The Maple Leaf Chapter of the Association of Proposal Management Professionals, with generous
assistance from ABB Canada, is hosting a one day workshop in Calgary on
Winning Executive Summaries
Shipley Associates (www.shipleywins.com) has been retained to provide their expertise in leading this
important Workshop.
When:
Friday, November 7, 2014
8:30 AM to 4:30 PM (Doors open at 8)
Where:
ABB Canada, #110, 4411 6 St SE, Calgary, AB T2G 4E8 (corner of Blackfoot Trail and 42nd
Ave. SE, behind the Costume Shop.
Fee:
APMP members:
$899 Early Bird to Oct. 7, $949 thereafter
Non-members:
$949 Early Bird to Oct. 7, $999 thereafter
3 or more registrants per company:
$799 Early Bird to Oct. 7, $849 thereafter
Includes all Workshop Material (Manual, Shipley Proposal Guide), morning and break
refreshments, and lunch.
This one-day workshop begins by exploring the concept of customer focus and how it can be achieved. It
continues with information on the many uses of customer-focused executive summaries in business
development documents, especially proposals. A process for creating effective summaries is then
introduced and practiced, step by step.
You will shown how to:
 Understand the nature of customer focus and how to infuse it into your documents
 Create executive summaries focused on your customer’s most important issues
 Use customized planning and organizing tools to quickly craft effective executive summaries
By the end of the workshop, you will have a completed executive summary you can use as a model or
share with a customer. At your discretion, this can be an executive summary related to an historical
business opportunity (won or lost), a live opportunity you are currently pursuing, or a case study
furnished by the presenter.
Participation is limited to 20, so register early.
Register at https://www.eventbrite.ca/e/winning-executive-summaries-shipley-cda-hosted-by-apmpmaple-leaf-chapter-tickets-13061466197
For further information, contact the Workshop Coordinator:
Bob Hogarth, CF.APMP, Western Regional Director, Maple Leaf Chapter, APMP
Bob@ProposeToWin.com
®
We Empower Learning®
Winning Executive Summaries
Course Overview
Workshop Description
The executive summary is the most important
Winning Executive Summaries is a 1-day interactive,
part of your proposal and often the only part of
skill-building workshop. The workshop is 20 percent
your proposal the decisionmakers will read. The
lecture, 30 percent discussion, and 50 percent
executive summary provides your customers with
simulations and exercises.
a clear and concise rationale for choosing your
This training is based on two concepts: alignment
solution.
and customer focus. All customer communication
Customers must understand why they should
must be aligned, consistent, and customer focused.
buy from you—even before reading the rest of the
Winning Executive Summaries will help you gather
proposal. After reading the executive summary,
the right information and create strategies that will
customers should understand your solution and the
improve your win rate by:
unique benefits it offers. Customers often use the
• Organizing your message around the customer’s hot
buttons
executive summary as a substitute for the proposal.
By including high-level themes that cover all of your
• Cutting preparation time and cost and improving your
effectiveness with a consistent process
main points, you improve the chances that your
message will be conveyed to all evaluators and
• Using an early executive summary to align all sales
messages
decisionmakers.
Shipley Proposal
Guide™
Who Should Attend
v4.0
Workshop Length
• Account Managers
• 1 Day
• Sales Professionals
Included with Shipley’s Winning
Business workshops
The Shipley Proposal Guide™
contains 52 topics and 12 model
documents. Each topic section
provides a summary of key points.
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• 1 Shipley University™ Unit
• Proposal Writers
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Workshop Material
• Capture Managers
• Workshop Manual
• Anyone who contributes to
Executive Summaries
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• Shipley Proposal Guide™
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TM
We Empower Learning®
Shipley University
TM
Empowering Professional Development
Learning is the Key to Winning
If you are seeking credentials that set you apart from
Professionals who continue to learn and develop
other business development professionals, look no
their talent will always be in demand. Shipley will
further than certification from Shipley University.
help you and your organization succeed! You can
Before you can apply industry best practices, you
earn credit toward Shipley certification through your
must first know what they are and where to find
company or individually by leveraging Shipley’s
them.
public workshop channel. You learn core principles
and expand by choosing elective topics that fit your
To become a certified Shipley Business
goals.
Development professional, you must complete these
requirements:
Shipley Business Development Certification
• Three Core Courses. BD professionals must complete
the three flagship Shipley courses: Capturing Federal
Business, Writing Federal Proposals, and Managing
Core
6 units
Federal Proposals. Courses taken since 2005 can
+
Elective
Testing &
Evaluation
Basic
4 units
Advanced
apply toward certification. Each course is two
professional units.
Learners can achieve two levels of certification through Shipley
University—Basic and Advanced. Advanced certification requires
• Elective Courses. Completion of four professional
testing and evaluation to demonstrate competency in key areas.
units from a variety of Shipley training is required
beyond the core courses. Examples include any
of these Shipley workshops: Winning Executive
Summaries, Pricing to Win, Winning in the Cost
Volume, or other courses listed on shipleywins.com.
Validate your credentials
and industry knowledge by
completing the requirements
for certification through
Shipley University™. Combine
core course content with
tailored learning to meet your
professional development
objectives.
Each day of training qualifies for one elective unit
toward certification.
APMP Accreditation at Foundation Level also
qualifies for one elective unit toward certification.
Other relevant courses taken through approved
training organizations or universities may also apply
toward elective credit.
Equivalent business development courses taken from
Shipley International affiliates are also eligible toward
certification.
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The Association of Proposal Management Professionals
(APMP) offers the world’s only industry recognized
certification program for professionals working in a bid
and proposal environment .
Canadian organizations rely heavily on business proposals to
grow business. Many companies compete in an international
arena every day, contending for global contracts or retaining
domestic business against worldwide competitors. Expectations for business proposals are based on international standards, especially in the U.S. and U.K. Successful Canadian
organizations use international standards to compete domestically and win more business. One way to help your company even the playing field is to encourage and support your
proposal staff to attain accreditation through the APMP Certification program.
APMP’s Certification program has the proven strategies to
help your organization gain a leading edge and new skill sets
that will increase your win rate.
APMP Certification Confirms
Competency
APMP certification:
Demonstrates that your proposal team fully understands
effective proposal development;
Utilizes specific strategies to analyze a client’s needs and
develop a compelling solution;
Maximizes subject matter expertize and executive sponsor resources,; and
Proves your organization’s commitment to develop, retain, and recognize best industry practices and experts.
More than 80 Canadian companies endorse APMP membership and Certification, leveraging leading international
best practices to maintain a competitive.
The APMP mission is to “. . . promote the professional
growth of its members by advancing the arts, sciences, and
technologies of winning business.”
For more information on APMP, visit www.apmp.org
The Association of Proposal Management
Professionals (APMP) was founded in 1989
to provide a forum for discussion, learning,
and sharing of knowledge for those working
in the proposal field.
APMP now has more than 5,000 members in 27 countries.
APMP membership has increased steadily by 5% since 2011.
The Maple Leaf Chapter has grown
77%, to almost 150 members since
2012.
More than 80 Canadian companies in a
range of industries support APMP members.
Globally, nearly 4,000 proposal professionals have achieved certification
through the APMP.
By joining APMP’s Maple Leaf Chapter your
proposal staff will:
be eligible to begin the accreditation
process
join a community of proposal professionals across Canada
learn best practices through APMP
education webinars, professional
conferences, e-newsletters and more.
For more information, see our website
http://apmp-canada.ca/ or contact us at
info@apmp-canada.ca.