing your opinion into your writing. Stick
to the facts with statistics, data, and benefits of your products or services.

Also, watch out for hyperbole. Readers have a difficult time trusting you when you use hyperbole to get a
point across. So, stick to the facts while still making your writing interesting and compelling to your
readers.
9. AdaptingImprove
for Different Platforms
your professional writing skills today! Yes! Get started.
There are many different platforms for your business writing, including web articles, blog posts, social
media posts, and video scripts. If you’re planning on writing for these different platforms, you need to
learn the techniques and tricks needed for each one.

10. Grammar and Punctuation

And finally, never publish, print, post, or email any document until you’ve proofread it. Make sure that
your writing is error-free before it gets in the hands of your customers, clients, investors, and others. Bad
grammar and punctuation errors will make a bad impression and reduce your credibility. If you struggle
with grammar and punctuation, send your work to someone who can edit it for you.

Mastering these 10 business writing skills will help you improve your writing skills and impress those with
whom you communicate. Take the time to practice and review your work to ensure that you’re conveying
your ideas in the best ways possible.

P.S. Become a better writer. Find out more here.

More from Magoosh

Why Clear, Concise Writing Is So Important in Business
How to Write a Supporting Statement
Which vs. That (With Example Sentences)
How to Come Up with Blog Title Ideas

About Jamie Goodwin

Jamie graduated from Brigham Young University- Idaho with a degree in English Education. She
spent several years teaching and tutoring students at the elementary, high school, and college level.
She currently works as a contract writer and curriculum developer for online education courses. In
her free time, she enjoys running and spending time with her boys!

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 Hiring
How to
by Amy Gallo
Write a Cover Letter
February 04, 2014, Updated December 23, 2020

nicolas_/Getty Images

Summary.   Perhaps the most challenging part of the job application process is

writing an effective cover letter. And yes, you should send one. Even if only one in
two cover letters gets read, that’s still a 50% chance that including one could help
you. Before you start... more
No one likes job hunting. Scouring through online job listings,
spiffing up your résumé, prepping for grueling interviews — none of
it is fun. For many, the most challenging part of the process is writing
an effective cover letter. There’s so much conflicting advice out there,
it’s hard to know where to start. Do you even need one, especially if
you’re applying through an online system?
What the Experts Say
The answer is almost always yes. Sure, there will be times when
you’re submitting an application online and you may not be able to
include one but whenever possible, send one, says Jodi Glickman, a
communications expert and author of Great on the Job. “It’s your best
chance of getting the attention of the HR person or hiring manager
and an important opportunity to distinguish yourself from everyone
else.” And in a tight job market, setting yourself apart is critical, says
John Lees, a UK-based career strategist and author of Knockout CV.
Still, as anyone who’s ever written a cover letter knows, it’s not easy
to do well. Here are some tips to help.
Do your research first
Before you start writing, find out more about the company and the
specific job you want. Of course, you should carefully read the job
description, but also peruse the company’s website, its executives’
Twitter feeds, and employee profiles on LinkedIn. This research will
help you customize your cover letter, since you shouldn’t send a
generic one. It’ll also help you decide on the right tone. “Think about
the culture of the organization you’re applying to,” advises Glickman.
“If it’s a creative agency, like a design shop, you might take more risks
but if it’s a more conservative organization, like a bank, you may hold
back.”
If at all possible, reach out to the hiring manager or someone else you
know at the company before writing your cover letter, advises Lees.
You can send an email or a LinkedIn message “asking a smart
question about the job.” That way you can start your letter by
referencing the interaction. You might say, “Thanks for the helpful
conversation last week” or “I recently spoke to so-and-so at your
company.” Of course, it’s not always possible to contact someone —
or you may not get a response. That’s OK. It’s still worth a try.
Focus it on the future
While your résumé is meant to be a lookback at your experience and
where you’ve been, the cover letter should focus on the future and
what you want to do, says Glickman. “It can be helpful to think of it
as the bridge between the past and the future that explains what you
hope to do next and why.” Because of the pandemic there is less of an
expectation that you’ll be applying for a job that you’ve done before.
“There are millions of people who are making career changes —
voluntarily or involuntarily — and need to pivot and rethink how
their skillset relates to a different role or industry,” says Glickman.
You can use your cover letter to explain the shift you’re making,
perhaps from hospitality to marketing, for example. Think of it as an
opportunity to sell your transferrable skills.
Open strong
“People typically write themselves into the letter with ‘I’m applying
for X job that I saw in Y place.’ That’s a waste,” says Lees. Instead, lead
with a strong opening sentence. “Start with the punch line — why
this job is exciting to you and what you bring to the table,” says
Glickman. For example, you might write, “I’m an environmental
fundraising professional with more than 15 years of experience
looking for an opportunity to apply my skills in new ways, and I’d
love to bring my expertise and enthusiasm to your growing
development team.” Then you can include a sentence or two about
your background and your relevant experience but don’t rehash your
résumé.
Chances are the hiring manager or recruiter is reading a stack of
these, so you want to catch their attention. But don’t try to be funny.
“Humor can often fall flat or sound self-regarding,” says Lees. Stay
away from common platitudes, too. “Say something direct and
dynamic, such as ‘Let me draw your attention to two reasons why I’d
be a great addition to your team.'”
If you have a personal connection with the company or someone who
works there, also mention it in the first sentence or two. And always
address your letter to someone directly. “With social media, it’s often
possible to find the name of a hiring manager,” says Glickman.
Emphasize your personal value
Hiring managers are looking for people who can help them solve
problems. Drawing on the research you did earlier, show that you
know what the company does and some of the challenges it faces.
These don’t need to be specific but you might mention how the
industry has been affected by the pandemic. For example, you might
write, “A lot of healthcare companies are overwhelmed with the need
to provide high quality care while protecting the health and safety of
their staff.” Then talk about how your experience has equipped you to
meet those needs; perhaps explain how you solved a similar problem
in the past or share a relevant accomplishment. You want to provide
evidence of the things that set you apart.
Lees points out that there are two skills that are relevant to almost
any job right now: adaptability and the ability to learn quickly. If you
have brief examples that demonstrate these skills include those. For
example, if you supported your team in the shift to remote work,
describe how you did that and what capabilities you drew on.

