Is Your Company Ready to Respond to an RFP?

For technology companies, responding to an RFP can represent a significant business opportunity. A school district may be looking for a new education technology platform. A large enterprise may need a systems integration partner. A government agency may be seeking a technology solution to address a specific operational challenge. When the right opportunity arrives, your company needs to be ready to respond.

Unfortunately, many organizations don’t discover gaps in their proposal process until a deadline is approaching. Sales teams scramble to find subject-matter experts. Marketing searches for approved product descriptions and customer references. Technical teams are asked to answer questions they haven’t seen before. Executives must review and approve a lengthy response, often with little time to spare.

The result can be a rushed proposal that fails to communicate the company’s strengths or demonstrate why it is the right choice.

The good news is that you don’t have to wait for the next RFP to find out whether your company is prepared. A readiness assessment can help you identify weaknesses, organize resources, and establish a repeatable process before the next opportunity appears.

1. Do You Have the Right People Available?

Responding to an RFP requires input from multiple departments. Depending on the opportunity, you may need contributions from sales, marketing, product management, engineering, information security, legal, finance, customer success, and executive leadership. The challenge is making sure the right people can contribute when needed.

Ask yourself:

• Who is responsible for managing the overall RFP response?
• Who coordinates contributors, deadlines, and document reviews?
• Which subject-matter experts can answer technical and product questions?
• Who provides pricing, legal, security, and compliance information?
• Who reviews the completed response and gives final approval?
• What happens when a key contributor is unavailable?

If the answers are unclear, your team may spend valuable time deciding who should do what instead of developing and writing a competitive RFP response.

You don’t necessarily need a full-time proposal manager to establish accountability. Depending on your company’s size and the volume of opportunities, an internal coordinator or experienced outside consultant may be sufficient.

What matters is having a defined process, clear responsibilities, and access to the expertise required to complete the response.

2. Is Your Proposal Content Ready to Use?

Many RFPs ask similar questions, even when they come from different buyers. Companies may repeatedly need to explain their products, implementation methodology, security practices, customer support, company qualifications, and experience serving similar organizations.

If your team must develop these answers from scratch every time, you’re spending time on work that could have been prepared in advance.

A well-maintained RFP content library helps your team find and adapt approved information instead of starting over with every opportunity.

Your library might include:

• Company background and qualifications.
• Product and service descriptions.
• Implementation and onboarding methodologies.
• Security, privacy, and compliance responses.
• Customer support and service-level information.
• Standard responses to frequently asked questions.
• Customer case studies and references.
• Approved answers to recurring RFP questions.

However, simply collecting old proposals in a shared folder isn’t enough. Content needs to be accurate, current, easy to locate, and appropriate for reuse.

Outdated product descriptions, inconsistent claims, and answers written for a different audience can undermine an otherwise strong proposal. Assign responsibility for reviewing content regularly and updating it whenever products, policies, services, or company capabilities change.

A good content library gives your team a starting point. It doesn’t eliminate the need to tailor each response to the buyer’s requirements.

3. Can You Demonstrate Results?

Buyers want to understand what your company can deliver and why they should trust you to deliver it. Case studies are an important component of RFP responses, along with testimonials and references.  Statements about quality, innovation, experience, and customer service may sound impressive, but they are more persuasive when supported by evidence. Before your next RFP arrives, review the proof points your company can use to demonstrate its capabilities.

Consider whether you have:

• Customer case studies describing measurable outcomes.
• References from customers willing to discuss their experience.
• Performance metrics that support your claims.
• Examples of successful implementations.
• Relevant experience serving similar organizations or industries.
• Documentation demonstrating compliance with applicable requirements.

For education technology companies, useful evidence might include implementation outcomes, adoption rates, customer satisfaction, or improvements tied to the product’s intended educational or administrative purpose. For B2B technology firms, evidence might include operational efficiencies, integration outcomes, reduced processing time, or other documented business results.

Use metrics only when they are accurate, defensible, and appropriate to the claims being made. Also, don’t wait until a proposal is due to ask a customer for permission to serve as a reference. Maintain an up-to-date list of potential references, document any restrictions on their use, and identify the types of opportunities for which each reference is most relevant.

