An RFP response is essentially a detailed list of answers to a previously sent request for proposal (RFP). Buyers use these responses to evaluate potential vendors and to strengthen their resolve on purchases, often involving multi-year service contracts.
In this guide, we’ll show you how to write the perfect RFP response that will help you secure more clients. Additionally, we’ll highlight the top eight agencies that can assist you in the RFP response process.
Table of Contents
- What Is an RFP Response?
- How To Write an Effective RFP Response in 5 Steps
- Understanding the RFP Response Process
- 10 Key Elements of an RFP Response
- 9 RFP Response Best Practices
- How To Formulate Different RFP Responses for Different Proposals
- RFP Response Example
- Top Consulting Firms To Work With
- RFP Response Takeaways
- RFP Response FAQs
What Is an RFP Response?
An RFP response is a service vendor’s detailed answer to the questions posed by a prospective buyer — a company looking to procure specific services or solutions — in the RFP document.
A compelling answer with a set of arguments is necessary to persuade the procuring company that the vendor has the means and knowledge to fill in the gap and provide the required services. After evaluating all submitted RFP proposals, the procurement team can then decide on the most suitable service provider.
According to Loopio’s 2024 RFP Trends & Benchmarks report, RFPs influenced over $300 million in company revenue in 2023. Additionally, the average win rate for RFPs across all industries is 43%.
An RFP response is a standard part of replying to:
- App development RFP
- Digital marketing RFP
- Website design RFP
- IT services RFP
- eCommerce development RFP
- Social media RFP
- Branding RFP
- Website development RFP
- RFP software development
- SEO RFP
How To Write an Effective RFP Response in 5 Steps
Follow these steps to draft a winning RFP proposal response:
- Step #1: Read the RFP thoroughly
- Step #2: Analyze the opportunity
- Step #3: Brainstorm solutions
- Step #4: Structure the RFP response
- Step #5: Finalize the RFP response
Step #1: Read the RFP Thoroughly
The first step when writing an RFP response is to read the RFP thoroughly and make sure you understand all the requirements. Note any instructions, deadlines, and evaluation criteria listed in the RFP.
This ensures that your response addresses all the client's needs and is compliant with their guidelines. Moreover, it also helps you determine if your company has the necessary expertise, resources, and capabilities to deliver the solution requested in the RFP.
Step #2: Analyze the Opportunity
After you've read through the RFP document and identified the project requirements, analyze the opportunity to develop an effective response strategy. You can look for strategy consulting services to help you speed up the process or do it yourself — start by researching background information about the client and project. This can include anything from understanding their industry, current goals and objectives, customer base, or specific needs that need to be addressed.
Review any related documents such as case studies or reports that may provide further insight into how your organization could best meet their needs.
After gathering this data, create a comprehensive report that outlines all your findings and use this as a basis for developing your response strategy.
Step #3: Brainstorm Solutions
The next step is to brainstorm alternate approaches to provide more options during the negotiation stages if necessary. This process allows you to think outside of the box and get creative in devising potential solutions to address each requirement outlined in the RFP document.
Your goal is to think through as many ideas as possible to develop a comprehensive plan that meets all the criteria specified in the RFP. Consider both practical and innovative approaches when brainstorming solutions and make sure they align with your organization’s strengths and what would best satisfy the client’s requirements.
Step #4: Structure the RFP Response
This step involves organizing your content under key headings that reflect the requirements listed in the RFP document. Here are some aspects to keep in mind:
- The order of your sections and headings should correspond with how they appear in the original document so that each section is easily identifiable, and readers can quickly access any data.
- Make sure to include all essential information requests such as budgeting, timeline, or project milestones within each heading for easy reference during the review stages.
- Ensure your proposal is visually appealing by using graphics or tables where appropriate. This will help draw attention to important points while also making it easier for reviewers to understand complex topics quickly without having to read through large chunks of text.
- Be mindful of grammar and spelling errors, which can give off an unprofessional impression and ultimately reflect badly on your organization’s capabilities.
- All components should be consistent, including fonts, colors, and layout, to maintain a professional appearance.
Step #5: Finalize the RFP Response
Review your response for any errors or inconsistencies that may need to be addressed before submission. To properly finalize your RFP response, here are some steps you can take:
- Begin by re-reading each section and double-checking for typos, grammatical mistakes, or any other issues that could lead to a negative impression.
- Try including callbacks throughout the entire document which reference relevant parts of the RFP document. This will help demonstrate that you understand their needs and can provide an ideal solution following what was outlined in the original request.