FURTHER READING
Convey enthusiasm
Stand Out in Your Interview “When you don’t get hired, it’s
Article by Amy Gallo usually not because of a lack of
How to ace your first meeting with a skills,” says Glickman. “It’s
potential employer. because people didn’t believe your
story, that you wanted the job, or
that you knew what you were
getting into.” Hiring managers are
going to go with the candidate who has made it seem like this is their
dream job. So make it clear why you want the position. “Enthusiasm
conveys personality,” Lees adds. He suggests writing something like
“I’d love to work for your company. Who wouldn’t? You’re the
industry leader, setting standards that others only follow.” Don’t
bother applying if you’re not excited about some aspect of the
company or role.
Watch the tone
At the same time, don’t go overboard with the flattery or say anything
you don’t mean. Authenticity is crucial. “Even if you’ve been out of
work for months, and would take any job at this point, you want to
avoid sounding desperate,” says Lees. You don’t want your tone to
undermine your message so be professional and mature. A good rule
of thumb is to put yourself in the shoes of the hiring manager and
think about “the kind of language that the hiring manager would use
with one of the company’s customers.” Of course, it can be hard to
discern your own tone in writing so you may need to ask someone to
review a draft (which is always a good idea anyway — see advice
below). Lees says that he often cuts outs “anything that sounds like
desperation” when he’s reviewing letters for clients.
Keep it short
Much of the advice out there says to keep it under a page. But both
Glickman and Lees say even shorter is better. “Most cover letters I see
are too long,” says Lees. “It should be brief enough that someone can
read it at a glance.” You do have to cover a lot of ground — but you
should do it succinctly. This is where asking a friend, former
colleague, or mentor to review can be helpful. Ask them to read
through it and point out places where you can cut.
Get feedback
In fact, it’s a great idea to share your cover letter with a few people,
says Lees. Rather than sending it off and asking, “What do you
think?” be specific about the kind of feedback you want. In particular,
request two things. First, ask your friend if it’s clear what your main
point is. What’s the story you’re telling? Are they able to summarize
it? Second, ask them what’s wrong with the letter. “Other people are
more attuned to desperation, overselling, over-modesty, and
underselling,” says Lees and they should be able to point out places
where the tone is off.
When you can’t submit a cover letter
Many companies now use online application systems that don’t allow
for a cover letter. You may be able to figure out how to include one in
the same document as your résumé but that’s not a guarantee,
especially because some systems only allow for data to be entered into
specific boxes. In these cases, use the format you’re given to
demonstrate your ability to do the job and your enthusiasm for the
role. If possible, you may try to find someone who you can send a
brief follow-up email highlighting a few key points about your
application.
Principles to Remember
Do:
Have a strong opening statement that makes clear why you want
the job and what you bring to the table.
Be succinct — a hiring manager should be able to read your letter at
a glance.
Share an accomplishment that shows you can address the
challenges the employer is facing.

Don’t:
Try to be funny — too often it falls flat.
Send a generic cover letter — customize each one for the specific
job.
Go overboard with flattery — be professional and mature.

Advice in Practice
Case Study #1: Demonstrate an understanding of what the
company needs
Michele Sommers, the vice president of HR for the Boys & Girls
Village, a nonprofit in Connecticut, recently posted a job for a
recruiting and training specialist. “I was looking for someone with a
strong recruiting background who could do everything from sourcing
candidates to onboarding new hires,” she says. She also wanted the
person to hit the ground running. “We’re a small team and I can’t
afford to train someone,” she says.
More than 100 candidates applied for the job. The organization’s
online application system doesn’t allow for cover letter attachments
but one of the applicants, Heidi (not her real name), sent a follow-up
email after submitting her résumé. “And it’s a good thing she did
because she would’ve been weeded out otherwise,” Michele says.
Heidi’s résumé made her look like a “job hopper” — very short stints
at each previous employer. Michele assumed she was a poor
performer who kept getting fired. She was also the only candidate
who didn’t have a four-year college degree.
But Heidi’s email caught Michele’s eye. First off, it was professional.
Heidi stated clearly that she was writing to double-check that her
application had been received. She went on to explain how she had
gotten Michele’s name and information (through her husband’s boss
who was on the board) and her personal connection to Boys & Girls
Village (her father-in-law had done some work with the
organization).
What really stood out to Michele, though, was Heidi’s understanding
of the group and the challenges it was facing. She’d done her research
and “listed some things she would do or already had done that would
help us address those needs,” says Michele.
“The personality and passion she conveyed in the cover letter came
through during her phone screening,” Michele says. Heidi ended up
being more than qualified for the job. “I wanted this role to be bigger
from the get-go but I didn’t think that was possible. When I met her, I
knew we could expand it.” Three weeks later Michele offered Heidi
the job and she accepted.