Evidence of results helps transform a proposal from a description of what your company offers into a credible explanation of the value it can provide.

4. Do You Have a Reliable Approval Process?

An RFP response may require approval from several people before submission. Pricing may need executive review. Legal may need to examine contractual terms. Technical staff may need to validate product claims. Marketing may be responsible for consistency and presentation. Without an established approval process, these reviews can become bottlenecks.

A readiness assessment should establish:

• Who has authority to approve the final response.
• Which sections require specialized review.
• How reviewers will receive and return their comments.
• How conflicting feedback will be resolved.
• How the team will confirm that all required changes have been made.
• Who verifies that the completed response meets the submission requirements.

Build review time into the project schedule rather than treating approval as a final administrative step.

It is also important to distinguish between reviewing the accuracy of a response and reviewing its competitiveness. A technically correct proposal may still fail to communicate the company’s differentiators or address the buyer’s priorities clearly. Both types of review matter.

5. Is Your RFP Workflow Documented?

A repeatable workflow reduces confusion and helps the team manage deadlines, responsibilities, and quality.

Your process should cover the full response cycle, beginning when an opportunity is identified and ending when the company captures lessons from the outcome.

A typical workflow includes:

• Opportunity evaluation. Determine whether the RFP aligns with your company’s capabilities, business objectives, resources, and likelihood of competing successfully.
• Requirements review. Identify mandatory requirements, evaluation criteria, submission instructions, deadlines, and any questions that need clarification.
• Planning and assignments. Establish responsibilities, internal deadlines, document ownership, and review milestones.
• Response development. Gather existing content, develop new answers, coordinate contributors, and ensure the response addresses the buyer’s requirements.
• Review and approval. Validate accuracy, completeness, consistency, compliance, and the strength of the proposal’s overall message.
• Final quality control. Confirm that all required forms, attachments, signatures, and other submission elements are complete. Verify the delivery method and deadline, and ensure the authorized person submits the response.
• Post-submission review. Record feedback when available, document lessons learned, and update reusable content and processes.

Documenting this workflow doesn’t mean creating unnecessary bureaucracy. The goal is to give everyone a shared understanding of what needs to happen, who is responsible, and when each task must be completed.

6. Can You Handle an RFP Without Disrupting Other Work?

Even a well-organized proposal can place considerable demands on a company. Salespeople still need to manage their pipelines. Product teams have existing commitments. Customer success teams must support current clients. Executives have other business priorities. Before pursuing an RFP, assess whether your team has the capacity to complete the response without compromising other responsibilities.

Consider the number and complexity of opportunities you are pursuing, the availability of subject-matter experts, and the amount of original content required.

It is also worth examining whether your company has a clear process for deciding which opportunities deserve the greatest investment of time and resources.

Not every RFP is worth pursuing. An opportunity may be a poor fit because of mandatory requirements, an unrealistic timeline, limited resources, or a lack of relevant experience. A disciplined qualification process helps your team focus on opportunities that align with your capabilities and business objectives.

If your team regularly struggles to balance proposal work with its other responsibilities, outside RFP support may be worth considering. An experienced consultant can help coordinate the response, develop content, manage reviews, and establish processes that make future proposals easier to handle.

A Practical RFP Readiness Checklist

Use the following checklist to identify areas that may need attention before your next RFP arrives.

• We have a clearly identified person responsible for coordinating RFP responses.
• Team members understand their roles and responsibilities.
• We have access to the subject-matter experts needed to answer technical and business questions.
• Our reusable proposal content is organized, accurate, and current.
• We maintain relevant customer references, case studies, and documented results.
• We have a defined process for reviewing and approving responses.
• Our RFP workflow includes internal deadlines and quality-control checks.
• We have a method for evaluating opportunities before committing resources.
• We can manage proposal work without routinely disrupting other business priorities.
• We review completed proposals and use the lessons learned to improve future responses.

Any unchecked item is an opportunity to strengthen your process. You don’t have to address every gap at once, but identifying weaknesses before a deadline arrives gives you more options for resolving them.

Responding to an RFP: Prepare Ahead of Time

An RFP readiness assessment helps your company understand what is working, where the gaps are, and what needs to change before the next proposal deadline.