- Once all necessary revisions have been made, consider having someone else who wasn’t involved in developing your proposal review it one final time. It’s always a good idea to hear an unbiased opinion on how well it meets all criteria listed within the RFP document. This will also give them an opportunity to point out any areas where you can make further improvements.
Understanding the RFP Response Process
Now that we've gone through the essentials, let’s address the finer points of writing an RFP response. An RFP is the most common strategic response companies use, according to the latest Strategic Response Management Maturity Report. Therefore, creating a strong RFP response is crucial.
To create the best response, you need to first understand the entire RFP process:
- The company sends the RFP: Before you even get involved, a company creates a request for proposal outlining the project, budget, objectives, and the information they would like to see in response. This RFP is then sent to various vendors and contractors.
- Agencies draft and submit proposals: Agencies interested in the project will create a personalized proposal tailored to the client's project and requested information. The proposal should be submitted by the due date.
- Companies review the proposals: During this process, the company narrows down the candidates, shortlists the best proposals, and begins engaging with possible agencies to see if they're a strong fit for the project at hand.
- Shortlisted responders inquire further: If you've made it to this stage, you can ask additional questions to refine your proposed strategy. However, be mindful of the questions you ask, as this is still part of the selection process. Just like any job interview, companies will judge you based on the quality of your questions.
- Prepare to meet your clients: Outline a set of specific and general questions that the company might use to get a better understanding of who you are and what you’re capable of. This step will also help you better understand the scope of the project and what the clients are looking for.
- Proposal is finalized and clients take their pick: After discussing the project and proposal, the shortlisted candidate may be asked to submit a final version of their proposal. The company will then choose the bidder they think is the best fit for the project.
How Long Does the RFP Proposal Selection Take?
The selection process can take anywhere from days or weeks to months. Unfortunately, there isn’t a set amount of time for companies to choose a final proposal, so waiting for the results can be a tedious task.
It’s safe to say that a smaller, agile business with a problem that needs a fast solution will be quicker to select an RFP winner.
However, large corporations and enterprises are much harder to pin down because there are usually a lot of people who have to come to a mutual decision. Then, each decision needs to be checked off by several professionals at a variety of levels.
Most requests for proposals will include general due dates for submissions and that may also include dates by which the client will reach out to continue the conversation if they so choose. This information can help give you a general timeline.
How Can You Start Receiving Requests for Proposals?
There are several ways to land RFPs:
- Be on the shortlist: Be shortlisted so that companies sending RFPs can find you. However, this is often contingent on already-existing brand identity and great reputation, which many new agencies may not have just yet.
- Join B2B marketplaces: You can also find B2B Marketplaces like DesignRush and join their lists. For instance, companies listed at the top of our category rankings receive over 30 requests for proposals each month from various businesses with budgets ranging from $25k to over $250k.
- Network and build relationships: Finally, you can start receiving RFPs by networking and meeting new potential clients. The more businesses know your name, skill set, and your availability for new work, the more likely they will be to send an RFP your way.
10 Key Elements of an RFP Response
To be effective, an RFP response should include:
- Cover page
- Table of contents
- Executive summary
- Agency overview
- Client overview
- Project ideas
- Case studies
- Timelines & milestones
- Project price
- Appendix
1. Cover Page
Your request-for-proposal response should begin with a well-designed cover page. Companies will be inundated with these responses, and you want yours to stand out.
Include their logo, as well as your own, to initiate the idea that this response is specifically crafted for them. Utilize a pleasing design, layout, and color scheme to appeal to the company and separate yourself from the competition.
Finally, ensure the information is relevant and that you refer to the company correctly. Take note of unique capitalization or spacing in creative company names.
2. Table of Contents
A clear table of contents makes it easier for companies to review specific parts of your proposal, like experience, tactics, and price.
They won’t have to scroll through all the document pages to find what they're looking for. By eliminating this pain point, you'll make their overall experience with your agency a pleasant one, creating a great emotional association with you and making your proposal stand out in their minds.
3. Executive Summary
This is the place for you to sum up the client’s requirements. Short, precise answers will show that you fully understand what they need and can offer it to them without wasting too much time.
Remember, the executive summary is a quick reminder about the project parameters, not the RFP regurgitated. Demonstrate that you understand exactly what the company wants in a proposal and a project.
Feel free to touch on the client's brand identity or include their logo again for an additional layer of detail.