Case Study #2: Catch their attention

Over the past four years, Emily Sernaker applied for multiple
positions at the International Rescue Committee (IRC). She never
gave up. With each application, she sent a personalized cover letter. “I
wanted my cover letter to highlight my qualifications, creative
thinking, and genuine respect for the organization,” she says.
Sarah Vania, the organization’s regional HR director, says that Emily’s
letters caught her attention, especially because they included several
video links that showed the results of Emily’s advocacy and
fundraising work at other organizations. Emily explains, “I had prior
experience advocating for former child soldiers, human trafficking
survivors, vulnerable women, and displaced persons. It’s one thing to
make statements in a cover letter, like ‘I can make a pitch, I am a
creative person, I am thoughtful,’ but showing these qualities seemed
like a better way of convincing the recruiter that the statements were
true.”
This is what Emily wrote to Sarah about the video:
Here is a short video about my story with activism. The nonprofit
organization Invisible Children made it for a youth conference I spoke at
this year. It is about four minutes.
As you’ll see from the video, I’ve had a lot of success as a student
fundraiser, raising over $200,000 for Invisible Children. I’ve since gone
on to work as a consultant for Wellspring International and have
recently concluded my studies as a Rotary International Ambassadorial
Scholar.
In each of the cover letters, Emily also made clear how much she
wanted to work for IRC. “To convey enthusiasm is a vulnerable thing
to do and can come off as naiveté, but, when it came down to it, my
enthusiasm for the organization was genuine and expressing it felt
right,” she says.
This is how Emily conveyed her interest in working for IRC:
You should also know that I have a sincere appreciation of the IRC. I
have enjoyed learning about your programs and have personally visited
your New York headquarters, the San Diego New Roots farm, the We
Can Be Heroes exhibit, and the Half the Sky exhibit in Los Angeles. The
IRC is my top choice and I believe I would be a valuable addition to your
fundraising team.
Emily learned throughout the process that the organization had
hundreds of applicants for each position and it was extremely
competitive. “I appreciated that I wouldn’t be the best for every
opening but also remained firm that I did have a significant
contribution to make,” she says. Eventually, Emily’s persistence paid
off. She was hired as a temporary external relations coordinator and
four months later she moved into a permanent role.
 
Editor’s note: The author updated this article, which was originally
written in 2014, to reflect the latest advice from the experts and the
reality of job-seeking during the pandemic.
Amy Gallo is a contributing editor at Harvard
Business Review and the author of the HBR Guide
to Dealing with Conflict. She writes and speaks
about workplace dynamics. Watch her TEDx talk
on conflict and follow her on Twitter at
@amyegallo.
Business Letters

Mushtakhusen S. M.
 Purposes
• Requesting information
• Providing information
• Announcing good news
• Communicating about work and work
culture
• Bad news

 Process of Writing a Letter

• State the purpose
• Add evidence in the middle section
• Close with a few complimentary sentences
• Reread
• Check tone, spellings, grammatical errors
• Get a second opinion
• Revise

 Elements/Parts

• Sender’s address ■ Introduction

• Date ■ Body
• Receiver’s address ■ Complimentary
• Salutation close
• Subject ■ Signature block
• Reference ■ Enclosure/s

 Kinds of Business Letters

• Routine letter
• Inquiry letter
• Recommendation letter
• Acceptance and rejection letters
• Thank-you/follow-up letters
• Covering letter for job application
• Resignation letter

• Requests and reminders

• Feedback and acknowledgement
• Introducing products and services
• Persuasive
• Resignation letter

 Positive and Neutral Messages

Direct Approach:
• Beginning with the objective
• Remaining part of the objective
• Ending with goodwill

 Negative Messages
Indirect Approach:
• Using a strategic buffer
• Setting up the negative news
• Presenting the bad news positively
• Offering an alternative solution
• Ending on a positive note
• Apologising

 Direct or Indirect?
I want to borrow your stapler.
– Would it be possible for me to borrow your stapler?
– Can I borrow your stapler?
Can I borrow your stapler?
I want to request a catalogue from a mail-order
clothing company.
– I want to request a catalogue from a mail-order
clothing company.
– Please send me a catalogue.
Please send me a catalogue.

I want to request that we move our weekly

meeting to 6:00 pm on Friday.
• Would it be possible to move the meeting to
6:00 pm on Friday?
• Let’s move the meeting to 6:00 pm on Friday.
Would it be possible to move the meeting to 6:00
pm on Friday?
I want to tell you that the length of your report is
too short.
• The report is a little short.
• You didn’t write enough.
The report is a little short.

