Responding to a Request for Proposal (RFP)

Rich Maggiani
Responding to requests for proposals is a proven method of getting new work. Most review committees, however, hold certain expectations for the content and presentation of these responses. Following these unwritten rules greatly enhances your chances of being interviewed, and chosen to complete the work. Your proposal must be all inclusive, thus making it easier for the reviewers to obtain all the information they need about you and about your capabilities. Following the rules stated in the RFP is a necessity; also consider adding other information that enhances your proposal and demonstrates your understanding of their needs and ability to meet their goals. If you could control every aspect of a competitive bidding situation, it wouldnt be competitive at all. Youd simply declare yourself the winner! In reality, when faced with a Request for Proposal, you can control the way you respond. And by following a few proven strategies for creating a proposal, you give yourself a significant advantage over your competition.

Consider including reference letters. Include relevant samples that demonstrate your relevant capabilities.

Elements of a Strong Proposal

If the formatting and content of your proposal are left to your discretion, you might want to include the following sections in the order shown here: Overview of the entire proposal. Explain why you are the best choice for the project. Project description and deliverables. Define what specific elements you are going to deliver. Project goals. Consider the clients overall communication goals and specific goals for the project on which youre bidding. Services provided. Often these are wider in scope than the prospect believes. Process. How you will go about completing the project. (By including this section, you also demonstrate your professionalism.) Schedule. Provide a realistic timetable and demonstrate that you are serious about completing a project on time. Description of yourself or your company. Include the benefits the prospect gains by accepting your proposal. Comparable projects and experience. Explain how past projects demonstrate your ability to complete the proposed project. Estimated fees or budget. Remember that youre not offering a commodity. Make sure the reader completely understands the value of your services before you present the cost. Conclusion. Summarize your proposal and state again the reasons to choose you.

Two Types of RFPs

Most RFPs specify the content of your proposal, with some even requiring specific formatting for your responses. Other RFPs simply describe the final product needed, leaving the content and formatting of your proposal up to you. Regardless of the type of RFP you receive, be sure that you respond to it fully. Include all relevant information about the products and services you are including. Even when the RFP specifies certain formatting for the proposal, you must organize your information to fit the required format without sacrificing any pertinent information.

Basic Rules
Fully understand the RFP. Most include contact information so you can submit questions and ask for clarifications. Respond in detail to the RFP, following all instructions. Quote pertinent sections of the RFP in your proposal. Create an interesting and compelling design.

 References. List the contact information for past and current clients who will speak of working with you in glowing terms. Client list. List other companies and organizations with which youve worked.

Rich Maggiani President/CEO Page Designs Inc Creative Communication Two Church Street, Suite 3A Burlington, Vermont 05401 802.658.4207 Rich is the President/CEO of Page Designs Inc, a marketing communications agency. He helps promote and brand clients by creating and implementing a marketing strategy, through graphic design, advertising, public relations, and Web site development. Rich is also an award-winning technical writer, teacher, and trainer with over 20 years experience. He has taught graduate courses in writing, communication, and business. Rich is deeply involved in community service and political activities, and is the Chair of a statewide business organization. In 1995, he worked with a small group of writers to establish the Vermont STC Chapter. Rich is a Senior member of STC, the membership manager of the Consultants and Independent Contractor SIG, and is organizing the 2002 STC Region 1 Conference.

Additional Strategies
Avoid doing work on spec. If you give away your work, you diminish its perceived value. Occasionally, however, you may need to consider breaking this rule. Find out whether your proposal is proprietary or public. If it is public, keep in mind that your competitors may read it. Whenever possible, review your competitors proposals. This will give you an idea of how others responded, and allow you to consider potential changes for future proposals. Focus on the positive. Describe what you are going to do and demonstrate your ability to complete the project. Never focus on weaknesses. If the RFP asks for something that you cannot deliver, address it honestly and clearly but without emphasis. Add sections that should have been included in the RFP. This demonstrates your professionalism, your ability to anticipate the needs of the client, your ability to think outside the box, and your experience. Minimize details (such as specific contract terms) until you have been awarded the project. Ask for the work, and indicate your enthusiasm for the project. Typically, a review committee reviews the RFP responses, selects and interviews a group of finalists, then chooses the winning proposal. If you are the winner, be sure to send a thank you note before you begin the work. If yours was not selected, do your best to find out why, then use this information to better your next proposal. And ... send a note thanking the review committee for requesting and reviewing your proposal. The long reach of such consideration touches people in many different and oftentimes wonderful ways.