For some organizations, the next step may be as simple as organizing existing content and assigning clear responsibilities. Others may need a more structured workflow, a stronger library of reusable answers, better customer evidence, or experienced help managing complex responses.

Win more RFPs with clear, persuasive proposals.

Whether you need help writing an RFP response or managing the entire proposal process, Seven Oaks Consulting brings decades of experience in business writing and project management. We help you present your value clearly, confidently, and professionally. We offer full support on a fractional, outsourced basis for your proposal needs or personalized, one-to-one and group RFP training and coaching.

Contact Seven Oaks Consulting for expert RFP writing and proposal support.

Common RFP mistakes are easy to avoid if you know what to look for.

We’ve been responding to RFPs (request for proposals) issued by governments and private businesses for over 20 years. During that time, we’ve seen teams knock it out of the park – and make embarrassing mistakes.

This guide is intended to help you and your team knock it out of the park and avoid those embarrassing moments when you wish you’d never clicked ‘send.’

What Is an RFP?

Before I get started, let me define an RFP: a Request for Proposal.

An RFP or its cousins in the alphabet soup of procurement – RFI, RFQ, RFA – is a document issued by either a government entity or a private sector business. Procurement departments issue these documents to provide a common set of guidelines to companies. Companies use the guidelines to prepare bids. They submit the bids. Procurement evaluates the final proposals, which now provide an apples-to-apples comparison of responses and make it easier for them to determine the best fit for the project.

Why RFP Mistakes Happen

Responding to a Request for Proposal takes enormous effort. I won’t sugarcoat it for you. They aren’t easy to read, understand, or respond to. Plan on spending 10-20 hours on a simple RFP, more on a complex one.

There are requirements to understand, teams to coordinate, deadlines to meet, and a story to tell, all while your regular work still needs to get done. That’s why many companies outsource their RFP writing to firms like us. We take some of the heavy lifting off their shoulders.

However, whether you decide to respond on your own or work with the RFP professionals at Seven Oaks Consulting, one thing is certain: you’ll win some, and you’ll lose some.

In this article, I intend to help you avoid some of the most common mistakes I have seen RFP teams make. Some are subtle. Some aren’t. Regardless, the more I can help you sidestep the obvious and win more bids, the better.

Ready? Let’s get started. Here are the most common RFP mistakes I see – and how to avoid them.

Please note: I’ll use the term RFP throughout, but this also includes its cousins, the Request for Quote (RFQ), Request for Information (RFI), and Request for Application (RFA, use in grant proposals). 

 

Mistake #1: Bidding on Everything

It feels counterintuitive, but pursuing every RFP that lands in your inbox is one of the fastest ways to lower your win rate. When you treat every opportunity as a “must bid,” you spread your team thin, rush your responses, and end up submitting proposals that feel generic because, under the time pressure, they are.

The organizations that win consistently aren’t the ones that respond to the most RFPs—they’re the ones that respond to the right ones.

A simple bid/no-bid decision framework can change everything. Before committing to a response, evaluate each opportunity against a consistent set of criteria:

•  How well does this align with our core competencies? 
• Do we have a realistic shot at winning? 
• Is the contract size and scope worth the investment of time?
•  Are there relationships or incumbency advantages working against us?

A scoring rubric doesn’t have to be complicated. It can be a one-page template that your team fills out before any major decision to pursue is made. The goal is to give your team permission to say no, and to make that decision based on data rather than instinct or obligation.

Mistake #2: Not Reading the Entire RFP

This one sounds almost too obvious to mention, and yet it happens constantly. Teams skim the overview, jump to the questions, and start writing. They miss a mandatory certification requirement buried in Appendix C. They overlook the instruction that tables must be no wider than 6.5 inches. They don’t notice that the evaluation criteria were updated in an amendment issued two weeks after the original release.

Any of those oversights can mean disqualification, lost points, or a proposal that simply doesn’t answer what the client actually asked.

The fix is to assign a compliance lead, someone whose job, before a single word of the response is written, is to read every page of the RFP and build a compliance matrix. We do this automatically for our clients, but if you’re pursuing it on your own, select one team member whose job it is to understand and fix any formatting compliance issues. 