I want to tell you there will be no salary

increase this year.
• It appears that we might not be able to give
any salary increases this year.
• Maybe we can’t give any salary increases
this year.
It appears that we might not be able to give
any salary increases this year.

A complaint sent by letter

Reply to complaint
Email complaint
Reply
Complaint
Reply (accepting complaint)
Complaint to manufacturer
Manufacturer’s reply
Complaint concerning damaged goods
Reply
Complaint about bad packing
Reply
Complaint regarding non-delivery
Reply
An unsatisfactory reply to a complaint
Reply in a more courteous tone
Enquiries & replies: Email enquiry
Enquiries & replies: Reply to email enquiry
Enquiries through recommendations: Enquiry
Enquiries through recommendations: Reply
An enquiry with numbered points
An enquiry with numbered points: Reply
First enquiries: Enquiry
Request for special terms
Letter declining special terms
Confirmation of telephone order
Supplier sends debit note
 Business Proposal

Ref: 1. Business Communication Today by Courtland Bovee/John Thill / Abha Chatterjee

2. Business Communication for Managers-An Advanced Approach by
Penrose/Rasberry/Myers

IBS HYDERABAD

 Business Proposal
● An offering from a seller to a buyer

● An idea presented to top management for

acceptance
● 1 to 100 pages or more

IBS HYDERABAD

 Business Proposal Types

● Solicited/Unsolicited

● Internal / External

External-RFP-RFQ-RFB-EOI-IFB

IBS HYDERABAD

 Characteristics
● Objective
● Identifycustomer needs
● Capacity of Seller
● Testimonials\References
● Win-Win Approach
● Time of Delivery\Penalties for delay
● Legal document
● Terms & Conditions

IBS HYDERABAD

 Business Proposal-Components
● Title Page
● Introduction/Objective
● Orientation to seller/reader
● Discuss key issues
● Description of idea/offering
● Cost-Benefit Analysis
● Terms of Payment
● Schedule/Delivery
● Testimonials
● Jurisdiction
IBS HYDERABAD

 Business Proposal-Tips
● Clarity
● Word choice, spelling, punctuation, grammar,
sentence structure
● Write for global audience
● Be politically correct
● Positive Emphasis
● Technology-include in Appendix
● Use graphics intelligently
● Don’t oversell-Avoid ‘obnoxious overstatement’

IBS HYDERABAD

 Writing Winning Business Proposals

by Richard C.Freed
“ Although a few are outstanding, most are
not. Many offend with ‘cut-and-paste’
boilerplate, miss important opportunities
to provide value, suffer from poor logic
and organization, and focus more on you
rather on me and organization. Although
some do a few things well, some don’t do
well at all.”

IBS HYDERABAD


 PROPOSAL PLANNING PROCESS
● Screening
● Capture Plan-Customer Analysis
Situation Analysis
● Formulating a Solution & Strategy
● Budgeting & Scheduling the Proposal

IBS HYDERABAD

 Winning Proposal-Capture Plan

SITUATION ANALYSIS STRATEGY

1.Competitor Analysis 1.Technical Strategy

2. Internal Analysis 2. Management Strategy
3.Theme Development 3.Cost Strategy

IBS HYDERABAD

CUSTOMER ANALYSIS
● Problem identification
● Needs Analysis
● Customer’s Procurement Background
● Proposal Evaluator

IBS HYDERABAD

 Competitor Analysis
● Summarize competition
● Outline company’s competitive
advantage
● Compare & Contrast

IBS HYDERABAD

 Technical Strategy
● Best points about
Cost Strategy
technology ● Cost-Benefit
● Efficiency
Analysis(C:B
Analysis)
● Savings
● Terms & Conditions
● Quality
● Discounts
Management Strategy
● Expertise
● Awards
● Projects executed
● Top Clients

IBS HYDERABAD

BUSINESS PROPOSALS

Mushtakhusen S. M.
 Proposal
■ To persuade an audience to accept a
suggested pla
■ Persuasiv
■ To buy your product/service
■ To allocate additional funds
■ Invest in a technology
■ Written
e

Format

■ Formal forma
■ Letter forma
■ Email format
t

Types

■ Internal or externa
■ Solicited or unsolicite
■ Products/Services or solutions
l

 Writing a Proposal
■ Introductio
■ Background of the problem (applicable to a
solution
■ Scop
■ Analysis of the requiremen
■ Solution (approach, plan of work, evaluation
■ Closing
e

 Important Components

■ Prefatory Elements of Formal Proposals:

 Appendix

Parts of Formal and

Authorization
Budget
Staffing

Informal Proposals
Schedule
Background, problem, purpose
Introduction
Executive Summary
List of Figures

Table of Contents
Title Page

Letter of transmittal

Copy of RFP (optional)

Generally appear in both

formal and informal proposals:

Optional in informal proposals:

Title Page

■ Your and company’s nam

■ The receiver of the proposa
■ The date of the proposal submission

“Building a Modern Web Presence for...”

