Webinar: Building a Winning Bid: How to Respond to Requests for Proposals

©2013 Tom Sant. All rights reserved.
Building a Winning Bid:
How to Respond to Requests for Proposals
Tom Sant
Hyde Park Partners

Moderator
Sara Conde
Consultant Services Advisor,
MBO Partners

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Your Presenter
• Author of Persuasive Business Proposals, the
world’s largest selling book on proposal writing
(3rd edition, 2012)
• “America’s foremost expert on proposal writing.”
(American Management Association)
• “One of world’s top ten sales trainers.”
(Selling Power Magazine)
• Over 25 years’ experience with Fortune 500
companies
• Over $30 billion in winning proposals
page
3

Agenda
• Why are there RFPs?
• Before you start
• Getting the parts right:
– Writing a targeted proposal cover letter
– Optimizing the executive summary
– Creating a client-centered solution statement
– Responding to RFP/RFQ questions
• Final thoughts:
– Formatting
– Dealing with electronic forms and spreadsheets

Why Are There RFPs?

Why Do Prospects Issue RFPs?
Government and public sector
• Began with early civil service reforms—driving out corruption and
waste
• Rapid growth with rise of Federal programs during the
Depression
• Continued expansion through WWII and Cold War
Goals:
• Fairness, transparency, objectivity
• Compliance with regulatory requirements
• Policy consistency
• Social agenda—EEOP, MWBE, Hub zones, etc.

What About the Private Sector?
• Drivers
• Influence of Federal and state government
• Increasing complexity of acquisitions
• Professionalism of the purchasing function
• Goals:
• Breadth of solutions
• Competitiveness on pricing
• Ability to compare offers
• Free consulting?
• Stalking horse on price?

Before You Start

Deal or No Deal?
• Qualify the opportunity
• Determine the level of effort
• Analyze the RFP
• Answer seven questions

Pre-Proposal Checklist
Time for a reality check…
• Qualified?
• Decision making process understood?
• Key buying influences identified?
• RFP tailored to our favor?
• Competitors known?
• Coaches guiding us?

Real deal?
Can
we
compete?
Can
we
win?
Do they have a compelling need?
Do they have budget?
Do we have a relationship?
Do we match their key requirements?
- Technically?
- Management plan?
- Resource capabilities?
Do we have meaningful differentiators?
Are we at the right level, speaking to the right people?
Can we offer a compelling value proposition?
Is there a strong bias in our favor?
Can we influence the decision criteria?
A three-phase process….
Effective Qualification

Analyzing an RFP
Four steps:
1. Review the RFP
2. Identify the requirements
3. Analyze the business case by answering Seven
Questions
4. Kick off the project

Review the RFP Document
• Burst the RFP contents, separating it into:
– Administrative
– Legal
– Format guidelines
– Content requirements
• Reorganize the RFP if necessary
But answer the questions in the same order they
appear in the RFP.
p. 46

Highlight every item labeled a requirement (or which is
expressed using the words “shall” or “must”)
Create a checklist of requirements
A. Follow the order of topics used in the RFP
B. List each requirement separately
C. Use the RFP language; don’t paraphrase
D. Distribute the checklist to proposal team members
Identify the Requirements
p. 48
Requirement Assigned to: Handled?
Specify the customizable components of the system
interface.
HR
Yes
Technical
summary, p.72
Describe any concurrent or multi-threaded
processing limitations.
DS Pending

Seven Questions: Analyzing the Business Case
1. Client’s problem, issues?
2. Why is it a problem?
3. Desired outcomes?

