Steps to Write a Winning Proposal

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Let’s take a step back and cover the basics. A request for proposal (RFP) response is a vendor’s answers to a set of questions posed by a prospective buyer. In a complex, competitive purchasing process, customers demand a compelling argument from vendors before they’re willing to sign off on what’s often a multi-year contract. 

Some organizations fall into the trap of believing that, as long as their sales team did its job, then a proposal is more or less a formalityrather than a critical sales tool.You can start winning more RFPS by consulting an RFP expert.

If your prospect gets the feeling they’re not valuable enough to warrant your careful consideration, they’ll happily go with the competitor that submitted a polished, customer-centric proposal instead.

Here are some steps from our experts to write a proposal that puts you on a firm footing to seal the deal:

1. Qualify the deal

The fastest way to improve your RFP response win rate is to stop bidding on opportunities you can’t win or are unlikely to win. It seems obvious, but organizations waste thousands of hours every year writing proposals for opportunities that never had a chance because they don’t have the confidence to walk away from mismatched opportunities.

2. Focus on the prospect’s priorities

The fastest way to lose a prospect’s interest is to talk about yourself, and your RFP response’s executive summary sets the stage for your entire proposal. Instead of wasting time talking about your company, its products, and its history, use the precious real estate in your executive summary to zero in on the problems the prospect cares about solving and how your company will help solve them.

3. Structure your proposal persuasively

The way you write RFP responses must be intentional. Proposals should proactively answer the critical questions prospects will have as they work through the stages of selecting a new vendor. 

4. Differentiate your offer and your company

To avoid battling solely on price, make it clear how you add unique value that a prospect cannot find elsewhere. Usually, you shouldn’t be talking about features here, but rather benefits and outcomes. 

5. Outline a compelling value proposition

Your value proposition is the promise you make to your prospects that they will achieve more of the results they’re looking for if they partner with you.Shockingly, that simple promise is missing from the vast majority of proposals.

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