“Web Design Proposal”

e

Table of Contents
Executive Summary……………………………… 4
…………
I. General Company Description 5
…………………….
II. Products and Services 6
……………………….……….
III. Marketing Plan 7
………………………………………….
IV. Operational Plan 16
……………………………………….
V. Management and Organization 21
………………….
VI. Personal Financial Statement 22
……………………
VIII. 23
Startup Expenses and Capitalization………
VIII. Financial Plan 24
………………………………………….
IX. Appendices 27
……………………………………………….
Executive Summary
■ May be included in the cover letter or in
the proposal documen
■ Usually, holds the “fundamentals of the
proposed business.”
■ Answer these questions:
■ What will your product be
■ Who will your customers be?
■ Who are the owners?
■ What do you think the future holds for
your business and your industry?

Composing Reports & Proposals

Introduction Body Conclusion

Report Context Presentation Main Points

Subject/Purpose Analysis Benefits

Main Ideas Interpretation Structure

Overall Tone Support Action Items

Proposal Introduction

Problem or Proposed
Opportunity Solution

Scope or
Organization
limitations

 Introduction
■ Company description - Mission Statement (the reason
for the company’s being and guiding principles)
■ Company Goals and Objectives (the desired future of
the business
■ Objectives -annual sales targets and evaluation of
customer satisfaction and the Business Philosophy
centers on what the business means to you.

“To be known as a leader in customer service and gain a loyal

customer following.”
)

Proposal Introduction

Purpose/ Project Description

“The Board of Directors of Oak Brook Association has requested

a proposal for total management and operation of its 1,620-unit
permanent residential planned development. This proposal
demonstrates the advantages of using Central Management
Corporation in that role.”

Scope

“Leading figures in business and industry will work with

respected academicians and skilled production staff to
produce fifteen 30-min interactive video training courses
that may be used in courses for college credit or as
modules dealing with discrete topics for corporate
executives.”
The Proposal Body

Solution Work Plan

Qualifications Detailed Cost

The Proposal Closing

Summarize Emphasize
Key Points Benefits

Restate Obtain
Qualifications Commitment

Guiding the Readers

Headings Transitional Previews
and Links Devices and Reviews

Readability Words Introductions

Frameworks Sentences Summaries

Relationships Paragraphs Overviews

Use headings, subheadings, bullet lists & callout boxes, to break up long passages of text.

 Strategies for Success

Demonstrate Provide
Your Knowledge Concrete Examples

Research Offer a
the Competition Workable Proposal

Relate to Your Present an

Audience’s Needs Attractive Package

Proposal Planning Process

■ Screenin
■ Capture Plan-Customer Analysi
Situation Analysi
■ Formulating a Solution & Strateg
■ Budgeting & Scheduling the Proposal
g

Winning Proposal – Capture

Plan

Situation Analysi Strategy

1.Competitor Analysi 1.Technical Strategy
2. Internal Analysi 2. Management Strategy
3.Theme Development 3.Cost Strategy
s

Customer Analysis
■ Problem identificatio
■ Needs Analysi
■ Customer’s Procurement Backgroun
■ Proposal Evaluator
s

 Competitor Analysis
■ Summarize competitio
■ Outline company’s competitive
advantag
■ Compare & Contrast
e

 Technical Strategy Cost Strategy

■ Best points about ■ Cost-Benefit

technology Analysis(C:B Analysis)

■ Efficiency ■ Terms & Conditions

■ Savings ■ Discounts

■ Quality

Management Strategy
■ Expertise

■ Awards

■ Projects executed

■ Top Clients

Common Dos & Don’ts

■ Internal Proposal
■ Be precise and to the point
■ Follow the standard format of the
organization
■ Focus on the issue, solutions, and benefits
■ Never make a proposal that is difficult to
be accepted
:

■ External Proposal
■ Deviate from standards wherever necessary, since
all external proposals are not sales proposals
■ Understand why you are writing the proposal. Give
evidence and solutions to your readers, and tell
them about the benefits
■ Don’t offer vague or ambiguous solutions
:

■ Solicited Proposal
■ Use a standard format. If your reader has a
format, use it (for an RFP)
■ Focus on the requirements of the readers
■ Never promise too much and deliver too
little. Propose whatever is practical
:

■ Unsolicited Proposal
■ Give the facts, evidence, solution, and past
success of the solution
■ Give all necessary details to give a complete
perspective to the readers
■ Never rush to the monetary aspects of the
deal. They are the last point to be discussed.
:

 The Seven Deadly Sins of

Proposal Writing
1. Failing to qualify the deal (i.e. bidding on
jobs that you can’t win
2. Not focusing on what the customer care
abou
3. Not structuring the document persuasivel
4. Not differentiating your offer and your
company
t

 5. Not offering a compelling value

propositio
6. Not making it easy to understand and
us
7. Not editing carefully to remove
mistakes and credibility killers

Source: The Seven Deadly Sins of Proposal Writing:

How to Write Proposals that Help win Deals, Qvidian
e

 Checklist:
■ Understand why you are writing a proposa
■ Divide the proposal text into sections with
headings and subheading
■ Check if your company has standard templates
■ Be persuasiv
■ Provide substantial evidence of success,
mentioning solutions, and speaking about the
benefits
e