Mistake #3: Using Templates Without Customizing Them

Proposal templates help you respond faster, maintain consistency, and capture the best language your team has developed over time. Used well, they’re a competitive asset.

Unfortunately, most companies don’t use them well. They get lazy. They pound out the template, update a few things, and send it off. 

You need to go through your response template and update it to match the bid opportunity. 

Think about it: evaluators read dozens, sometimes hundreds of proposals. Generic language doesn’t cut it. When they see it, it signals two things: low effort and low understanding. Neither is the impression you want to make.

Start with your template and then customize it to the bid language. Reference the specific challenges they described in the RFP. Tailor your case studies to the closest parallel in your portfolio. If they’ve mentioned a priority such as implementation speed, experience with a specific platform, etc., make sure your response addresses it directly, in the same terms they used. Don’t assume they will read your case studies and recognize your expertise; point it out. Remember, evaluators are staring at dozens of responses and perhaps hundreds of pages. Make it easy for them to see your competitive advantages.

Mistake #4: Failing to Research the Competitors or the Incumbent

This is a big mistake most companies make. They don’t take the time to research the competition or find the incumbent.

In most government contracting, prior contracts are published on a public-facing portal. This is a goldmine of information on your competition. If the RFP is new, you can see who has contracts in place already with the issuer and figure out how you stack up against them. If the RFP is a renewal, you can view the previous winning proposal and position your response accordingly.

If there’s an incumbent, they do have advantages: established relationships, institutional knowledge, perhaps a proven history with the issuer. But incumbents also have weaknesses. The RFP may be issued because the issuer isn’t happy with the incumbent. Your proposal is an opportunity to speak to those realities without being negative or presumptuous.

 

Mistake #5: Being Too Text-Heavy

Even a beautifully written proposal can lose points if evaluators can’t get through it. Dense paragraphs, long blocks of unbroken text, and heavy jargon are exhausting to read and evaluators are often reading under time pressure, scoring multiple proposals at once.

Make your proposal scannable. Look for opportunities to present information visually: callouts, quotes, statistics, comparison tables, timelines, process diagrams, milestone charts. 

Use headings and subheadings to create a clear structure that lets reviewers navigate quickly. I like to set up the shell in Word or Google Docs, assigning the formatting to style shortcuts. This enables the response team to use preset styles when adding text. 

I keep a separate style sheet printed out since, inevitably, with a large response team, someone’s going to get creative and go off in their own direction. I always conduct a last proofread simply for visual style when we’re just about ready to submit the RFP response, so I can make sure it’s scannable and visually appealing. 

Break up long explanations with bullet points where appropriate. And keep an eye on sentence length. If you’re routinely writing sentences that run past three lines, simplify them. Some of our clients in fields like technology and education tend to write complex sentences; that’s okay if it’s an industry norm. However, try to simplify very complex sentences to make them easier to read, if at all possible. 

I know this can feel like you’re dumbing things down, but it’s really about clarity. You want everything simple, clear, and easy to understand. 

Mistake #6: Being Too Promotional

An RFP response may be a selling opportunity, but it shouldn’t read that way. It must address the issuer’s requirements directly.

Evaluators don’t want to read about how great you are. They want to see proof that you can solve their specific problem. Those are very different things.

Specificity can help you avoid the marketing-speak. Replace “we have extensive experience in this area” with “we’ve completed seventeen similar implementations in the past four years, with an average go-live time of eleven weeks.” Replace “our team is highly qualified” with the credentials, certifications, and relevant project histories that demonstrate it.

Case studies are one of your most powerful tools here. A well-constructed case study describes a challenge similar to the client’s, explains exactly what you did, and quantifies the outcome. A case study persuades better than marketing copy. It’s the old “the proof is in the doing” motto.

 

Mistake #7: Ignoring the Evaluation Criteria

Most public-sector RFP documents contain the evaluation or scoring criteria. Each is written differently, so you’ll have to decode it, but it’s there. The procurement team literally tells you exactly what they are looking for an how heavily they will weigh each section.

