Start Winning the RFP Game: 6 Actions to Get Noticed and Invited

Completing a comprehensive and competitive RFP response requires significant time and resources. The process often involves gathering relevant information, coordinating with different teams, conducting research, testing, and creating a compelling proposal. It can be demanding, especially for small businesses with limited staff and resources.

RFPs typically attract multiple companies vying for the same opportunity. You'll be competing against other businesses with similar expertise and capabilities. The level of competition can be fierce, making it harder to stand out and secure the contract. This is particularly true for highly sought-after contracts or industries with many players.

Getting in the RFP Spotlight

In 1999, I was working in Seattle for an ERP consulting company. The CEO was knowledgeable about the systems, constantly visited clients, and knew the company's customers and requirements. Installing a complete ERP system was a long-term engagement, so the ability to work together, solve problems, and communicate expectations was critical.?

In general, he disliked the RFP process because it disengaged the prospect-vendor communication flow, and the ERP systems required a lot of client meetings to ensure the system specifications matched their requirements. I, on the other hand, looked at an RFP as an easy way to make a sale. Provide all the information, and we will win a $5 million project.

I completed my first long and extensive RFP for a decent-sized company. It was in a specific vertical, but I still needed to use considerable company resources, my selling time, and my loss of focus to complete a literary masterpiece. Of course, I didn't win the RFP and suffered disappointment and embarrassment.?

Lesson Learned:?Don't justify losing an RFP by saying that you now have all the documents collected in one spot, and the company will be able to respond to future RFPs more quickly.

The Path to RFP Invitations: 6 Actions to Take Today

Let's not focus on responding to an RFP but instead take actions that build rapport, industry respect, and a network that generates invitations to respond to client opportunities.?I have used this process successfully at several companies.?

1) Develop a strong market presence:?

Build a reputable brand and establish your business as an industry leader. Accomplish this goal using targeted marketing campaigns, thought-leadership content, and active participation in industry events and conferences. Tie all your marketing into a global plan. Each item leverages other actions. NOTE: This plan requires effort, focus, and intensity. Hiring a consultant or outside marketing expert to implement the plan might be valuable. It is a daily effort.

2) Network and establish relationships:?

Attend industry-specific networking events, conferences, and trade shows to connect with potential clients. Cultivate relationships with key decision-makers and influencers in your target market. Leverage your network to get referrals and introductions from prospective clients.

Connecting with clients on social media is a great way to build relationships and get your name out there. When potential clients know your expertise and capabilities, they're more likely to consider you when they need to issue an RFP.

3) Provide valuable content:

Publish high-quality content such as blog posts, whitepapers, case studies, and reports that showcase your expertise and offer insights to your target audience. Detailed content establishes credibility and positions your business as a trusted authority, encouraging clients to seek your expertise through RFPs.

Creating and sharing valuable content relevant to your target audience is a great way to establish yourself as an expert in your field. When potential clients see that you have valuable insights, they're more likely to contact you when they need help with a project.

4) Engage in targeted marketing:?

You can identify your ideal client profile and use targeted marketing techniques to reach them. We all have access to digital advertising, search engine optimization (SEO), email marketing, and social media campaigns. Tailor your messaging to address their pain points and demonstrate how your business can provide solutions.

5) Offer consultations or assessments:?

Provide a complimentary consultation or assessment to potential clients to identify their needs and pain points. Take action to build trust and rapport, increasing the likelihood of receiving RFPs from interested parties.

Contribute to industry forums, online communities, and discussion boards. Offer valuable insights, answer questions, and engage with potential clients. Consistently build your reputation and visibility within the industry, potentially leading to RFP opportunities.

6) Leverage existing clients:

Encourage your satisfied clients to be your strongest advocates. You could request testimonials or case studies from your existing clients. Highlight the value they have received from your products or services. Use these success stories to demonstrate your capabilities and attract new clients.

From Invisible to Irresistible: 3 Steps for RFP Invitation Success

• Provide prospects with access to your company's RFP template.
• Show samples of your completed RFPs accessible to prospects.
• Notify your prospects that you will respond to their RFPs.

Cracking the RFP Code – A Plan to Attract Invitations?

If you learn about an RFP through a third-party source or notification service, your chances of winning may decrease. Your company wasn't even considered when the RFP was distributed to potential responders. The situation would be more favorable if your sales team had established a relationship with the prospect beforehand.

While responding is tempting because you have a product that generally falls in the category of solutions outlined in the RFP, it should also be in your company's strategic focus. If you provide an ERP system consulting firm that works primarily with e-commerce companies and the RFP is for an ERP solution for a shipbuilder, it will be challenging to demonstrate their knowledge of the industry and unique business situations that the business will encounter.?

Remember, generating RFPs requires consistent effort, building relationships, and demonstrating value to potential clients. By implementing these strategies, you can increase your chances of receiving RFPs from interested clients.

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About the Author

John Buttery has experience building dealer networks, creating new sales channels, establishing OEM contracts, and managing strategic alliances in the technology and industrial industries. He is trained in sales management, project leadership, team building, and department collaboration to exceed goals. John is a bilingual leader with international experience.?

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