A request for proposals or RFP is a fantastic business opportunity. In the RFP process, a potential or current client outlines their business challenge, a framework for how they would like the problem solved, and a clear indicator that they will be hiring an external company.
An RFP can be a clear business opportunity; however, writing the RFP response is not necessarily a straightforward process. It requires strategic preparation and tailored text. This article provides a structure to evaluate, prepare, and write an RFP response to ensure your bid is well-positioned to win. It introduces many concepts that we teach in our RFP Writing Classes.
What is a RFP?
Investopedia defines a request for proposal as “a business document that announces and provides details about a project, as well as solicits bids from contractors who will help complete the project.” An organization specifies what it requires by developing an RFP, allowing for a more streamlined competitive process.
Any company that has a clear idea of the solution they are seeking can issue an RFP, but this process is more common for public institutions and large corporations. Organizations may make an RFP public for anyone to apply, or it may be sent to a list of preferred vendors.
What Is An RFP Response?
An RFP response is a structured business proposal submitted by a company to address the requirements outlined in a client’s RFP document. It demonstrates your understanding of the client’s challenges, showcases your proposed solution, and communicates why your organization is the best fit for the project.
In simple terms, an RFP response is your chance to prove you’re the right partner.
Key Components of an RFP Response
A strong RFP response includes specific sections that highlight your expertise, proposed solution, and value. The essential parts are:
1. Cover Letter
The cover letter is your first impression. It should briefly introduce your company, thank the client for the opportunity, and highlight your enthusiasm for the project. Keep it concise and professional.
2. Executive Summary
If you're struggling with this critical section, our Executive Summary Writing course could be a helpful resource. This section should be a clear, compelling summary that makes an impact.
3. Company Overview
Offer a snapshot of your company’s history, mission, values, and relevant expertise. Include unique differentiators that set you apart from competitors.
4. Understanding of the Project
Demonstrate that you clearly understand the client’s challenge or opportunity. Restating their needs in your own words shows attention to detail and alignment.
5. Proposed Solution or Approach
This is the heart of your RFP response. Lay out your methodology, tools, and strategies. Show how your approach will meet (or exceed) the client’s expectations.
6. Team and Experience
Introduce your project team and their relevant qualifications. Include short bios and highlight experience with similar projects.
7. Timeline and Deliverables
Provide a realistic timeline and clearly defined milestones. Make sure to align this with the client’s stated deadlines.
8. Budget or Pricing
Outline your pricing structure in a transparent way. Emphasize value, not just cost, and align it with the services offered.
9. Case Studies / References
Support your credibility in the RFP Response format with past project examples, success stories, or client testimonials. Choose examples relevant to the RFP requirements.
10. Legal/Compliance Information
Address contractual obligations, insurance, certifications, or compliance details. This reassures the client that you can meet all formal requirements.
Step-by-Step Guide to Writing an RFP Response
You now have a deep understanding of the RFP and have determined that your company would be a great fit. Now, it’s time to write! Right? Wrong. Many business writers make the mistake of developing the sales strategy while writing the response. This approach results in a convoluted decision process that generally causes unnecessary revisions and delays. Preparation is critical for any proposal, but it is especially so due to an RFP’s specific requirements.
Step 1: Understand the RFP requirements
Before writing, carefully review the entire RFP. Identify mandatory requirements, evaluation criteria, and deadlines. Highlight the sections that require detailed responses and note any compliance rules.
Go beyond the obvious, look for clues about the client’s priorities and potential hidden expectations. The more you understand upfront, the better your proposal will be
Step 2: Is this RFP the right fit?
The second step in writing an RFP is the go or no-go decision. You must decide whether or not this RFP is a fit for your company and worth the investment of time for preparation.
Clients are explicit in their needs and vendor requirements. Some work may appear to be an excellent fit for your services, but the client may have a specific approach or framework that your company does not use. Similarly, some clients may require certifications, designations, or years of experience for a bid to be eligible. It is critical to ensure that your company meets all the requirements listed, and ideally hits many of the preferred qualities indicated. Lacking some elements does not necessarily disqualify you (the RFP should clearly identify if it does or does not); however, it impacts your chances of winning.
The call may be unclear, or in some cases of lengthy, complex RFPs, may even have contradictory instructions. Be wary of making assumptions about the client's needs. Each RFP should have contact information, and this is the time to reach out for clarity.
Submitting an effective RFP can take days or weeks of preparation, and can involve multiple staff. This significant investment should be employed when your company has a strong position.
Step 3: Gathering your team
One person can complete the proposal, or it can take a whole team. Regardless of the group size, one person must be identified as the point person who will ultimately be responsible for the submission. Other members may be brought on to help with the whole proposal or individual sections where domain expertise is required. Those that write the offer are not necessarily the ones who will be doing the work, but they must be familiar enough to build a convincing case.