For example, you may see a scoring rubric that looks something like this:

 

• Technical Response (50%)
• Past Projects (20%)
• References (20%)
• Pricing (10%)

 

This scoring rubric informs bidders that the technical response carries the most weight, so they should put their efforts behind it. Pricing is the least important qualification.

 

Another rubric may assign points: 

• Technical Response (50 points)
• Past Projects (20 points))
• References (10 points)
• Pricing (10 points)

 

Points may not equal 100; each issuer has its own point system.

Typically, the issuer then tallies the points assigned by the evaluators. If there are several evaluators, the points each assigns to a response are averaged. The winning bidder has the highest point score.

I typically review my response based on the scoring criteria. I ask myself, “If I were the issuer, would I give a high mark to this? How well does it meet the information shared in the scope document?”

Mistake #8: Submitting Without Full Team Review

The thing everyone hates about RFPs is the deadlines. The pressure is real, and it can get intense.

However, rushing to submit a document without giving it a final read-through can be a disaster.

Typos sneak in. Reused text has a former client’s name in it. Someone’s comments are still in the margins. The formatting is off. You forgot to add form XYZ to the end of the packet and that’s an immediately disqualification.

Yup, it’s all happened to teams I have worked with. We caught them all. 

This is why it’s critical to have people assigned to read through the RFP with fresh eyes. Even if you don’t have a big team, leave enough time in the schedule to set the document aside, and go back to it the next day after a good night’s sleep. 

I like to have someone read through for factual errors, someone do a typo read-through, and someone else for compliance and formatting. My company has great proofreaders, but the client is always responsible for finding any factual errors. After all, it’s their product, service, and company.

Build your timeline backward from the submission deadline, and allow enough cushion to do a thorough proofread.

 

Mistake #9: Overlooking Formatting and Compliance Details

This is a stupid mistake I see all the time. Teams rush to respond and don’t bother reading through all the supporting documents. Hidden on page 99 of Appendix Q in the RFP  packet is something like, “All proposals must be submitted in PDF format. Use Times New Roman type, black, no smaller than 12 point, with one-inch margins all around.”

Federal RFPs are even stricter. I just wrapped up an RFP that required a header and footer with extensive information: the issuer’s name, the respondent’s name, the RFP number, and a bunch of procurement codes. Failure to include this lengthy text string would result in immediate disqualification.

Most of the time, I see these little mistakes trip up response teams more often than big errors. Page limits, font requirements, margin specifications, file naming conventions, submission portal instructions, required attachments and more are details you can’t ignore. They’re part of the evaluation, whether they’re explicitly scored or not. A proposal that exceeds the page limit may get disqualified.. Missing a required attachment can mean automatic disqualification, too.

You’ve spent so much time writing your response. Surely, you can spend time reading the formatting requirements. And following them.

Winning Is a Discipline, Not a Stroke of Luck

Throughout my 20+ years of helping clients respond to RFPs, I can say for sure that winning is more than luck. The teams that have consistently high win rates take the time to evaluate which RFPs they’ll bid on. They craft the response with care, following guidelines. They leave enough time for a thorough review. And they take the time to consider who they’re up against, whether it’s the incumbent or general competition, and create their responses accordingly. 

The organizations that consistently win RFPs have one thing in common: they treat the process as a discipline. They make deliberate decisions about which opportunities to pursue. They read thoroughly and plan carefully. They customize every response, use evidence instead of hype, and build in enough time to review and refine.

None of this is complicated, but it does require commitment. And if you look back at your recent proposals, you’ll likely recognize at least a few of the patterns described here. 

And you know what? That’s good news. Everything I’ve shared here is fixable. We all make mistakes. The key to improvement is recognizing and fixing them.

Start by auditing your current approach. Which of these mistakes shows up most often? Where is your process breaking down? Even small improvements in bid selection, compliance mapping, or review structure can meaningfully improve your win rate over time.

Ready to Build a Stronger RFP Process?

At Seven Oaks Consulting, we’ve spent nearly two decades helping technology and education companies win the contracts they deserve. Our RFP Writing Services take the pressure off your team. We bring proven strategy, expert writing, and rigorous process to every proposal we touch.

