How to Deliver a Strategic Proposal and Win the Contract

In business development, getting a Request for Proposal can be both a blessing and a burden. The blessing is, of course, a new opportunity for business. The burden: it has a hard deadline with a lot of requirements that will demand a lot of time and resources. How your business takes on the proposal process will make all the difference in winning or losing the opportunity.

What are the ingredients that go into delivering a strategic proposal? Take a client-focused, customized approach to the proposal process. Once you and your team have carefully read through the RFP and understand the opportunity, the strategy for winning this new business must take a clear focus on the following:

Determine your strengths

Why should your company be considered to deliver what the RFP is asking for? What demonstrated capabilities and experience will make the solution viable? These strengths, or even one solid strength, if clearly stated will make all the difference in making your proposal stand out from the competition.

Substantiate your differences clearly and effectively

Use clear, concise, and compelling language to demonstrate your company’s assets to deliver the best solution for this RFP. Case studies, testimonials, graphics and tables can help the reader better understand the effectiveness of your solution. This strategy can be used throughout the proposal to make each response stronger, persuasive and more engaging.

Create a customized executive summary of your proposal

Your executive summary will be the catalyst for your winning proposal. Clearly state that your company understands the challenge at hand. Tell them what your solution entails and how you will work together with them to deliver the results they are seeking.

The most important tactic to create a winning proposal is to make it meaningful, as if you are the client. Help your clients answer “so what” or “why should I care” throughout the proposal. Your proposal needs to clearly lay out why your company is the best choice for them.

Leave out superlatives, marketing language or anything that is not easily understood. They are not impressive – they are confusing and annoying! Put yourself in the client’s shoes and deliver a proposal that you would want to receive.

Below is a testimonial showcasing how The RFP House helped a client submit a proposal that was strategic and customized to the opportunity:

“The RFP House collaborated effectively with our internal stakeholders to get the job done on time. Olivia’s writing and project management skills combined with her strategic approach and comprehensive understanding of RFP requirements ensured that our proposals were well prepared, compliant and delivered on time.” – Scott Carroll, Odyssey Relocation.

And keep reminding your team of the importance of their knowledge during the entire process. (A nice box of donuts helps too!)