A request for proposal (RFP) is basically a publication of detailed requirements by a prospective buyer in order to receive vendor offerings. These requests allow clients to compare different vendors and gather information about each vendor’s approach and price, this is a more heuristic approach as it allows the potential client to consider the various options that they can analyse and then make an informed decision. If you are writing a response to a RFP it is important to follow certain guidelines in order to have a better chance of being accepted.

AIDA Approach

When writing the response try to use an approach such as AIDA (Attention, Interest, Desire, Action).  Start with something that grabs the reader’s attention. This could be something like a quote from someone famous/respected, or a story, or some statistic. Then build on interest by focusing on the client’s requirements. Always try to focus on the client rather than yourself. Then build desire by drawing a picture of the end result of your solution. Show your value proposition and try to give something extra that the client is not anticipating. And end with summarizing the action plan to get the project in motion.

Understand the RFP

You would need to understand the RFP for a clear picture on the client requirements. Ensure that you put sufficient emphasis on the Deliverable section that  would give an idea as to what exactly is required. In some instances the exact requirements of the client can be quite obscure. In these circumstances it is important to dig deep and find out the precise requirements or the ‘requirements behind the requirements’.

Ensure that you stick to the format of the RFP

When starting to write a response it is critical to use the proper format as indicated in the RFP. Failure to do so would probably cause your response to be dismissed even without consideration.

Some useful tips to writing a successful response

1. Always provide a Solution Summary to the potential client which would allow him to clearly view his options.
2.Never use any abbreviations while writing an RFP response as the client may not be quite comfortable with the jargons that may sound very familiar to you.
3. Be ready to provide evidence of your achievements and also be ready to provide a back up of  all the proofs that would be required.and ensure that you provide in excellent .
4. Provide examples & testimonials of  clients that you have serviced on similar projects you have done before which provide a glimpse of the work that you have already done.

If you want some perspective on how you or  your company needs to enhance their Sales/Client Management Capabilities, please email me at This email address is being protected from spambots. You need JavaScript enabled to view it.


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