Strategizing for success: A business professional plans to elevate her competitive advantage in RFP bids.

The formal competitive Request for Proposal (RFP) process is often managed by a procurement officer or a specialized consultant. While this approach indicates that the client is open to exploring new ways to improve their current operations, it also presents challenges. For example, there is typically limited or no direct access to the decision-maker before the submission of your proposal. Instead, you work through an intermediary who may lack familiarity with your offering or the influence needed to shape the final decision. As a result, critical factors such as compatibility and solution customization often take a backseat, if they are considered at all.

Key Takeaway - RFPs are not an ideal way to find a client partner, but for many industries, they are a fact of life.  So then, submit the best possible response.

Use a Qualifying Tool – Eyes Wide Open

The RFP process is designed to level the playing field, often shifting the primary focus to pricing, therefore proceed with caution. Before committing significant time, money, and resources—potentially amounting to thousands or even tens of thousands of dollars—evaluate the likelihood of winning the opportunity.

Develop a scoreable tool to objectively assess key factors related to the RFP. For instance, consider questions such as: Do you have local, referenceable clients? Do you have existing relationships within the organization? A tailored evaluation tool like this enables you to thoroughly understand your chances of success and make informed decisions about investing precious resources in the opportunity.

Key Takeaway – Understand what it will cost your organization to respond, and what the potential for “winning” is, before you accept the invitation to bid.

Go

You’ve completed your RFP Qualifying Tool and decided to move forward with the bid. Now, it’s time to focus on standing out and crafting a compelling written response. Here are some tips to help you differentiate yourself. With these strategies, your RFP response will not only stand out but also increase your chances of success.

Rule # 1 – the Prospective Partner is the Hero of Your Response

The most crucial element of responding to an RFP is to envision yourself writing directly to the key decision-maker within the organization. This individual is the hero of the story, and their organization’s success must take center stage in your response. Your proposal should consistently tie your solution back to the impact it will have on the buying organization’s success. Focus on how your offering addresses their needs, overcomes their challenges, and drives their goals forward.

By centering your response on their success, you demonstrate that you understand their priorities and are genuinely invested in helping them achieve their objectives.

Key Takeaway – It’s all about supporting them to attain their objectives, not how great your company is.

Executive Summary

If the RFP includes an option for an executive summary, seize the opportunity. If it doesn’t, don’t hesitate to ask if you can include one.

This concise, one-page document should highlight the key points you want the buyer to remember about your company and solution. It’s your chance to powerfully summarize how you will address the buyer’s challenges and commit to their success.

Never underestimate the impact of a well-crafted executive summary—it often sets the tone for the entire proposal and can be the deciding factor in capturing the buyer’s attention.

Key Takeaway - write highlights for the executive who doesn't take the time to read all the detail.

Enthusiasm

Believe it or not, passion and enthusiasm for what you do can shine through even in a written document. The words you choose and the tone of your sentences can reflect your excitement and commitment.

Before you begin crafting your responses, take a moment to get into the right mindset. If you genuinely believe in your company and the value of your offering, writing this will feel less like a task and more like an opportunity to share your story. If you find it challenging to channel this energy, take steps to get into an upbeat and positive frame of mind before you start.

Remember, your RFP response is more than just a document—it’s the story of how your company helps their clients, and its potential to make a meaningful impact on this client’s success. Let your passion guide your storytelling.

Key Takeaway – don't underestimate enthusiasm - can be a differentiator, and it’s catchy.

Tell Your Company “Why”

Structure your response to include your company’s Purpose, Mission, Vision, and Values. Buyers seeking a true partnership—not just a fee-for-service vendor—often value this information. It provides them with deeper insights into your company’s culture and personality, helping them determine if you’ll be a compatible long-term partner.

Clearly articulate these foundational elements:

1.      Purpose: Explain why your company exists and the broader impact you aim to make.

2.      Mission: Highlight what your company does and how it serves the purpose. 

3.      Vision: Share your long-term aspirations and the future you aim to create for your clients, your employees, and the client’s industry.

4.      Values: Emphasize the principles that guide your operations and decision-making.

By weaving these elements into your response, you not only demonstrate alignment with the client’s goals but also position your organization as a values-driven partner they can trust.