We’ve also just launched our RFP Learning Center, a dedicated resource for teams who want to sharpen their in-house capabilities. Whether you’re looking for templates, frameworks, or step-by-step guidance, the Learning Center is designed to help you respond smarter and win more.

Explore our RFP services and the Learning Center. Or get in touch directly. We love to talk through where your process stands and how we can help.

Win more RFPs with clear, persuasive proposals.

Whether you need help writing an RFP response or managing the entire proposal process, Seven Oaks Consulting brings decades of experience in business writing and project management. We help you present your value clearly, confidently, and professionally. We offer full support on a fractional, outsourced basis for your proposal needs or personalized, one-to-one and group RFP training and coaching.

Contact Seven Oaks Consulting for expert RFP writing and proposal support.

About the Author

Jeanne Grunert is an award-winning marketer and writer. She’s the founder of Seven Oaks Consulting, and a fractional CMO, senior content strategist, and RFP consultant with over 20 years of experience. She holds an M.S. in Direct and Interactive Marketing from New York University and helps fast-growing education, technology, and business services companies grow through her work as a marketing leader.

If you’re wondering how to improve your RFP win rate, it’s likely that you’re on your fourth cup of coffee, staring at a 200-page RFP and wondering if it’s too late to switch careers.

Sounds familiar?

You’ve probably responded to countless RFPs. Win some, lose some. But you’d like to reassure your team that you have a good chance of winning this one.

Right now, however, you’ve got 200 pages of mind-numbing legalese to read. Someone has already started their response shell, and they’ve mispelled the issuer’s name. Two people are complaining they don’t have time to work on their response sections, and your boss wants to know what potential profit margin you can expect if – when – you win it. 

Sound familiar? We’ve all been there.

Well, that frantic, reactive scramble is never how you win. If you really want to improve your RFP win rate, you need to take a breath and think strategically. Not just about the proposal you’re writing right now, but about the whole pursuit from start to finish.

Grab a coffee or make a fresh pot (you’ll need it). Let’s walk through this together. I’ve been managing and writing RFPs for over 20 years. Here’s my experience to help you improve your win rate. 

(P.S. This also applies to RFQs and RFIs).

Prepare Before You Begin the Response Document

One of the most common reasons organizations lose RFPs is that they respond to everything, regardless of whether they’re a good fit for the work. They see dollar signs, get excited, hit submit, and then wonder why they keep losing. The reason they keep losing is that they weren’t a great fit for the work in the first place. 

Before you start your response document, the RFP team at your company should sit down and review the RFP together. Consider the following questions and compare them to the issuer’s document.

• Can you do this work well? Not just  “can we do this,” but “can we do it well? Are we the best at this?”
• Is this our ideal client? Industry, size, geography, contract type, and budget range. Ask yourself if the issuer would be a good fit with your organization. Do they match your ideal client profile? (Hint: If you don’t have an ideal client profile or persona, you need to take another step back. We can help you with this.)
• What is the proof that you can do the work? Case studies, measurable outcomes, client testimonials, and references are important proof points in an RFP response. If you don’t have these documented yet, building that library is job one. 
• What makes you different? And no, “we’re customer-focused and results-driven” does not count. Every company says that. Every single one. What actually sets you apart in a way that a buyer can verify and that a competitor can’t easily copy?

Developing what’s called a rubric, or guidelines, for choosing your RFP is work you should do before responding to any RFP. You need to know what to consider and what to pass on. This step can improve your RFP win rate because you’ll stop chasing every opportunity and, instead, pursue the ones that you have a better chance of winning. 

Know When to Pass on Opportunities

Every time you bid on an RFP you shouldn’t be bidding on, you’re wasting money.  Your team is spending hours on something that doesn’t pay off. That time could be going toward opportunities where you actually have a shot.

A solid go/no-go framework or RFP  rubric is one of the best investments you can make. Ask yourself:

• Do we meet at least 90% of the mandatory requirements?
• Do we have relevant, recent past performance?
• Do we know this buyer, or have any relationship with them?
• Can we realistically compete on price and value?
• Do we have the bandwidth to write a genuinely competitive proposal?

