Responding to a request for proposal (RFP) is a key part of winning new business. But with so much on the line, the pressure is high to get your RFP response right. Follow these tips to submit a proposal that shows why your company is the ideal choice.
Master the RFP Basics
Before drafting your response, ensure you thoroughly understand the RFP inside and out
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Read every section carefully and highlight key requirements
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Compile a list of all must-haves for the project.
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Make note of the timeline, budget, goals, and criteria for selection.
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Attend any briefing sessions to gain extra context.
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Ask clarifying questions if any areas are unclear.
With a solid grasp of what the client needs, you can shape the perfect pitch.
Emphasize Your Fit
A core RFP strategy is showing how you can uniquely meet the prospect’s needs.
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Draw direct connections between their requirements and your capabilities.
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Share specific examples and metrics that prove you can achieve their desired outcomes.
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Tailor details to the client versus taking a one-proposal-fits-all approach.
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Focus on the value you offer, not just features. Demonstrate you understand their problems.
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Highlight advantages your company has over competitors.
A customized response builds confidence that you’re the right partner for the job.
Lead With a Powerful Executive Summary
Like any document, your RFP response should start strong with an executive summary covering:
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Brief overview of key challenges and goals outlined in RFP
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Your approach to addressing the client’s needs
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Summary of main strengths your company brings
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Key points on your proposed solution
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Next steps for selecting and onboarding you
This high-level preview allows busy decision-makers to quickly grasp your offering before diving into details. Keep it short, compelling, and client-focused.
Outline Your Implementation Plan
Clients want to know you can execute on promises, so include a detailed implementation plan. Cover:
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Milestones: Key stages with dates, from kickoff through objectives met
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Deliverables: Specific outputs at each milestone
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Risk management: Potential issues and mitigation plans
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Governance: How you’ll manage the engagement and get client signoff
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Transition: How you’ll onboard and ramp up if selected
Thoroughly mapping out how you’ll operationalize the project instills confidence you can handle it.
Flaunt Your Qualifications
Your RFP response must prove your team has the chops to deliver results. Provide:
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Short bios highlighting relevant experience of key staff
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Case studies showing success with similar projects
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Testimonials and references from satisfied clients
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Awards and media recognition earned
Quantifying past performance demonstrates you can replicate results. Lean on metrics and science, not just promises.
Address Evaluating Criteria
Many RFPs list specific criteria the prospect will use to score responses. Be sure to directly address each item.
You can call out how you meet criteria in a matrix matching points from RFP to your capabilities. Don’t make evaluators dig to find info.
Watch the Details
Careful attention to detail is vital for an RFP win. Be sure to:
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Follow all formatting, organization, and submission instructions
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Use the exact structure and titles outlined in RFP
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Fill out requested appendices and forms completely
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Meet the prospect’s branding and visual guidelines
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Proofread thoroughly and have others review before sending
Polish and professionalism in your response prove you’ll bring the same care to their project.
Make the Pricing Transparent
How you present pricing impacts perceived value. Be clear about:
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All costs included in your fees and what’s extra
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Your pricing structure and what drivers impact costs
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Any discounts, incentives, or added value you can offer
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Investment required vs. potential ROI delivered
Build trust by avoiding hard sells and hidden fees. Show good faith through reasonable rates.
Close Strong
End your RFP response by circling back to the prospect’s core needs and how you’ll address them.
Reiterate your fit, highlight your enthusiasm for the project, and express interest in further discussing how you can partner for success.
Master RFP Response Best Practices
Beyond the content, getting the details right matters:
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Meet the deadline – Late proposals often go straight to the reject pile.
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Follow page limits – Stick to tight word counts or page caps given.
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Use visuals strategically – Charts, images, and white space make info digestible.
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Write tightly – Trim the fat for clarity. Avoid jargon and fluff.
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Sell the benefit – Focus on the client’s “what’s in it for me?”.
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Be positive – Emphasize possibilities, not restrictions.
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Proofread thoroughly – Typos and errors undermine quality.
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Use templates thoughtfully – Customize so it doesn’t seem formulaic.
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Check formats – Use those specified to ensure accessibility.
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Be responsive – Quickly clarify any additional questions.
