An oral proposal for large contracts — government and commercial — goes by many names: a pitch, a sales presentation, an interview, or an orals.

Because a lot of money — millions, sometimes billions of dollars — is at stake, an oral proposal is one step — one of the final steps — in a long process. They are typically preceded by several conversations and exchanges of information and, of course, by a formal written proposal.

Your goal, when preparing and presenting an oral proposal is to win the contract.

You do so by showing the customer how your people, processes, tools and technology will provide better value than the competition: how you will give them more of what they want (features and benefits) and less of what they don’t want (costs, delays, risks, etc.)

Preparing a winning oral proposal is a complex process. It involves many players and considerations.

The Most Important Issues to Address when Preparing an Oral Proposal

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Technical presentations, especially in a business meeting, are difficult to pull off.

On the one hand, a technical presentation addresses an issue or topic of some complexity, in a field that has its unique knowledge base, processes, methodologies, and jargon.

On the other hand, a business meeting isn’t a technical or scientific conference. The attendees are from different fields. They have different backgrounds, educations, and responsibilities. And they do not necessarily share your knowledge or speak your language.

You might be called upon, for example, to speak about a highly technical issue to people in upper management, marketing and sales, regulatory, finance, and operations. You don’t want to simplify your content to the extent that it’s no longer technically valid or meaningful. But you have to avoid confusing them by presuming too much knowledge or presenting too much detail.

So what can you do?

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To know how to write a eulogy, you first have to know what a eulogy is and, more importantly, what its purpose is.

A eulogy is a short speech delivered in a memorial service in memory of someone who has recently died.

How to Write a Eulogy: Principles

Principle 1: A eulogy is a short speech.

In general, short speeches are better than long ones: more engaging, more focused, less apt to lose the audience’s attention. There’s so much going on in a memorial service (see below) and people are already coping with a mix of feelings. You owe it to them to keep your eulogy brief and to the point.

Principle 2: A eulogy is part of a larger event: a memorial service.

In addition to the eulogy, there may be scriptural or other inspirational readings, poems, prayers, music and songs, flowers, and in some cases elaborate ritual elements.

A eulogy serves a specific and limited purpose within the service. (More about that later.) A eulogy doesn’t do all the work.

Principle 3: A eulogy is a remembrance of someone who has died.

Originally, a eulogy was meant to praise the dead: to extol their virtues and accomplishments. (The word eulogy comes from the Greek, meaning “good words.”)

Many eulogists still limit themselves to saying only good things about the deceased. But doing so runs the risk of presenting an incomplete and, at times, distorted portrayal of the person.

A eulogy shares memories of the deceased, allowing others to tap into their own memories and, hopefully, to come to terms with them. Those memories may not all be positive or happy, at least not for everyone. What matters is telling the truth as kindly as possible.

How to Write a Eulogy: Tips

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Giving a speech or a presentation takes time and effort. And often it isn’t the right thing to do, given the circumstances and the need.

Before agreeing to give a speech or a presentation ask yourself three questions: Me? Here? Now?

Question #1: Me?

Am I the right person to give this presentation? Do I have the right knowledge and experience? Will I be credible to the audience?

Do I have a stake in the topic or in the audience being addressed?

Do I have something worthwhile to share — new information or ideas or a different way of thinking?

Question #2: Here?

Is this the right place, forum, or event to speak? Will the setting and room set-up, schedule, and agenda do justice to what I have to say and what I want to accomplish?

Are these the right people for me to address?

Question #3: Now?

Is this the right time to speak? Does my topic have relevance to what my audience is concerned about — or should be concerned about — now?

Am I given the time I need to address this topic adequately? Am I scheduled to speak at a time that will assure me of the audience’s attention.

This may sound funny coming from someone who makes his living by giving speeches and by helping others give them, but I’m skeptical about accepting speaking invitations. I want to speak only when I can do some good, when I am given an audience suited to my topic and approach, when the event is planned and managed in a way that gives me the opportunity to succeed.

And I encourage you, when possible, to consider carefully before agreeing to give a speech.