If the answer is no to any of these, reconsider the bid. It’s better to bid on opportunities that are better aligned with your company’s core strengths than to go after ones that are a long shot. 

Where to Find RFP Opportunities

Now that you know what you’re good at and what you’re looking for, you can be much more intentional about where you look for opportunities.

Government procurement portals are the obvious starting point if you’re in that space. Also check out industry-specific bid boards, private-sector procurement networks, and (this one is a pro tip) direct outreach to organizations you’d genuinely love to work with. Partner referrals are also great opportunities. Partnering with another company on a bid can be tricky, but it’s well worth your time if they can introduce you to companies with which you’d like to work. (Partnership is another article for another day.

When you open an RFP announcement and get the feeling it was written for your company, you know you’ve got a hot opportunity. 

Read the Full RFP (Including all the Amendments and Forms)

Never skim RFPs. Find a quiet spot, sit down, and read it. Every. Single. Document.

Boring, I know. But hear me out: it’s important.

The complete RFP package is a roadmap. Every section, even the boring administrative stuff, provides valuable information. The evaluation criteria tell you what the buyer actually cares about (hint: weigh these sections heavily). The questions help reveal differentiators and information to highlight in your response.

Formatting Requirements

The formatting requirements are essential because if you don’t follow these, your bid can get tossed out before it’s even looked at. I know it sounds picky to write your response in 12-point Times New Roman, but I have seen bids tossed out on a technicality – and it’s painful.

One team I knew many years ago experienced this. They spent a week, almost around the clock, writing a heavy technical RFP and forgot to check the formatting. They knew they had a page limit, so they reduced the font size and narrowed the margins to fit more words on the page just before submitting it. It was heartbreaking to see so much hard work tossed out because someone forgot to check the requirements!

Mirror the RFP Language

When you write your proposal, mirror the language of the RFP. Use their terminology, not yours. Structure your response the way they asked you to. Address every requirement explicitly—don’t make them guess whether you can do something. The evaluator reading your proposal probably has a checklist. Make it easy for them to check every box.

A winning proposal feels like it was written for this buyer, not repurposed from last month’s submission. Buyers can tell the difference, even if they can’t quite articulate why one proposal feels more relevant than another. It’s because it actually is.

Do Your Homework on the Incumbent

Here’s a question people don’t ask enough: who has the contract right now?

Some RFPs are actually written for the incumbent. The issuer wants to continue the contract, but they are required to issue an RFP. If an RFP sounds like it was written for your competitor, chances are good it was. That’s why reading it from start to finish is vital. And so is researching the incumbent.

How do you find out who has the existing contract? For private RFPs, conversations with the issuer can help. If you have a good relationship with the client, you can ask.

Federal and state procurement portals typically publish the name of the current contract holder. Some government portals publish previous RFP responses, and you can download them to see how your competitors responded. 

Build Relationships and Reputation Before the RFP Drops

Relationships. Brand reputation.

Both are hidden factors in improving RFP win rates.

Relationships with the issuer should start well before the RFP drops. This means things like getting to know them in person (at events and trade shows, for example); following them on LinkedIn; and genuinely showing an interest in their needs.

Your own brand reputation is also important. Procurement officers may search online for more information about your company if they aren’t familiar with it. What they find – your website, press release, social media profiles, Google reviews, directory listings – paints a bigger picture.

Online brand reputation management is also a vital component of winning RFPs.

Get Your Internal Process Together

Having a logical internal process for responding to RFP is essential to improving your win rate. If every response is a fire drill, you’re going to make mistakes. Someone’s going to drop the ball. Someone’s going to refuse to stay up until 4 a.m. writing the proposal. (Yes, I’ve been there, done that, and I won’t do it again. I learn from my mistakes.

What does a good RFP process look like? 