Following RFP instructions shows you’ll be an easy partner.
Review and Rehearse for Interviews
Many RFPs lead to follow-up presentations. Be ready to pitch in person by:
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Practicing your delivery and slides
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Prepping key points on strengths and value
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Reviewing likely questions with your team
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Gathering data, samples, or visual aids as needed
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Ensuring those attending know their role and talking points
With a polished, coordinated interview approach, you’ll convey confidence and competence.
Learn From Each Experience
Even if you don’t win, improve by assessing what you could do better next time:
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Review scoring feedback if provided. Identify where you fell short.
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Ask for a debrief call to understand decision factors.
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Have colleagues review your proposal for areas of improvement.
Continuously refining your RFP process raises future odds of selection.
With preparation, attention to detail, and a client-centric focus, your RFP response will show why your company is the right fit to drive results. Follow these tips to craft a proposal that persuades evaluators to choose you.
Make sure your timeline is detailed
Add a clear timeline to your proposal, one where you reflect all the important milestones.
This detailed timeline gives the client a clear idea of when they can expect each project stage to be completed and shows that you have a structured approach to managing the project.
A proposal with a timeline shows that you have a well-thought-out plan for the project and can help set realistic expectations for the client.
It also demonstrates your ability to manage projects effectively and meet deadlines.
Example: Suppose you’re responding to an RFP for a digital marketing campaign. Your timeline might look something like this.
Week 1: Kick-off meeting to understand your specific needs and goals.
Week 2—3: Market research and strategy development.
Week 4: Presentation of the marketing strategy for your approval.
Week 5—8: Content creation and campaign setup.
Week 9: Launch of the marketing campaign.
Week 10—20: Monitoring and adjusting the campaign as necessary.
Week 21: Final report and review meeting.
Keep your proposal short and sweet
Your potential customer isn’t looking for a sales pitch when they write an RFP.
They’re seeking someone to help them complete a specific project or objective.
You can help them fully consider your proposal by keeping things short and to the point.
Tell them what you plan to do, how you plan to do it, and why you’re a better fit than your competitors. Make sure that the information you provide aligns with their needs.
Nothing else (other than a polite thank you for their consideration) is required.
Generic: Our company, with its highly skilled professionals and state-of-the-art technology, is fully equipped to handle all your web development needs. We have a proven track record of delivering high-quality websites that meet our clients’ business objectives and exceed their expectations.
Short & sweet: Our team can build a user-friendly, SEO-optimized website for your business that drives traffic and conversions. We’ve done this successfully for clients like Client A and Client B.
Remember that the initial requester may not be the direct point of contact for the proposal itself.
Often, the RFP request is generated by an admin or a staff member who isn’t involved with the final decision-making process.
When responding, verify the direct contact information of the individual seeking your response.
This will be included in the RFP.
Example: If the RFP states that proposals should be sent to John Doe, the Director of Marketing, but you’ve been communicating with Jane Smith, a Marketing Associate, you should send your proposal to John Doe (as instructed in the RFP) but also CC Jane Smith since she’s been your point of contact.
Creating Your First RFP Response – Part 3.1: Creating a Proposal Plan
How do I respond to an RFP?
Submit your response to the client. Before the due date specified in the RFP, submit your response to the client. Be sure to follow up with the customer to ensure they received it and answer any questions they may have. When responding to an RFP, you’re likely competing against several vendors.
What makes a good RFP response?
Original RFP response: Our company improves efficiency and cost savings. Winning RFP response example:XYZ solution, empowers ABC company to optimize efficiency and maximize savings. Your evaluators are pressed for time. Write clearly and succinctly. Use headings, subheadings, call-outs, and bullets to make your proposal easy to skim.
How do you write a good RFP?
Add testimonials or case studies that give the prospect more insight into your experience and see measurable results you achieved for clients. You can also include awards and certifications your company has won to gain a competitive edge. Your RFP response should show and convince the prospect you’re absolutely the best choice for them.
What is a winning RFP response example?
Winning RFP response example:XYZ solution’s customer submitted 83 proposals in 2018. More than twice the number completed by their competitors. Typos, style inconsistencies and abrupt changes in grammatical tense or tone can be incredibly distracting for your reader.
