Why Executive Summaries Win (or Lose) RFPs 📝

Tyler Khalikyar
Aug 22
2 min read

If evaluators only read one section of your proposal, this is it.

The executive summary is often the most misunderstood and misused part of an RFP response. Too many teams treat it like an introduction or company profile, when in reality, it’s your first (and sometimes only) chance to persuade.

At WinRFPs, we’ve reviewed thousands of proposals — and time and again, the executive summary is the make-or-break moment. Here’s how to make sure yours sets you up to win.

Evaluator Reality 👀

Think about your buyer: they may have dozens of proposals to review. They don’t have time to read every word.

👉 That means your executive summary is often the first section they read — and the one that shapes how they view the rest of your proposal. If it’s weak, generic, or all about you, you’ve already lost ground.

What Not to Do ❌

Most executive summaries fail because they:

Lead with company history or boilerplate messaging
Use jargon that doesn’t connect with the client’s needs
Talk about features instead of outcomes

Example of a weak opening:

“ABC Solutions has been in business for over 25 years. Our mission is to deliver best-in-class IT services through innovation, quality, and customer service. We pride ourselves on our commitment to excellence and our broad range of offerings.”

Sounds polished… but it’s not client-focused.

What to Do Instead ✅

Flip the script. A winning executive summary is all about the client — their goals, their challenges, and how you’ll help them succeed.

Mini Formula you can use every time:

Client’s challenge — Start with their pain points.
Your differentiator — Show how you’re uniquely suited to solve them.
Quantifiable benefit — Tie your solution to measurable outcomes.
Proof statement — Back it up with evidence.

Side-by-Side: Dull vs. Compelling

Dull Summary (Typical):

“XYZ Consulting has a long history of excellence in project management. We offer a wide variety of services to help clients achieve success. Our team is highly skilled and committed to quality results.”

Compelling Summary (Winning):

“Your organization is expanding into three new markets, and speed-to-market is critical. XYZ Consulting reduces launch timelines by 30% through our proven playbook and dedicated project teams. Our approach has delivered $50M in accelerated revenue for clients in the past 12 months — and we’ll bring the same discipline to ensure your expansion is seamless, on time, and within budget.”

See the difference? One talks about the vendor. The other proves value to the client.

The Takeaway 🎯

Your executive summary isn’t an introduction — it’s your sales pitch on one page. If you do nothing else, get this section right.

When you focus on the client’s goals, highlight your differentiators, quantify the benefit, and prove you can deliver, you instantly set yourself apart from the competition.

How WinRFPs Can Help

We work with teams to:

Reframe executive summaries around client outcomes
Build reusable templates that still feel tailored
Insert data, case studies, and visuals that stick with evaluators

Because when your executive summary wins, your proposal wins. 🚀