The ubiquitous Request for Proposal (RFP) has landed with a thud on most consultants’ desks at some point. Unfortunately, few clients will abandon this medieval approach to selecting professional service providers.
So assuming you’re faced with an RFP, here are four quick tips to help you pull together an effective response.
Start with a Winning Strategy. Before diving into the writing process, develop your story. What’s the compelling story that knits together your understanding of what needs to be done? How will you help achieve the results, and where’s the proof that you can get the job done?
Don’t Just Answer the Question, Win It. Often the work of responding to an RFP is daunting, but the key is to focus on small victories—like winning every answer. Think hard about each response and focus on how each answer supports your story and contributes to winning the project, rather than simply answering the question
Avoid the Battle of the Boilerplate. Lots of RFPs are littered with boilerplate reusable elements. Just because you receive boilerplate from a prospective client, doesn't mean you should send yours back to them.
It’s tempting to cut and paste your own boilerplate into a proposal for something like qualifications. Rememer, your client will recognize that boilerplate from a mile away and ignore it. Resist the urge and customize every answer. Sure, use previous work as a starting point, but don’t over do it.
Create a High Value-to-Cost Ratio. Some argue that it’s nearly impossible to quantify the results of consulting projects. Use that myth to your advantage by placing a dollar value on the benefits the client can expect from engaging you. Let the client see the ratio of projected benefits to consulting fees.
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