Key Takeaway – your foundation speaks volumes to prospective partners.

Testimonials

Including a list of prominent clients in your response can be beneficial, but nothing is more impactful than a glowing testimonial from a satisfied client. Positive words from someone in the client’s network or industry carry immense credibility and influence.

Here’s how to leverage testimonials effectively:

1.      Ask for Testimonials: Don’t hesitate to request testimonials from happy clients. Most will be glad to share their positive experiences.

2.      Keep Them Current: Regularly update your testimonials to reflect recent successes and maintain relevance.

3.      Use Them Strategically: Incorporate testimonials in your RFP response to support key points, such as reliability, results, or exceptional service.

4.      Highlight Specific Outcomes: Ensure testimonials include concrete details or measurable results to make them more compelling.

You’ve worked hard to earn this praise—make sure it works hard for you in return.

Testimonials bring authenticity and trust to your proposal, strengthening your case as the ideal partner.

Key Takeaway – the testimonial from a colleague is worth ten times more than whatever you will say.

Show Your Human

To "show your human" in a written response means conveying authenticity, warmth, and genuine connection. Here’s how to achieve this effectively:

1.      Avoid Overusing Templates: While templates save time, unedited or overly generic ones can feel impersonal and disconnected. Tailor your responses to the specific client and situation.

2.      Thoughtfully Use AI: If you use AI to assist in writing, ensure the content is carefully edited and personalized to reflect your tone and understanding. Unedited AI responses often lack depth and originality.

3.      Do Your Homework: Research the buyer’s organization thoroughly. Referencing their values, challenges, or achievements in your response shows you’ve invested time in understanding them and fosters trust.

4.      Adopt a Conversational Tone: Write in a manner that’s approachable and relatable. Avoid overly formal or stiff language that can sound detached. Instead, use language that feels more conversational and engaging.

5.      Tell Stories: Share real-world examples or anecdotes from past experiences that relate to the buyer’s needs. Stories are memorable and help illustrate your points in a way that feels natural and authentic.

By focusing on personalization, relatability, and genuine connection, your response will feel more human—setting you apart and fostering a sense of trust and partnership.

Key Takeaway – business is conducted between people.  Convey your humanness.

Customize Answers Using Specific Examples

When responding to questions about your capabilities, providing a “how” answer is a great start, but it’s essential to go a step further. Strengthen your response by including a tangible, real-life example that illustrates your point.

For instance:

·         Instead of simply stating, “We offer a comprehensive training program,” explain:“ Our training program led to a 20% increase in employee productivity within six months at XYZ Company. One employee, after completing the program, was promoted to a managerial role, significantly improving team morale and performance.”

·         Rather than saying, “We provide a tuition reimbursement benefit,” detail: “Through our tuition reimbursement program, an employee earned their master’s degree, which directly contributed to the implementation of a more efficient supply chain process, saving the company $50,000 annually.”

These examples demonstrate the tangible value and impact of your offerings, making your response more credible, relatable, and compelling to the reader.

Key Takeaway – claims are just words.  Connect claims to actual life events.

Be Succinct and Real

Lengthy, wordy responses rarely win. With attention spans shrinking, getting straight to the point is a major advantage. Aim for brevity that directly answers the question—skip the unnecessary adjectives and filler. Be complete but concise, delivering all the essential information clearly and efficiently. Avoid repeating points you’ve already made; each sentence should add new value.

Clear, focused communication not only respects the reader’s time but also makes your message stronger and more memorable.

Key Takeaway – write the response you’d appreciate reading. 

Leverage Visuals and Design

"A picture speaks a thousand words" so the saying goes. Some RFP's do not permit this as a feature of the response. But if possible, use visuals like charts, infographics, and tables to make complex information more digestible and your proposal visually appealing.

Conclusion

 It's no huge insight to share that in life we must do the best we can with the challenges we face, wanted or unwanted. For me, RFP's were always the latter. They always felt to much like I was being put in a vendor category. I am a builder of relationships and work hard at one-to-one verbal communication. However, I responded to more than I can count over my lengthy career.

With this said, carefully select the ones you feel you have a chance to stand out and win. Use criteria to make the determination. Someone will win! It may as well be you.