RFPs—Should You Respond to Them?
Request For Proposals (RFPs) are used by many companies, organizations, and governments to get competitive bids for projects or ongoing work.
It’s a way for them to find qualified vendors using a transparent and fair process.
Three Reasons to Respond to RFPs
Here is why you should consider responding to RFPs:
Winning an RFP can gain you a new client
RFPs are usually issued for large projects
Companies issuing RFPs are generally organized, professional clients
One Reason Not to Respond to RFPs
Answering an RFP is a lot of work and will chew up many non-billable hours, especially the first few times you do it. If you attempt to answer too many of them without getting wins, it becomes demoralizing.
However, like anything else, it gets easier and faster with practice.
How Does the RFP Process Typically Work?
Broadly, there are two types of RFPs: open and closed. Anyone can answer an open RFP. Closed RFPs are by invitation only—they’re sent out to specific pre-qualified companies or individuals.
Generally, the RFP process goes like this:
A company posts an RFP on their website, an RFP service, or sends it out
You may have to register if you want to download the document(s), usually PDFs
You may be asked to confirm if you’re responding. They want to know how many responses to expect.
There may be a call or email opportunity to ask questions. Either way, you’ll get the questions and answers submitted by everyone participating. It’s worthwhile to join, even if you have no questions. You want to learn what others ask.
At this stage, you can decide whether to continue.
If yes, review the document, put together your response, and submit it according to instructions.
Make sure you’re on time with your response. They’re usually strict about deadlines.
Then you wait to hear back.
If you won, you open party drinks and set up the first meeting.
If you didn’t win, you ask whether you can get feedback on your response to improve in the future. Often this is available, and you should take the opportunity.
Biggest Tip to Improve Your Odds of Winning RFPs
Only answer RFPs where you think you have a great chance of winning. If you read an RFP and think, “they wrote this for us, we could ace this”, then consider it.
Or perhaps you know someone at the organization. Would they talk to you before you decide whether to answer? Can you get some inside information to help you?
However, if there are sections in the RFP where you know you’re not qualified, don’t answer it.
If the RFP already sounds like the client would be a pain to work with, let it go.
If they’re asking for technology or experience that you don’t have, it’s not for you. Don’t try to twist yourself into a new shape to answer an RFP.
You have to get very good at saying NO to most RFPs and responding with a resounding YES to a few. Be careful with your time.
How do You Evaluate an RFP?
Here are some of the questions you should be asking yourself as you read through the RFP:
First, does it sound like it’s written for you?
Will you be able to show a portfolio or case studies that align with the requirements of the RFP?
Or does the RFP sound like it’s written for someone else? Does it ask for specific experience or proprietary technology that you don’t have?
Is there anything there that would cause you problems?
When do they need a response? Can you manage the deadline?
Does it give you a scoring scenario for how they’ll judge responses? (You want one.)
Do They Provide Scoring for Their RFP?
If the RFP doesn’t include a scoring scenario, it’s one of the questions you should ask in the question session. You want to know how you will be judged and what’s important to them.
A typical scoring scenario for a project that includes tech (e.g., building a website) might be:
Overall Approach – 10%
Relevant Experience – 25%
Functionality – 30%
Innovation – 10%
Price – 25%
If the RFP was for content writing, it might look more like this, with much higher weighting on relevant experience:
Overall Approach – 10%
Relevant Experience – 50%
Innovation – 10%
Price – 30%
Look for reasonable percentages for each category.
In our experience, we would not answer any RFP that was 50%+ for price. I’ve seen some that were 100% price. No thank you, that’s a race to the bottom, and we weren’t interested.
But, if you think you can win on price, and the RFP sounds like it was written for you, it’s your call.
Research the Client and Read Between the Lines
If there’s an RFP you want to answer, do client research first.
If you’ve never worked with them, who are they working with now? Can you find a competitor’s site that lists them as a client?
Is their current supplier the likely winner of this RFP?
Many clients have to go through an RFP process every three or five years, even if they want to continue working with their existing supplier.
Try to discern whether this is the case. If so, you may not stand a chance.
On the other hand, if you’re lucky, an RFP will be written for you by one of your clients.
Warning: If you’re answering an RFP from your client for the work you’ve been doing (because they’re obliged to do this), do not take it for granted. Put in 100% effort in your response.
Make sure you’re the overwhelming choice so that it’s easy for your client to justify to continue working with you.
Answer RFP Questions Thoroughly
A typical RFP question asks you to describe how you work.
This is your opportunity to include details of your work processes, how you launch projects, how you manage projects, how you take in client requests, etc.