Step 4: Understanding your audience
All proposals must be shaped on client needs and client perspectives. They have outlined their needs and wants in the document, but a winning bid requires a more in-depth understanding to best frame your solution. Ask the following questions within your team, or directly to the client (following any RFP communication protocol, of course):
- What is the main problem your potential client needs to solve or opportunity?
- What impact and/or benefit will solving this problem or implementing this opportunity have on the client's business?
- Who is the project lead person?
- What is the timeline?
- What is the budget?
- What steps have they already taken to address this problem or opportunity?
- What is working and not working for them?
- At this point, how do they envision a solution?
Most often, the client RFP contains answers to these core questions. If not, ask as many questions as you can before you begin drafting your proposal to ensure that your proposal will win their heart and knock out the competition
It is also helpful to clarify the scope at this stage. If your professional opinion indicates that the client did not consider it an essential service, ask if it should be included. For example, a local bakery posted an RFP for website development with many specifications but made no mention of site maintenance. The bakers may have missed this service, or they already had a solution. Do not assume that your client wants services that they didn’t ask for — it muddies the water, can delay decisions, and in a formal RFP, the situation can exclude you entirely from consideration because you did not match the RFP. You can always suggest a second project after winning the business the client has already identified as a priority.
Step 5: Examine the evaluation criteria
Most RFPs will outline how the bids will be compared and how the winning vendor will be selected. Pay careful attention to this guidance as it will make or break your project.
Evaluation criteria range widely. Some vendors use a simple lowest-price model. Others have scoring systems with percentages awarded for each deciding factor, where price is just one category. If it is not specified, this is a critical question for the potential client.
The metrics will give you the most precise insight into proposal priorities. For example, if the bakery website development RFP spends one out of five pages discussing the staff onboarding needs, it may appear to be a critical element and worthy of a lot of focus in your response. However, if onboarding expertise is valued at 5% in their evaluation matrix, it is not a deciding factor. If the bid focused too much on onboarding, it might have missed the other 95%.
A winning submission must align its content with the priorities given in the evaluation criteria.
Step 6: Know your competitors
To win, your proposal must not only meet your client’s needs but show how you can do so better than your competitors. To highlight your competitive advantage, you need to have a deep understanding of the business landscape.
The RFP is unique because some procurement processes, particularly from the government, publicly list any company that requested a copy of the RFP. If the process does not make your competitor list so convenient, you will need to draw on your knowledge of the industry.
Analysis of your top competitors will vary by industry, but it should enable you to best identify your unique positioning. Assess the alternatives’ strengths and weaknesses, and build a case that places you as the obvious choice.
Step 7: Highlight your value proposition
Your proposal should answer one critical client question: Why should we choose you? Highlight your differentiators, whether it’s industry experience, innovative solutions, faster delivery, or cost-effectiveness.
Don’t just list your strengths; connect them to the client’s specific needs.
Step 8: Don’t forget the design
An excellent proposal requires excellent formatting. Aesthetic is a valuable communication tool. Use the composition of the document to support your sales pitch.
First, the formatting must adhere to any style guidelines in the RFP. Some requests leave it entirely open, while others define the fine details such as page number, font choice, and margin size. Second, use formatting to produce a sleek, industry-appropriate document. Check out our proposal style guide for a complete overview. Use design tools like white space, visualization, and emphasis to draw in your reader. Similar to the writing process, design the document with your audience in mind.
Step 9: Step back and review
Once written, the review process begins. The review should include both an editing process and a proofreading process. This work can be undertaken by the writer or by a colleague or supervisor for a fresh perspective. Ensure there is enough time in the document-building process to allow for a comprehensive review process.
A strong edit verifies that the document is cohesive, logical, and persuasive. For an RFP response, the editing will map the RFP requirements and preferences over the text to ensure that it is a complete and compelling response. Proofreading will verify that the document is grammatically correct, eliminates errors like typos, and ensures names and RFP numbers are accurate.
Step 10: Submit on time
No matter how strong your proposal is, a late submission can disqualify you. Build in time for internal review and approval so you can confidently submit on or before the deadline. Timeliness demonstrates reliability.
RFP Response Templates and Examples
Example 1 - Executive Summary-Focused RFP Response Template
Executive Summary
[COMPANY NAME] is pleased to submit this proposal in
response to [RFP NAME/NUMBER]. With [X years] of
experience delivering [TYPE OF SERVICES] to similar clients,
we understand the critical need for [KEY CLIENT GOAL].
Our approach combines [KEY DIFFERENTIATOR #1],
[KEY DIFFERENTIATOR #2], and [KEY DIFFERENTIATOR #3]
to deliver measurable results tailored to [CLIENT NAME].
Proposed Solution
Describe your solution and how it meets each requirement
listed in the RFP.
