10 best practices to help you write a winning RFP response.
Written by an author with a unique blend of skills and experience acquired over a decade of working as a business development and content strategist.
Crafting a winning RFP response for government contracts requires strategic planning, collaborative effort and attention to detail. You also need to be skilled in holding effective conversations with technical Subject Matter Experts (SMEs) and translating complex technical messages into easy-to-understand content.
I’ve distilled key best practices to help your team stand out and secure those coveted contracts.
1. Understand the requirements
The cornerstone of a successful RFP response is a thorough understanding of the client’s needs. Take the time to dissect the RFP document, identify key requirements, evaluation criteria and any nuances specific to the government sector. Align your response to address these requirements explicitly, showcasing how your product can fulfill the stated needs.
When identifying key requirements, it’s a good idea to divide them into functional and technical requirements. This will help you identify SMEs and collaborate better.
2. Create a response plan
Develop a response plan that outlines responsibilities, detailed work-back schedules, and milestones for each team member. Establish clear communication channels and checkpoints to ensure everyone stays on track. Assign SMEs to relevant sections to guarantee accuracy and depth in your response.
As a proposal writer, before you begin writing and editing, you’ll need to first collaborate and bring the team together to collect all the information you need to create the draft.
3. Focus on value proposition
Articulate a compelling value proposition that emphasizes the benefits and outcomes of choosing your product over competitors. Showcase tangible results, cost savings, efficiency gains, and ROI metrics backed by case studies, testimonials, or quantifiable data. Remember, people buy results, not features.
Leverage past performance and success stories to bolster credibility and instill confidence in your capabilities.
4. Apply UX best practices
UX practices are not restricted to the digital world. Keeping content clear, concise, and easy to navigate is important for any type of documentation. Government evaluators often sift through numerous proposals, so clarity and conciseness are crucial. Present information in a structured format, using bullet points, headings, charts, and graphics to enhance readability. Avoid jargon and acronyms that may confuse non-technical readers.
Add captions and figure numbers wherever you include visual content. It is also important to include a Table of Contents in your document.
5. Tailor your approach
Avoid the one-size-fits-all approach. Customize your response to resonate with the client’s mission, objectives, and pain points. For example, you might have ready responses for frequently asked questions, but it’s a good idea to customize the copy and reorder it as per the sequence in the requirement.
Also, change your writing style as per the client. For example, if the client is the Government of Ontario, your responses should meet the Canadian Press Stylebook.
6. Compliance is key
Ensure strict adherence to the RFP guidelines and compliance requirements. Failure to comply with stated instructions or formatting preferences could result in disqualification. Create a compliance matrix to cross-reference RFP requirements with your response to guarantee comprehensive coverage.
Non-compliance may also reflect poorly on your company’s intent to win the contract and deliver the promised solution and services.
7. Highlight differentiators
Identify and accentuate your unique selling points and competitive advantages. Whether it’s innovative features, robust security protocols, or exceptional customer support, distinguish your product from competitors to leave a lasting impression on evaluators.
Focus on highlighting what you offer and offer better, without mentioning your competitors’ names.
8. Executive summary
Include a well-crafted executive summary that encapsulates the essence of your proposal and leaves a lasting impression. Reference relevant contracts, partnerships, or projects with government agencies to showcase your track record of delivering results.
You could also provide names and details of the project team members in your executive summary.
9. Quality assurance and review
Implement a rigorous quality assurance process to eliminate errors, inconsistencies, and inaccuracies in your response. Conduct multiple rounds of peer review and editing to ensure clarity, coherence, and alignment with the RFP’s objectives. Use automation tools like Grammarly to proofread your copy.
If your organization does not use a tool, have at least two rounds of manual proofreading sessions and include them in your work-back schedule.
10. Final Touches
Pay attention to the finer details such as formatting, branding, and packaging. Present your RFP response professionally, with a polished appearance and cohesive design.
Consider how the RFP is being submitted, digitally or printed, when designing and formatting.
Responding to an RFP is like applying for a job position. Similar to how we all customize our cover letter as per the job description, it is important to highlight your understanding of the government sector’s unique challenges and demonstrate how your products can provide tailored benefits and solutions.
By following these best practices and fostering a collaborative team environment, your company can maximize its chances of success in the competitive government contracting landscape.