4. Agency Overview
Take three or four slides to talk about your agency. This will allow the potential client to get a better idea of your team, expertise, and company culture without dominating the proposal. Within your agency overview, you can also discuss why you will be a strong fit. Make sure you don’t miss out on the following points:
- Talk about who you are
- Mention what makes you different
- Provide insights and examples of your work, including awards, portfolio links, and more
- Outline the team structure
- Highlight your agency's area of expertise that aligns with their specific needs
5. Client Overview
You should include a client overview section to prove you understand their business model and can identify their pains and weaknesses that could use improvement. However, a potential client is already very familiar with their company, so don't just reiterate their “About Us” page.
The slide(s) should contain:
- The client’s business model analysis
- The client’s target audience
- Their key differences in the market and their unique selling proposition
6. Project Ideas
The most important part of the proposal is the specific strategy you have in mind to solve the client's problem. Prospective clients are looking for actionable creative campaign ideas rooted in research. Don't just put together some basic research or simple definitions and call it a strategy, as they can find that information themselves.
Businesses searching for an agency partner want the how. How will you increase traffic, encourage consumers to convert, or create a smoother eCommerce platform? Design mock creatives, provide real ideas, and prove that you can do more than utilize analytics and research databases.
In fact, clients will base most of their hiring decisions on the ideas you can come up with. Your strategies will set you up for success, but your ingenuity has the power to wow clients and set you a league above your competitors.
7. Case Studies
Case studies show how you solve problems and surpass challenges and are an effective way to showcase your skills and expertise. Data doesn’t lie, and with carefully prepared case studies, you can show how you’ve helped transform other businesses and strategies in the past.
If you’re a B2C business, then you should create a brand that will play on customers’ experiences and emotions. But, B2B business models revolve around results, and there’s no better way to display them than a case study. In both cases, make sure you provide all the details, including the creatives you used, and the tactics employed.
8. Timelines & Milestones
The better you segment your activities and explain your journey towards reaching the client goal, the more successful your RFP proposal response will be. Make sure to formulate these with precision, because you don’t want to overpromise and underdeliver.
Add a clear timeline: what will the deliverables consist of, and when will you submit them? Clients who send out RFPs understand that some tasks take time, but they'll also award the project to an agency that has the tools, resources, and manpower available to finish it on time.
Be realistic about your capabilities. The more you leave to the imagination, the more questions a company may have and the harder it will be to land the project and hit your deadlines and markers if you do.
9. Project Price
Determining your projected fees can be one of the most difficult parts of your proposal. Agencies must determine a price that justifies taking on the project without overcharging the client.
However, you also need to price yourself competitively. Pay special attention to developing costs and calculate them fairly. Don’t sell yourself short, but don’t overshoot either. You must be critical and deliberate to provide a figure that hits their sweet spot.
10. Appendix
The appendix is the perfect place to offer further explanations of various terms and processes. Tie up loose ends, provide further context and clarity, define any terms you used throughout the proposal, and close your proposal on a powerful and impactful note.
9 RFP Response Best Practices
Keep these practices in mind when writing an RFP response:
- Add some pricing wiggle room
- Don’t give clients all the details
- Answer questions & provide insights
- Identify possible problems
- Create a template
- Don’t make small errors
- Don’t insult the client
- Don’t generalize
- Keep the conversation going
1. Add Some Pricing Wiggle Room
Instead of quoting your best and lowest price, leave some room for negotiation. It’s often more effective to let clients feel they can negotiate a bit, rather than coming across as completely uncompromising.
2. Don’t Give Clients All the Details
When pitching to clients, your success is based solely on your strategic plan and pricing. While you want to impress them, it’s important not to give them all the details so that they can execute your plan by themselves.
Show results backed by case studies and craft example campaigns and creatives, but feel free to keep a few key details to yourself.
3. Answer Questions & Provide Insights
The best way to surpass the competition is to provide answers to the client for the questions they didn’t even know they had. This builds your authority and shows that you’re truly grasping all aspects of their organization, business objectives, and the bigger picture.
4. Identify Possible Problems
Be sure to carefully consider any delivery challenges, unrealistic expectations, and items that may require additional outsourcing. Cross-reference the client’s information in their RFP. If you find inconsistencies or unclear assignments, make note of them and include them in the list of questions you’ll submit during the RFP Q&A.
5. Create a Template
You need to create a well-written and researched template that will let you automate the RFP response process. You don’t need to write new responses all over again for the parts that don’t change, but you need to make sure there is room for growth and flexibility.
6. Don’t Make Small Errors
Take your time to craft just the right proposal response. Don’t rush the process. Each RFP response should be personalized and custom-tailored to win the client over.
