Tag Archives | RFPs

It’s always tempting to respond to any Request for Proposal (RFP) you receive. After all, the project is neatly described, desired outcomes are clear, and the consultant process is objective.

Not.

Responding to an RFP that comes in over the transom can be a costly proposition that results in a nice proposal but no project. Before investing your precious resources in responding to the RFP, ask yourself a few questions:

Why Me?

Did you receive the RFP because you have an existing relationship with the client? If not, why would the client seek you out?

If the RFP is from an unknown client, your chances of winning the project are very low, although many consultants could probably point to an exception to that rule.

Some consultants are simply added to a list of “contenders” with little hope of winning the project. Don’t squander your valuable time competing in a beauty contest you have little hope of winning.

What Will It Cost?

Over the last several years, more consulting selection processes are being run by procurement managers, not the actual client buyer. Having an intermediary between you and the buyer raises the cost of RFP compliance, reduces the quality of your response, and slows the selection process—sometimes to a crawl.

There’s also no evidence suggesting that the process results in a better decision for the client.

Create an estimate of your out-of-pocket expenses, time, and the lost-opportunity costs of responding to the RFP. When you use these costs to calculate a project ROI, the results can be eye-opening. Some RFP responses result in a win, but an unprofitable project.

If You Respond

Some RFPs are tailor-made for the recipient. If so, work with the client to make it a success by supporting the buying process as it’s been established. Comply with all of the terms of the RFP, and don’t use boilerplate for any part of it. Craft a customized response every time.

Some industries, like the public sector, rely on RFPs as a standard method of buying professional services. Others use RFPs less frequently. You may find that responding to an RFP is like fishing without bait.

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.