STRATEGIC
Business / Financial
Budgetary compliance
Profit improvement
Downsizing
Mergers / acquisitions
Market share
Reduced risk
Better project outcomes
Four Areas of Goals

STRATEGIC
Profit improvement
Downsizing
Market share
Reduced risk
Four Areas of Goals
TACTICAL
Technical / infrastructure
Introducing best practices
Adding flexibility
Improving QC
Achieving compliance
with regulatory standards

STRATEGIC
Profit improvement
Downsizing
Market share
Reduced risk
Four Areas of Goals
TACTICAL
Adding flexibility
Improving QC
SOCIAL / POLITICAL
Internal
-Improve morale
-Reduce absenteeism
-Decrease turnover
External
-Gain public support
-Win approval
-Enhance recognition

STRATEGIC
Profit improvement
Downsizing
Market share
Reduced risk
Four Areas of Goals
PERSONAL
goals
TACTICAL
Adding flexibility
Improving QC
SOCIAL / POLITICAL
Internal
-Improve morale
-Reduce absenteeism
-Decrease turnover
External
-Gain public support
-Win approval
-Enhance recognition

1. Client’s problem, issues?
2. Why is it a problem?
3. Desired outcomes?
4. Most important?
5. Potential solutions?
6. Probable results?
7. Why are we the right
choice?
Seven Questions: Analyzing the Business Case

Getting the Parts Right
Cover Letter
Executive Summary
Solution Recommendation
RFP Q&A Section

1. The Business Case
– Cover letter
– Title page
– Table of Contents
– Executive Summary
• Customer needs
• Customer desired outcomes
• High-level presentation of
solution
• Key evidence of competence
and value added elements
– ROI, payback analysis
The 3-Part Structure of Proposals
2. Solutions and
Substantiation
– Solution in detail
• Description of products/services
• Value-added components
– Scope of work
• Project plan/master schedule
• Project team, resumes, org chart
• Subcontractors
– Validation
• References
• Case studies
• Uniqueness factors
– RFP response
• Compliance matrix
• Question and Answer section
3. Attachments, Appendices
Sample contracts
Financials

– Cover letter
– Title page
• Customer needs
solution
Which Part Matters the Most?
2. Solutions and
Substantiation
– Scope of work
• Subcontractors
– Validation
• References
• Case studies
– RFP response
Sample contracts
Financials

– Cover letter
– Title page
• Customer needs
solution
The Business Case
2. Solutions and
Substantiation
– Scope of work
• Subcontractors
– Validation
• References
• Case studies
– RFP response
Sample contracts
Financials

The Order in Which to Write

Effective Cover Letters
Make them persuasive and brief
Highlight a couple of the key points from the
proposal
The customer’s business driver
The primary goal
The solution in extremely high level
Two of your key competitive advantages
Avoid: “ABC Company would like to thank you
for allowing us to submit...”

Be Enthusiastic and Specific
Create a strong, enthusiastic impression
•We really want your business
•We’re committed to doing it right
Provide linkage to any meetings or the RFP
Briefly thank people who were helpful
Ask for the business
• Avoid closing with “If you have any
questions, please feel free to call.”

Three Questions
1. What is the most important part of a sales proposal?
2. How long do you have to make a good first impression?
3. What matters more to your success: style or structure?

The Executive Summary:
The Most Important Part of Any Proposal
Decision Makers Have
Three Questions:
1. Are we getting what we need?
2. Is it worth doing?
3. Can the vendor really do it?
p. 33

The Executive Summary: Keep It Brief and Relevant
• Write simply and clearly
– Keep it short—2 pages is plenty for most proposals
– Simple words, short sentences, minimum jargon
– Readability index ≤ 10 (Wall Street Journal)
– No fluff

No “fluff”
Best of breed
World class
Leading edge
State of the art
Quality focused
Uniquely qualified
Innovative
High performance
Synergy
User friendly
Integrated
Partnership
Seamless
Robust
Here are a few examples….
Anything look familiar?
Vague generalities. Undefined or unsubstantiated claims.
Grandiose promises without substantiation.

The Executive Summary: Keep It Brief and Relevant
• Write simply and clearly
– Keep it short—2 pages is plenty for most proposals
– Simple words, short sentences, minimum jargon
– Readability index ≤ 10 (Wall Street Journal)
– No fluff
• Focus on the customer’s business situation
– RFP requirements are NOT the customer’s needs
– Ask: Why did they issue this RFP? What’s not working?
– NOT your company history, technology, capabilities—all of that
comes later
• Use the right structure!
– Persuasion, not information

