Top Three Things To Remember When Answering An RFP

Request for Proposal. Anytime you're dealing with a government agency or big company, you're likely to compete for the business through an RFP process. In an RFP, the client describes what is needed, and details expectations like what specifically needs to be delivered, a prescribed budget and a timeframe.

It's human nature to zero in on the substantive points that are requested like your credentials, rationalizing why you're the best to take on the business, and trotting out those beautiful case studies and kudos from past clients. But while you're doing that, don't forget the top three things that anybody doing an RFP response should consider.

The basics really do count. But they're easy to mess up.

KEEP THE FOCUS ON WHAT THE RFP IS ASKING FOR. Follow the format laid out so that it's easy for the reader to see that you're addressing all the points in the RFP. Submit case studies that focus specifically on what the RFP needs. Don't describe a great grand opening when the RFP is focused on a seasonal campaign. Provide examples that illustrate the client's need. ONLY.

PROOF, PROOF, PROOF. It doesn't matter how beautiful the RFP looks or how smart your clients say you are if the document is peppered with typos or words are missing. Even a few typos serve as speed bumps for a reader, and send the subliminal message that the responder lacks attention to detail. And clients like to think that you touch all the bases and handle the details. After all, one of the reasons they farm out work is so they don't have to obsess about things like that.

TURN THE RFP RESPONSE IN A DAY BEFORE IT'S DUE. Don't work on your response until the eleventh hour. Rushing to finish is the number one reason that errors occur. Plan your own response timetable as well as you plan the content, format and design. And submit it a day early. Who knows what could happen on deadline day to make you miss the deadline all together.