Benefits & Outcomes
• [Benefit #1 with measurable result]
• [Benefit #2 with measurable result]
Pricing & Timeline
• Investment: $[AMOUNT]
• Timeline: [START → END]
We are confident our team’s expertise and methodology will
exceed expectations and deliver value consistent with your
objectives.
Example 2 - Detailed RFP Response Template
Introduction
Thank you for the opportunity to respond to [RFP TITLE/NUMBER]. [COMPANY NAME] brings deep expertise and a client-centered approach that aligns with your project vision.
Understanding of Needs
Summarize the client’s goals and challenges as outlined in the RFP.
Company Overview
Brief background, qualifications, and relevant experience.
Solution Overview
Explain the proposed services, methodology, and how you will meet or exceed requirements.
Project Management & Deliverables
Outline roles, responsibilities, milestones, and deliverables.
Pricing
Provide clear cost breakdowns for services, optional add-ons, and payment terms.
Why Us
Highlight key differentiators, case studies, and proof of past success.
Example 3 - Simple RFP Response Template
Background
We appreciate the chance to submit a response to [RFP NAME]. [COMPANY NAME] has a proven track record in [INDUSTRY/DOMAIN] solutions.
Scope of Work
• Describe in simple terms how you will accomplish the requirements.
• Include key assumptions if needed.
Schedule
• Start Date: [DATE]
• Completion: [DATE]
Team & Qualifications
List key personnel, roles, and relevant expertise.
Pricing
Provide a transparent, easy-to-compare cost table or summary.
Supporting Information
Include references, case summaries, or client testimonials demonstrating results.
Tips for Writing an Effective RFP Response
Crafting a winning RFP response isn’t just about providing information; it’s about showing the client why you’re the best choice. A strong proposal demonstrates understanding, professionalism, and alignment with the client’s goals.
1. Customize Each Response
Every client and project is unique, so a one-size-fits-all proposal won’t stand out. Take the time to research the client’s goals, challenges, and industry. Then, tailor your response to highlight how your solution directly addresses their specific needs. Personalization shows effort, builds trust, and increases your chances of winning the bid.
2. Use Clear, Professional Language
Clarity is key when writing an RFP response. Use a professional, straightforward tone that avoids unnecessary jargon or overly technical terms, unless the client specifically uses them. Clear communication demonstrates competence and makes your proposal easier to understand. A simple, polished style reflects well on your professionalism.
3. Align With the Client’s Values and Tone
Clients want to feel understood. Pay attention to how they frame their priorities in the RFP and reflect those values back in your response. If they emphasize innovation, highlight your creative approach; if they stress cost-effectiveness, showcase your efficiency. Mirroring their language and tone creates alignment and builds rapport.
4. Follow the Format and Submission Instructions Exactly
Most RFPs include strict guidelines on structure, required documents, and submission formats. Failing to follow these instructions can make even the best proposal invalid. Carefully review the requirements, organize your content accordingly, and double-check before submission. Attention to detail here shows respect for the process and professionalism.
5. Proofread Thoroughly
Spelling mistakes, grammar errors, or formatting inconsistencies can quickly undermine credibility. Before submitting, review your proposal multiple times, or have a colleague proofread it. A polished, error-free document signals attention to detail, professionalism, and care for quality, which are exactly the traits clients want in a partner.
Conclusion
Remember: crafting an exceptional RFP response is about more than just answering questions. Your real work is to strategically position your company as a logical partner. Follow the process and tips outlined in this article and your RFP responses will start winning the business bids you seek.
Need Help Crafting Professional RFP Responses That Win?
Writing an RFP response takes time, strategy, and practice. With the right structure, messaging, and client focus, you can turn every proposal into an opportunity.
If you want to master the process of how to respond to RFPs and gain hands-on experience with proven strategies, explore our RFP Writing Classes. Learn how to create compelling proposals, adapt RFP response templates, and stand out in competitive bidding.
FAQs
1. How long should an RFP response be?
An RFP response should be long enough to fully address the client’s requirements without unnecessary filler. Typically, the length depends on the project’s scope—shorter for small bids, more detailed for complex projects.
2. Can I reuse the same response for different RFPs?
You can reuse parts of previous responses, but avoid sending a generic copy. Always tailor the content to the client’s specific goals, needs, and industry.
3. Who should write an RFP response?
Ideally, it should be written by a team that combines subject matter experts, project managers, and proposal writers. This ensures accuracy, clarity, and persuasive presentation.
4. How do I format an RFP response?
Follow the structure requested in the RFP carefully. Use clear headings, bullet points, and organized sections to make your proposal easy to navigate.
5. Should I include visuals in my RFP response?
Yes—charts, infographics, timelines, and process diagrams can make your proposal more engaging and easier to understand. Just ensure that the visuals support the written content logically.
6. How can I improve my RFP win rate?
Focus on customizing each response, highlighting client-specific solutions, and presenting clear value. Consistent review, proofreading, and alignment with client priorities also boost success.