•Needs: The customer’s key business needs, problems,
issues, pains, or opportunities: the drivers behind the deal.
•Outcomes: The positive impact that will come from
meeting those needs: the motivation to move forward.
•Solution: A recommendation for a product or service that
will solve the problem and deliver the outcomes
•Evidence: Proof you can do the job on time and on
budget: your differentiators.
Use the Structure of Persuasion
N
O
S
E
The NOSE Pattern

The Basic Executive Summary Outline
1. INTRODUCTION: 2 or 3 sentences to establish context and relevance
2. The client’s NEEDS or problems
3. Positive OUTCOMES or results the client seeks
4. Recommend a SOLUTION
5. Provide EVIDENCE—but limit it to just a couple of key differentiators
with quick evidence
6. Strong CLOSING: ask for the business by returning to the Outcomes

• First words?
• Play the name game.
• Products or solutions?
• Whose jargon is it anyway?
• Price or value?
“Don’t waste my time
with a bunch of
boilerplate!”
Check Your Executive Summary for Client Focus

Recommending the Solution
Offer the right solution.
Analyze the full range of potential solutions.
Minimize the risk of saying Yes.
Common mistakes:
1. Informing rather than persuading
2. Selling more than the customer wants
3. Not linking the solution to the problem
4. Not selling the whole solution
5. Not making it easy to say “Yes”
page
46

High-Level Solution Recommendation
Recommend the solution in a single sentence—
focus on function aspects and business fit.
Explain the recommendation in another sentence—
focus on execution.
Differentiate your recommendation—
focus on value.
page
47

Present the Solution in the Context of Needs

Answering RFP Questions
We all know…
Writing effective RFP responses is important.
Mistakes can be very costly.

What are RFP Answers?
• Often factual, short responses to a set of questions
• Sometimes more lengthy descriptions of processes / products
/ capabilities
• Sometimes case studies, references, past performance
• Vital for proceeding to the next stage in an evaluation

The kinds of writing skills you need:
 Facts, information
 Evaluations, and comparisons
 Process descriptions
 Product descriptions
 Team resumes or CVs
 Case studies
 References

 Don’t change the order of the RFP questions
Tips to Score Maximum Points

Number One Complaint
from Proposal Evaluators:
“The vendor did not follow the instructions
in the RFP.”

 Repeat each question followed by your answer in a different
format

Make the Contrast Obvious
2.2 How many of the bank’s clients are using the systems referred to
above?
GlobalBankNet is currently being used by over 400 customers worldwide.
GlobalBank’s current electronic banking platform, Octagon, has in excess of
50,000 users worldwide. These will be migrated to GlobalBankNet in due
course.
2.3 Given the Company’s requirements, what are the possible system or
platform shortfalls and what solutions do you suggest to overcome
those problems?
We do not anticipate any system or platform shortfalls at this stage.
GlobalBankNet was launched at the end of 2007 and is subject to continual
development in response to customer demand and to ensure conformity to
banking regulations.

format
 Include a compliance matrix at the start of the response section

Make the Evaluator’s Job Easier

format
 Include a compliance matrix at the outset of the response section
 Don’t make the evaluator search for answers

Don’t Make Them Hunt for the Answer
Please describe available collection systems in
each country.
These have been covered in our country-specific
response elsewhere in this proposal.

Formatting

Make It Easy to Read:
Highlight the Key Points
Remember:
Your Reader Is Probably Skimming.

Document Architecture Creates Impact
•Titles and headings
•Subheadings
•Highlighting
– Bullet points
– Boldface
– White space
•Graphics
•Short paragraphs

Electronic Submissions

Dealing with Electronic Submissions
• Review your Go/ No Go analysis.
– Is the decision being made purely on price?
– Is the buying process reductive?
• If you still want to go forward:
– Simplify the solution to make it as cheap as possible
– Seek help from an internal coach or champion
– Attach a NOSE-structured email

Final Tips for Winning RFP Responses
1. Focus on the client’s business problems and payoffs
2. Use persuasive structure
3. Differentiate your offer and yourself
4. Offer a compelling value proposition
5. Highlight the key points are buried
6. Make it easy to read—minimal jargon, concise, not too
technical
7. Eliminate the credibility killers--misspellings, grammar errors,
wrong client name, inconsistent formats, etc.

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