It is not enough to simply focus on the RFP that is currently on the table. You must implement a consistent culture of winning, which includes effective systems around strategy, team, process, and content.
Based on our 25+ years of experience in evaluating and preparing RFP responses, here are three key elements that must be present to move the needle forward on your win percentage:
- When answering RFP questions, first focus on the why and the what; then focus on the how. Too many answers to questions dive right into the “how”, but readers need to be drawn in with the “why” and the “what” first.
- Focus more on your solution, less on you as a company. Your proposal is about what you can do for the client and how they will benefit. It is not about you.
- You must write your proposal so that the evaluator can follow along and easily consume the information. Sounds simple, but our experience and research shows that this the number one pitfall of proposals, no matter the level of experience. Proposals that are too technical, too confusing, or too overwhelming will inevitably get lower scores.
Here are some additional tips that you can implement today that work consistently across multiple highly successful RFP & Capture Teams:
- Track your costs to respond to each RFP! There is a positive relationship between tracking revenue metrics and the percentage of RFPs won (Loopio 2020).
- Request an outside review. Studies indicate a subjective 3rd party review of your response, prior to submission, can impact win ratios by up to 20%. Learn more about our review process here.
- Understand and acknowledge employee engagement. This piece is so vital to ongoing win ratios for RFP and Capture teams yet is often overlooked. Understanding what drives and motivates your team can be the difference between whole-hearted engagement versus just going through the motions. The end product will reflect that.
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