Pay close attention to details. Use the correct names, keep capitalization consistent, ensure there are no spelling or grammar mistakes, and format the document correctly. Essentially, just take the time to make sure everything looks polished and professional to avoid giving off a sloppy work ethic.
7. Don’t Insult the Client
Clients sending RFPs are professionals, so try not to insult their intelligence. There’s no need to explain basic terms and concepts — they likely already understand them, and doing so can come across as unprofessional. If you want to add explanations or definitions, add that information to the appendix rather than in the actual slides.
8. Don’t Generalize
Make sure your answers are poignant, concise, and essential. Aim for copy that is short, simple, and impactful. Don’t risk boring potential clients before you’ve had a chance to intrigue them.
While every agency will claim to be the best for the job, your job is to prove it. Your knowledge, expertise, and a clear action plan are what will set you apart from your competitors.
9. Keep the Conversation Going
Assign a point person to handle sending the proposal and facilitating any further communication, calls, and meetings. This will help minimize confusion and ensure your proposal doesn’t get lost in transit.
How To Formulate Different RFP Responses for Different Proposals
Depending on the type of project, you can formulate your RFP response accordingly. For instance:
- Marketing RFP response
- Web design RFP response
- Content creation RFP response
- SEO & website optimization RFP response
1. Marketing RFP Response
When offering your digital marketing services to a client, focus on presenting hard data from your previous campaigns. What specific actions did you take for your clients, and how did you achieve those results?
Present in-depth case studies, especially those supported by social media campaign results, Google Analytics, and other tools. Use this data to your advantage to demonstrate your success.
2. Web Design RFP Response
Focus on your portfolio. When responding to an RFP for a web design job, it’s best to let your output do the talking — especially if you have examples of solutions you’ve created for clients with similar objectives or in the same industry as the RFP sender.
When you send a web design RFP response, make sure you clearly show that you understand the client’s needs first and foremost. Web design RFP responses can be particularly hard to land because clients often aren’t sure what they want.
3. Content Creation RFP Response
It’s easy to draft an RFP response for content strategizing and writing jobs. While visual examples aren’t exactly necessary, people are visual and will respond well to good aesthetics.
Ultimately, your writing style and ability to adapt it to your client’s needs will be the determining factor in securing a project like this. Good content must convey a client’s sentiment and brand message. A well-written and customized RFP will go a long way in showcasing your skills.
4. SEO & Website Optimization RFP Response
SEO and website optimization are data-driven fields and top SEO agencies know the importance of showcasing concrete results. Highlight that data and information and outline what you can do for the client and how you plan to execute your strategies.
Many clients don’t really understand how SEO optimization works from a technical standpoint. It’s important to present your tactics and ideas in a way that’s easy for them to understand while providing valuable insights that demonstrate your expertise.
RFP Response Example
To assist you in visualizing the RFP response you should craft, here’s a versatile RFP response template you can use. Tailor this RPF response example according to your specific needs and requirements:
Dear [RFP author],
Our company would perfectly match your goals. We strive to [elaborate on your company goals and mission and how it can connect to achieving their objectives]. We can help you achieve:
[List everything your company can help with]
Here at [name of your company], we want your company to thrive and know how difficult that is in today’s [industry] landscape. But together, we can overcome every challenge and help [name of their company] reach new heights!
Top Consulting Firms To Work With
Some of the top business consulting agencies that are likely to respond positively to RFP include:
- Daniel James Consulting
- Digitalis Medical
- Anderson Collaborative
- ZalaTech
- NewAgeSysIT
- DDS Web Solutions
- Big Red Jelly
- Enkonix
1. Daniel James Consulting
- Location: 2125 Albany Post Road, Montrose, New York 10548, United States
- Average Hourly Rate: $125/hr
- Expertise: Branding, Logo Design, SEO, PPC...
Daniel James Consulting provides extensive business consulting services and interconnected deliverables tailor-made to individual needs, goals, companies, and industries, coupled with its extensive knowledge of digital technologies and successful implantation of brand development and marketing elements.
The award-winning agency with client retention of over seven years has serviced over 200 companies. It tailors customized packages for any business or presents an a la carte solutions menu developed to decrease turnaround time while increasing deliverables with measurable goals.
2. Digitalis Medical
- Location: 10869 N Scottsdale Rd, Suite 103-573, Scottsdale, Arizona 85254, United States
- Average Hourly Rate: Inquire
- Expertise: Healthcare Website Design, SEO, Healthcare SEO...
Digitalis brings consistent website traffic to healthcare facilities to increase revenue and save money on advertising. Through the Digitalis Growth System, clients experience more online visibility, more new patients, and greater trust from patients.
