SIX ESSENTIAL STEPS TO RESPOND TO AN RFP.

Even the most senior bid veterans sometimes forget how to answer RFP questions. And that is because answering a requirement is actually kinda complex.

When you write an answer to a question, always ask yourself these questions:

1. Do I understand what they are really asking?
2. Does my response clearly answer the question within the first sentence?
3. If it is a multi-part question, did I answer each question in an obvious way?
4. Does the response make them feel completely positive we can deliver what we say we will?
5. Did I make it obvious on how it will benefit them?
6. Is the response visually appealing?

I want to get into a little more detail on what these mean, because I can’t help myself.

Do I understand what they are really asking?

Instead of reading a question just once and blithely answering the question, read the question a couple of times and ask yourself why they wanted to ask you this question. Sometimes you simply need to read the answer more than once to really understand what the RFP is asking for. But some of the time, the question is coming from a genuine concern they have or an issue they’ve experienced with a supplier in the past.

Does my response clearly answer the question within the first sentence?

It’s sad how many times I have spoken to procurement managers who’ve complained about suppliers not giving them straightforward answers to their questions. They’ve had to score the RFP poorly or exclude them from moving to the next round, because they either can’t find the answer or worry the supplier is trying to hide something. This is easily avoidable!

Most buyers expect to find a clear ‘yes,’ ‘no,’ or ‘partial’ type of response within the first sentence, not in the middle of the second paragraph. They will ultimately judge your company and your response by whatever you say in that first sentence; this means you absolutely need to make sure they can quickly and easily understand the answer to the question within the first sentence.

When you're reviewing your responses, always read the first sentence from the customers’ eyes. Do they have a clear answer in that first sentence? If not, add in a clear answer.

And because we always want to tie the response back to them, add in how your way of doing things will benefit them as soon as you’ve clearly responded to the question.

If it is a multi-part question, did I answer each question in an obvious way?

A lot of RFPs have multi-part questions, with bullet points or sub-sections. When that is the case, you gotta treat them almost as if they are separate questions. Separate your responses with their bullet points or sub-sections, and make sure to use their order of bullet points or sub-sections. Bold them, italicise them, or mark them in some way to make it obvious you are answering each sub-question directly.

Never just give an overview, or treat the bullet-point like a mini-question. It makes you look lazy and will leave the buyer confused. That's bad news bears.

Does the response make them feel completely positive we can deliver what we say we will?

Answering positively to a requirement is essential, but that is only the start. After you have made it clear you can deliver to the requirement, you have to prove it. Give a very quick workflow of how you can support their requirement - with bonus points for screenshots or pictures for extra proof. Then include an example/short story of when you’ve delivered to that requirement in the past for another customer. The people reading your response will trust you even more if you also provide quotes from a customer who was happy with that particular topic.

In other words, leave them in no doubt that you can successfully deliver to their requirement.

Did I make it obvious on how it will benefit them?

So you’ve added in a clear answer and you’ve demonstrated credibility, but, sorry, you aren’t done yet. The moment you’ve proven your feature is providing a specific benefit (i.e. makes them more money, saves them time, makes their lives better), you'll instantly be more valuable to them. It’s just like when you’re buying a car. A bad sales person will tell you about the rear-view camera. The good sales person will remind you of the review camera that will save you from backing into another car, and make parallel parking a dream (or as much as parking can ever be a dream.) Instead of just ticking a box, you’ve sold them a persuasive way of being.

Unless the customer can see how your service or product will directly benefit them, then all of your work is somewhat worthless.

Is the response visually appealing

Sometime the best way to answer a question is with a graph, an image, or a screenshot. Even the best of us get tired of reading paragraph after paragraph, and we want to see an image that helps prove your point.

Sometimes data just looks better on a graph or chart than as a table. Sometimes icons help break up text that helps your reader’s brain take a break, while also representing your point. Images (that aren’t obviously awkward stock photos) of people using your product is always going to make your argument for you.

Take my advice cuz I kinda know what I’m talking about

The whole point of submitting an RFP is to win business. Although there is so much that goes into winning an RFP, answering questions that will win you the maximum number of points, is always the perfect place to start.

Your Turn

So tell me, what other things do you do to ensure you’ve answered the question perfectly?