You can give examples to illustrate how you’ve worked with similar clients. If the RFP format allows, include relevant graphics to support your statements.
Also, watch out for RFPs that include many requirements and allow you to respond to all or some of them. For example, some RFPs that involve building new websites will ask for design and copywriting and allow you to respond to one or both requirements. Make sure you’re clear about what you’re responding to in your reply.
They may ask you about the assigned staff. This is where you want to make the effort to create customized staff bios to show each person's relevant experience. We also included portraits of our senior staff to personalize our response.
When it comes to detailing your solution, break it down, so it’s easy to digest and understand. Ensure there’s no jargon or terms that might be unfamiliar to the recipient.
How to Answer RFP Budget and Terms & Conditions Questions
Most RFPs (not all), ask for a budget for the project. This is another area where you want to provide rich detail. What are you proposing to do, for how much?
Does the RFP ask for a specific budget breakdown, or is that up to you? Follow their directions or risk losing points.
If they don’t specify, provide the estimate as you usually do for clients.
Be very clear in your terms and conditions, especially regarding changes. How many rounds of changes do you include in each deliverable?
Look for their proposed payment schedule. If there is one, explicitly agree to it to show that you’ve read it.
If the RFP doesn’t include a payment schedule, include yours in it.
Getting Client References for an RFP
Many RFPs ask for client references. Take the time to provide rich responses. In addition to the references’ names, organizations, and contact information, include:
Projects that you worked on together
Any results that you can share
Awards or other recognition for projects
Very Important: If you include a reference, contact them to ask permission and tell them who it’s for. When they get a call from ABC Corp, they’ll know what it’s about. Also, you might tell the reference what you’d like them to say that would be helpful in this RFP.
We had about a half dozen clients we used as references. We contacted them every time before we put their name forward so that they wouldn’t be surprised.
Spec Work in an RFP?
In Canada, unpaid spec work is rarely asked for these days. Years ago, the communications industry, along with corporate groups, declared it unethical.
I was surprised to learn that unpaid spec work is still standard in other countries.
My simple answer is that I wouldn’t do it. It takes up too many resources and devalues your work. But, this is a personal decision. If you’re winning RFPs due to your spec work, I applaud you.
Scoping Fees In Tech RFP Responses
We worked in partnership with a mid-size tech company (300 staff) that answered dozens of RFPs a month. They called us in when there was a creative component to the RFP.
For any robust tech solution, our partner's response to the RFP always started with a $25,000 scoping phase.
For complex projects, it’s unlikely the RFP gives you all the information you need. Starting with a paid scoping phase makes sense.
Evaluate any RFP you’re answering to determine whether you should start with a scoping fee.
Partner Up to Answer RFPs
We answered creative communications RFPs on our own. But working with our tech company partner brought us many opportunities that we would otherwise miss.
We won RFPs together because other competitive tech companies didn’t have a good answer for providing content or marketing communications.
Our responses were robust, both on the tech and communications deliverables.
Consider finding a partner who already answers RFPs. Working together, you’ll offer unique solutions to prospective clients.
How Do You Find RFPs?
To find open RFPs, spend some time searching and then make notes.
Typically, you’ll find RFPs:
On company, non-profit, and government websites
On RFP sites where you can subscribe (usually for a fee) to receive RFPs
On social media (LinkedIn, most likely)
Learn more about the pros and cons of answering RFPs in my book, How to Start a Successful Creative Agency. It’s the essential business guide for graphic designers, copywriters, filmmakers, photographers, and programmers.
Buy the Book Here
Over 300 pages and 23 chapters, available at Amazon (Paper & Kindle), Kobo (ebook), Apple Books (ebook), and Gumroad (PDF).
The book is packed with useful information to help creatives start and grow their business.
A Plethora of Great, Precise Information
“I just subscribed to @StroteBook’s newsletter and oh, wow. What a plethora of great, precise information on running a successful and creative agency. I implore you to check it out and subscribe, you won’t be disappointed!
He sent chapter 14 of his book after I subscribed and I’m buying the full paperback. This is good stuff! The chapter confirms a lot of what I already practice, but didn’t know how to explain, and also adds a LOT more to the table!”
Jessica Holub, Spoonie Media, Chicago
Want a free taste first?
Sure! Sign up below to get a free PDF of Chapter 14, Working With Clients.
This chapter covers essential areas such as Clients vs. Projects, Corporate Clients vs. Small Business Clients, How to Create an Opportunity Document, Benefits of Finding a Niche… and much more.
Questions? On Twitter, I’m @StroteBook. DMs are always open. Ask away.