The company has been recognized as the Best SEO Web Design Agency in Arizona 2019 - Media Innovator Awards by CV Magazine.
3. Anderson Collaborative
- Location: 4000 Ponce de Leon Blvd Suite 470, Miami, Florida 33146, United States
- Average Hourly Rate: $150/hr
- Expertise: Influencer Marketing, Digital Marketing, Graphic Design, Website Development...
Anderson Collaborative has led high-level marketing strategy for hundreds of businesses both small and large. The employees, specialists, contractors, and partners work together to ensure they deliver their company promise and trusted results to clients spanning across countless industries.
Anderson Collaborative takes pride in its "dream-big" team solving the marketing problems of today with the strategies of tomorrow. Its uniquely comprehensive approach to digital strategy helps clients across the United States find success in their marketing and promotional efforts.
4. ZalaTech
- Location: Tropical Mall, Airport Street, Addis Ababa, 2310, Ethiopia
- Average Hourly Rate: $1,100/hr
- Expertise: Web Design, Software Development
ZalaTech’s website, ERP, and SaaS services are all in tune with the latest updates and developments in the industry, meeting the expectations of its prestigious Ethiopian and foreign customers.
The company offers a wide range of IT solutions like ERP, software, and website services that help organizations improve their operational efficiency within budget. ZalaTech’s products are tried and tested, and now with budget-friendly ERP and software options.
5. NewAgeSysIT
- Location: 4390 US-1, Suite 110, Princeton, New Jersey 08540, United States
- Average Hourly Rate: $25/hr
- Expertise: Website Development, Software Development, Mobile App Development, Web Design
NewAgeSysIT is based in New Jersey and specializes in mobile app development and consulting, helping clients maximize the reach and effectiveness of their business.
NewAgeSysIT is a full-stack iOS, Android, and web development company with more than 28 years of expertise in mobile app development. Its team is composed of highly energetic mobile strategists, UI/UX designers, and app developers with a client base spread across the US.
6. DDS Web Solutions
- Location: Sierra College Blvd, Roseville, Sacramento, California 95661, United States
- Average Hourly Rate: $50/hr
- Expertise: Branding, Reputation Management, Website Development, Digital Strategy...
DDS Web Solutions is a full-service marketing agency specializing in the dental industry. In addition to a website that converts more visitors into patients, DDS Web Solutions manages clients' social media, runs targeted online advertisements, creates beautiful print marketing pieces, and much more.
DDS Web Solutions tailors its dental marketing services to each practice and evaluates performance based on patient experiences and marketing innovation.
7. Big Red Jelly
- Location: 2545 N Canyon Rd Suite 210, Provo, Utah 84604, United States
- Average Hourly Rate: $150/hr
- Expertise: Small Business Website Design, Responsive Website Design, Shopify, WordPress Website Design...
Big Red Jelly provides digital solutions for businesses looking to expand and upgrade their online image and presence. Digital marketing is what Big Red Jelly does best.
It creates digital foundations that are built on marketing fundamentals, not individual tactics. The agency works with you to understand your business and audience and then customize a solution that best fits your needs. The blend of creativity and measurable results differentiates Big Red Jelly from other agencies.
8. Enkonix
- Location: E-15, 1st Floor, Yadupati Bastion, Opposite Asopa Hospital, Ajmer Road Jaipur
- Average Hourly Rate: $120/hr
- Expertise: Web Development, Fantasy Sports Development, eCommerce Development, Classified Website Development, Mobile App Development, Doctor Appointment App Development, and Taxi App Development
Enkonix is a consulting organization that connects strategy, design, and engineering services into a seamless workflow devised to support clients every step of the way. The team is passionate about technology consulting, creating valuable products, and helping other businesses climb the ladder of technological development.
The agency has designed and built a diverse range of high-quality products from scratch. Its specialists have expertise in a wide variety of spheres including e-learning, healthcare, eCommerce, advertising, augmented reality, finance, the sharing economy, and many more.
RFP Response Takeaways
If you put in the necessary time, research, and effort into drawing an effective RFP response, it can provide major gains for you and your company. To write the most effective proposal, read the request for proposal carefully, then set up a dazzling and intricate response that will stand out from the competitors.
RFP Response FAQs
1. What does a good RFP response look like?
A good RFP response should be well-structured, and comprehensive, and demonstrate how your company can meet the client's requirements.
2. What should you not do when responding to an RFP?
When responding to an RFP, don’t ignore or miss any requirements. Try not to submit a generic response or make unrealistic promises. Don’t be vague and unclear as this may confuse and mislead the client.