Report Writing

IBS Hyderabad
 Report
● Detailed examination of a situation or problem

● Findings of an Investigation

● Document prepared for a specific group &

contains facts in an objective and orderly manner

IBS Hyd 2

 REPORTS

● Information
● Decision Making
● Analysis & Recommendations

IBS Hyd 3

 Types of Reports
● Formal\Informal
• Periodic
• Functional
• Internal/External
• Horizontal/ Vertical
• Proposal Report-RFP,RFQ,RFB, EOI
• Informal/Formal
• Informational/Analytical

IBS Hyd 4

 Types of Reports
• Informational Reports
(Only Information)

Eg. Annual or Progress

● Analytical Reports
(Conclusions, Solutions, Recommendations)

Eg. Technical Report

IBS Hyd 5

 Informational Reports-Types

● Operating
● Comparative
● Personal
● Progress
● Periodic
● Policies and Procedures

IBS Hyd 6

 Analytical Reports-Types

● Problem Solving
● Progress
● Opportunities

Reference Terms, Methodology, Findings,

Conclusions, Recommendations,

IBS Hyd 7

 Structure of a Report
● Part-1
Introductory or Prefatory

●Part-2
Main Body

● Part-3
● Attachments & References

IBS Hyd 8

 Part-1 ( Prefatory)
A. Cover Page
B. Title Page
C. Authorization
D. Acknowledgements
E. Table of Contents
F. Illustrations (Graphs\Charts\Tables)
G. Executive Summary\Synopsis\Abstract

IBS Hyd 9

 Cover Page
● Title of Report

● Author(s)

● Name of the Organization to which it belongs

IBS Hyd 10

 Title Page
● Title of Report

● Author(s)

● Date of Submission

● Organization for which the Report is prepared

IBS Hyd 11

 Authorization
The report titled “…….” is prepared as per the
authorization by Mr.A.B.Singh, Chairman, ABC
Ltd. Vide letter no.______ dated________

Date:12-12-2014 Ramesh
Sales Manager

IBS Hyd 12

 Authorization for SIP Report

● This is to certify that this report “……………”

is prepared in partial fulfillment of the of the
program of MBA at IBS Hyderabad.

● Date Ramesh
Enrol
No:

IBS Hyd 13

 Acknowledgements
● SOURCES OF INFORMATION

● PUBLISHERS

● PERSONS WHO GUIDED

● EVERYONE WHO HELPED IN PREPARING

THE REPORT

IBS Hyd 14

 Contents/Index
● Serial Number

● Particulars

● Page Number

IBS Hyd 15

 ILLUSTRATIONS

● Charts
● Graphs
● Tables

● Number and Title to Chart\Graph\Table

IBS Hyd 16

Abstract/Executive Summary
● Report in Miniature

● Length- 1\10 th of Body of Report

● Precise & Concise

IBS Hyd 17

 Part-2 (Main Body of Report)

● Objective
● Introduction
● Factors Considered
● Theoretical Frame-work
● Methodology\Procedure
● Interpretation\Analysis
● Limitations
● Findings
● Conclusions\Recommendations

IBS Hyd 18

 Part-3(Attachments & References)

● Attachments-Appendices\ Annexures
● Bibliography-
1.Author-Date Reference
Eg: Prasad 2002,pp 88-92/PRASAD et al…..
2.Foot Notes (Made at the end of each page)
● Glossary
● Abbreviations

IBS Hyd 19

 Guidelines
● A4 Size Paper
● 1.0”Margin -Top, Right, Bottom
● 1.5” Margin- Left
● Interline Space-1.5 OR 2
● Font Size- ’12’
● Font Type- Times New Roman, Calibri, Arial
● Avoid more than two types of Font
● Write in Third Person-Avoid I,My,Me

IBS Hyd 20

 Management Reports
● Title Page
● Title Fly/Fly leaf
● Letter of transmittal
● Table
● List of Illustrations-Figures/Tables
● Abstract/Executive Summary
● Main Text
● Glossary
● Appendix

IBS Hyd 21

 Abstract
Descriptive
(All points in the contents page)

Informative
a. Report/writer/Department
b. Problem Statement
c. Findings/Results

IBS Hyd 22

 Report Type based on

Recommendation

●Deductive Report
Recommendations before the main text

●Inductive Report
Recommendations at the end

IBS Hyd 23

 Introduction
● Problem or assignment
● Authorization-When, Who, Why, How
● Organization
● Contents
● Tone of the report
● Scope
● Background & Limitations
● Structure-The guided tour

IBS Hyd 24

 Information Sequence
● Importance
● Sequential
● Chronology
● Spatial Orientation
● Category
● Problem-Solution
● 5’W’s and 1’H’
● Compare-Contrast

IBS Hyd 25

Types of Outline

Report in a skeletal form

● Topic Outline

● Sentence Outline

IBS Hyd 26

 Presentation of Text

● Headings( Level-1)

● Sub-Headings(Level-2)

● Sub sub-headings(Level-3)

● Bold faced Paragraph headings (Level 4)

IBS Hyd 27

 Headings ( Level-1)