1. Choose the RFP response team well before the RFP drops.
2. Once the RFP has been issued, evaluate it according to your internal rubric. Is it a bid or no bid?
3. If a bid, schedule a kickoff meeting. Circulate the full RFP bid package. Note the due date and how to submit the response: via the online portal, email, or in person.
4. Ask the team to pre-read the RFP. The kickoff meeting should discuss:
   1. Strategy
   2. Win themes – how can you differentiate yourself to win this RFP?
   3. Products or services to highlight
   4. Case studies to share
   5. Other requirements, such as forms, insurance certificates, etc. 
5. Make sure the RFP writer has the required information by the due date.
6. Start discussing pricing now, too. Don’t wait until the last minute.
7. Assign proofreaders and people to check the final bid against the scope.
   1. Some companies call this a red/blue team review.
   2. Decide how you want to handle it, but you do need checks for scope (did you address all the needs?) and formatting (does the format match the requirements), as well as for random typos.
8. Prepare the response.
   1. Submit well before the deadline. Don’t leave the submission until the 9th hour. Procurement portals can crash, as can your own internet. Give yourself time to upload the documents.
9. Confirm submission and follow the RFP until the winners are announced.
10. Hold a debrief session after submission.
    1. What worked well?
    2. What can be improved?

If this sounds like a lot of work, guess what? It is. That’s why it’s important to be choosy about which RFPs you respond to. And it’s also why having a company like Seven Oaks Consulting by your side can help. We take the heavy work of writing the RFP draft off your team so you can focus on pricing, win themes, checking the draft, and submitting the final draft.

Price to Win, Not Just to Compete

“Price to win” doesn’t mean “be the cheapest.” It means understanding what the buyer is willing to pay, knowing roughly what the incumbent charges, and positioning your price so it makes sense in context. Sometimes that means coming in lower. Sometimes it means coming in higher but demonstrating why your value justifies the premium.

Do the research. Understand the market. Know your costs. And when the format allows, consider offering options or tiers that give the buyer flexibility. Sometimes that flexibility is exactly what tips the decision in your favor.

Measure Everything and Use the Data

Here’s a habit that separates organizations with improving win rates from those who stay stuck: they track their outcomes and actually learn from them.

You should track and measure:

1. Win rate by opportunity type. 
2. Win rate by client industry. 
3. Common reasons for loss. 
4. Pricing feedback when you can get it. 
5. Compliance gaps that keep showing up.
6. Proposal quality issues that reviewers flagged.
7. Feedback from the procurement team, if any, is provided.

This data is genuinely valuable, but only if you use it. Build it into a regular review process. Let it inform your go/no-go criteria, messaging, pricing strategy, and team training. The teams that measure their performance improve it. The ones that don’t tend to repeat the same mistakes bid after bid.

The Bigger Picture

Here’s what I want to leave you with: improving your RFP win rate isn’t just about writing better proposals. It’s about pursuing the right opportunities, understanding the competitive landscape before you bid, aligning your strategy to what the buyer actually cares about, and building the kind of relationships and internal discipline that compound over time.

None of this is magic. None of it is complicated, really. But it does require intention and a willingness to let go of the frantic energy of any individual bid and think strategically about your pursuit process as a whole.

So yes, go write a great proposal. But first, know your strengths, choose bids that are a good fit, build relationships, build your online brand, understand the incumbent, price intelligently, and measure what’s working.

Do all of that consistently, and the win rate takes care of itself.

Now go make a fresh pot of coffee. You’ve got work to do.

RFP Writing Services from Experienced Proposal Writers

Seven Oaks Consulting helps companies find, manage, and write proposals to respond to RFP opportunities. If you lack a dedicated RFP writer or proposal manager, we can easily fill that gap with experienced RFP writing and proposal management services. We’ve crafted response templates for companies, written winning bids, and found new opportunities. 

Win more RFPs with clear, persuasive proposals.

Whether you need help writing an RFP response or managing the entire proposal process, Seven Oaks Consulting brings decades of experience in business writing and project management. We help you present your value clearly, confidently, and professionally. We offer full support on a fractional, outsourced basis for your proposal needs or personalized, one-to-one and group RFP training and coaching.

Contact Seven Oaks Consulting for expert RFP writing and proposal support.

About the Author

Jeanne Grunert is an award-winning marketer and writer. She’s the founder of Seven Oaks Consulting, and a fractional CMO, senior content strategist, and RFP consultant with over 20 years of experience. She holds an M.S. in Direct and Interactive Marketing from New York University and helps fast-growing education, technology, and business services companies grow through her work as a marketing leader.