● All caps
● Centered
● Bold
● Double Space (before & after)
● Font- 14

IBS Hyd 28

 Sub Headings

● Left margin
● Bold
● Capitals
● 3 spaces after/ 2 spaces before Text
● Font-smaller than the heading

IBS Hyd 29

 Sub Sub-Headings

● Initial Capitalization

● Double space before & after

● Bold

● Font-same as the text

IBS Hyd 30

 Bold Faced Paragraph Headings

● Initial Cap
● Bold
● Follows the same line
● First word of the first sentence in a paragraph

IBS Hyd 31

 Logical Numbering System

Systematic arrangement of Topics/sub-topics using

a formal system of notation

● NUMERAL- LETTER SYSTEM

● DECIMAL NUMBERING SYSTEM

IBS Hyd 32

 Numeral Letter System

● Main topics-Roman numbers
● Headings-Capitals
● Sub-headings-Arabic numbers
● Sub sub-headings-small letters
● I.
● A
● B
● 1.
● 2.
● a.
● b.
IBS Hyd 33

 Decimal Numbering System

● Arabic numbers & decimals for the main and sub
topics

● I
● 1.1
● 1.2
● 1.2.1
● 1.2.2
● 2.
● 2.1
● 2.2
● 2.1.1
● 2.1.2
IBS Hyd 34

Thank You…My Dear Friends

IBS Hyd 35
 Memo

Mushtakhusen S.M.
 Introduction

• short for memorandum

• derived from “memorandus” - “to be remembered”
• form of internal communication
• Brief and concise
• Serve as important written records
• help to communicate without the meetings

 The Memo Format

Date:

To: (Name and designation)

Context, problem, and purpose

From: (Name and designation)

Subject:
Requirements, requests, reports,
policy changes, persuasive
Introduction
arguments, reminders,
information, announcements,
Main Body

and feedback
Conclusion

Attachments: (if any)

Action points, follow up
Copy to:

Structure of a Typical Memo

 Types of Memos

Type of memos Purpose Paragraph structure Writing style

Routine memos
Communicate requirements, make Usually written in bullet point form, Conversational tone;
(generally a quarter-page requests, serve as reminders, provide short sentences, and paragraphs firm yet friendly
long) information, make announcement,
provide feedback

Memo of transmittal
Transmits reports and proposals to a About two paragraphs Formal
(generally half to one page senior
long)

Memo reports
Short reports Complex sentences; four to six Formal
(generally two page long) paragraphs; tables and charts
used to show data
Notice in Memo Format
Memo for minor negligence
Show Cause Notice in Memo Format
Warning in Memo Format
 Agenda and Minutes

Mushtakhusen S.M.
Running Successful Meetings
• Start off strong
• Set a clear intention
• Leaders speak last
• Acknowledge and validate
• The person who asks the questions is in
control of the conversation
• Share and ask for feedback
• Set clear outcomes
Source: https://www.forbes.com/sites/forbescoachescouncil/2018/04/18/
how-to-run-successful-meetings-in-seven-steps/#59f011ff5eee

 Types of Meetings

• An Information Meeting
– To explain something
– Listen and ask questions
• A Team Meeting
– Share information
– Give updates
– Make announcements
– Make decisions

 Types of Meetings
• A Project Meeting
– A kickoff meeting – begin a project
– Progress report meeting – give
updates
– A debrief meeting – discuss what was
and wasn’t successful
• A Decision-Making Meeting
– Reach an agreement
– Everyone participate fully
– Leader asks for a vote

 Types of Meetings
• A Brainstorming Meeting
– Share new ideas
– Informal
– creative
• A Training Meeting &
A Team-Building Meeting
– Improve work situation
– Encourage to work together
• Teleconference / videoconference

Meeting Platforms
Meeting Software
Successful Meetings: Guidelines

• Be prepared
• Have a clear agenda
• Read the agenda
• Prepare necessary documents
• Print out agenda / have an electronic
copy
• Print out agenda for everyone / have
an electronic copy to project

 Setting up a Meeting
• When / What / Who
• Date and Time
• Google calendar / Microsoft Outlook
• Email
• Location
• Equipment
• Handouts

Email: Arranging a Time

• Subject line – noun phrase
• Greetings
• Purpose

• Suggest a Time

• Give some choices

• Ask for Suggestions

• Deadline

• Close
Email: Meeting Announcement
 Agenda
Title of the meeting
• Date:
• Time:
• Location:

• Attendees:
• Excused/Apologies:

 Agenda
• Items:
– Approval of Minutes from 25 October
2016 (if any)
– Reports/Updates (if any)
– Discussion on Banjara Hills Store
remodel (20 minutes) – Ms Lilly
– Next Quarter’s Marketing Budget (15
minutes) – Mr Jonathan
– New Business / Announcements (if
any)
• Action Items

 Minutes
• Short summary of discussions, final
decisions, and action items
• Outline with short description of
discussion topics, final decisions, and
action items

 Minutes
• Before the Meeting:
– Look at previous minutes.
– Use the agenda for names and an
outline of the meeting.
– Look up key words and information
related to the topics on the agenda

 Minutes
• In the Meeting:
– Figure out your best note-taking
system
– Check/clarify
• After the Meeting:
– Write the minutes within 24 hours.
– Check with the chair or others to clarify.
– Send a draft of the minutes to the chair.

Guidelines for Writing Minutes

1. Think about your reader.

– Who needs to read the minutes.
– Why do they want to read them?
• Absent team members
• Reminder of action needed
• Update on progress
• Record for the future

 Guidelines for Writing Minutes

– What do your readers need to know?
• Topics of discussion
• Decisions, and action items
• Date of next meeting

2. Work from the Agenda

– Start with the agenda as an outline
– Use the same headings and format

 Minutes: Format
• Name of the Meeting
• Date
• Attendees
• Absent
• Decisions/Topics of Discussion
• Date of next meeting
• Documents attached
• Your name

Guidelines for Writing Minutes

3. Organize the body of the minutes
4. Be concise
– Write what happened in the meeting.
– Do not write what every person said.
– Do not include extra, unimportant
information.
5. Be neutral
– Present the facts not your opinion.
– Do not include information that might
be embarrassing or cause problems for
meeting participants.

 CRISIS COMMUNICATION
PHASES IN CRISIS MANAGEMENT…

A. PRE –CRISIS PHASE - preparedness, mitigation, prevention 

B. CRISIS PHASE – response, recovery, development 

C. POST- CRISIS PHASE - relief , recovery, rehabilitation 

Prof.Mahesh Kumar Soma IBS Hyd









 CRISIS COMMUNICATION
TYPES OF CRISES…
1.EXPLODING CRISIS – Actual disasters like fire, calamity, quake, flood,
explosion

2.IMMEDIATE CRISIS – controversies or scandals involving people and

organization 

3.BUILDING CRISIS – Anticipated \premeditated - closure of plant,

discontinue service, retrenchment

4.CONTINUING CRISIS - consumer groups, long term attack from public

interest groups, media, judiciary
Prof.Mahesh Kumar Soma IBS Hyd



 CRISIS COMMUNICATION
PRINCIPLES OF CRISES…

1.RELATIONSHIP PRINCIPLE – Good relationships with stakeholders

helps
2.ACCOUNTABILITY PRINCIPLE – Taking responsibility- eg product
recall 
3.DISCLOSURE PRINCIPLE – Share info about crisis, promise remedies 
4.SYMMETRICAL COMMUNICATION PRINCIPLE - Public interest is as
important as that of organization 

Prof.Mahesh Kumar Soma IBS Hyd

 CRISIS COMMUNICATION
CORP. COMMN. ROLE

1. Identify the stakeholders internal & external

2. Selecting channels  to reach out
3. Articulating the flow of content 
4. Message Action Plan – Message elements, Words & Imagery, Time ,
Schedule
5. Managing Perceptions - Change opinion, negativity, identify whether
perceptions are based on reality or grapevine\rumor , company and people to
reflect empathy & concern in interactions with media, stakeholders

Prof.Mahesh Kumar Soma IBS Hyd

 CRISIS COMMUNICATION
IMAGE REPAIR THEORY-L.BENOIT
1.DENIAL
2.EVADE RESPONSIBILITY
3.REDUCE OFFENSIVENESS
4.CORRECTIVE ACTION
5.MORTIFICATION

Prof.Mahesh Kumar Soma IBS Hyd

 CRISIS COMMUNICATION
IMAGE REPAIR THEORY-L.BENOIT
1.DENIAL
a.SIMPLE DENIAL- Act did not occur- it is harmless
b.SHIFTING BLAME- Someone did it

2. EVADE RESPONSIBILITY(Change perception\Avoid responsibility)

a.PROVOCATION-Respond before the victim
b.DEFEASIBILITY- Cannot control situation, invalidate\annul
c.ACCIDENT- Unforeseen consequence
d.GOOD INTENTIONS- Meant well in doing that

Prof.Mahesh Kumar Soma IBS Hyd

 CRISIS COMMUNICATION
IMAGE REPAIR THEORY-L.BENOIT
3. REDUCE OFFENSIVENESS(ALTERNATIVE PERSPECTIVE TO
PROBLEM\LESS OFFENSIVE\STRENGTHS)
a.BOLSTER-Stress own good points
b.MINIMIZE- Act is less offensive than it appears
c.DIFFERENTIATE- Act less offensive than similar acts
d.TRANSCEND- More important issue focussed
e.ATTACK ACCUSER- Reduce credibility of accuser
f.COMPENSATE- Offer money, goods, services
4. CORRECTIVE ACTION- Repair damage and prevent recurrence
5. MORTIFICATION-Apologise, ask for forgiveness

Prof.Mahesh Kumar Soma IBS Hyd

 DELIBERATE STRATEGIC AMBIGUITY

Eg. of a Mobile Company…

It has come to the notice of the company in the third week

of the month of December of the year 2020 that some of the batteries of the
mobile phones are exploding due to various reasons. It was noticed that some of the
batteries manufactured in batch number 3431 in the plant number 7 of the group had
particularly faced problem of explosion especially when they were kept for more time
while charging.
The company is all geared to tackle the issue and replace the batteries and help people
in all ways.
Information may be sent to…… or 924xxxxxxxxx

Prof.Mahesh Kumar Soma IBS Hyd