1. Proposal = Free Consulting?
One thing I've learned over the years is to always be friendly and respectful to everyone, but never
ever let myself slide into "free consulting". Okay, there were a few times but generally, I do try to
avoid it. Why? Because I deserve to be paid for my time and expertise. Just like you do.
However, when constructing compelling and differentiating proposals for our clients, I'll sometimes
hear what many are thinking: "Isn't this becoming 'free consulting' for the client?".
Sometimes detailing a proposal response can feel a bit like giving away the farm for free, but really,
when replying to an RFP, you can't help but comply with the RFP else risk being disqualified.
So what to do? Just give up and reveal all your competitive secrets? Or may be let RFP-paranoia
sneak into your head such that, "Well, they won't award this contract to anyone new -- they're just
using the RFP to put pressure on their current vendor." Maybe. But it's sort of like dating: "If I ask
her out, she may tell me to get lost!" Yes, but if you never ask her, you will certainly never know for
sure! And what if she says YES? So, detailing responses for RFPs is what it takes to have a shot at
the business. And you can't really change that.
However, here are Vital Defenses you can use to address the "free consulting" or "waste of time"
notions that we can sometimes feel while developing proposals for an RFP:
Vital Defense #1: Tell What, Not How. Writing proposal responses is part art as one needs to
know how far one can go. That means you have to know what are the true competitive distinctions
to your product, service or solution and NOT reveal its inner workings. You can (and should)
describe your approach, detail how it matches/exceeds the RFP Clients goals and explain how your
current customers have benefited, but NO MORE. The trick is to continually remember that your job
is to tell "what" not "how" and do so in a compelling, persuasive way.
Vital Defense #2: Use Visuals for Big Picture. A great way to avoid going into details which could
otherwise convey your competitive advantage is to use visuals -- charts, graphs, tables, and photos.
By doing so, you can nearly avoid using text to detail how something works and instead use the
visual to convey what your approach would be but not how you do it.
Vital Defense #3: Let Customers Testify. By leveraging customer testimonial videos, audio and
case studies, you can convey what you did, how it impacted the customer and how the customer
benefited while correlating the entire testimony to the RFP Client's stated desires, goals and priorities
–– but without revealing how in detail.
Vital Defense #4: "If Selected As A Finalist..." The oldest trick in the book (after, 'Upon executing a
Non-Disclosure Agreement (NDA) we will be glad to discuss this with you"...) is to invoke the "If
selected ...." phrase; but beware: doing so too much can convey a sense of difficulty, or that you
don't trust the RFP Client or that you really don't have a good answer for the question. When used
carefully and with the right conditions, this phrase can be a valid answer which keeps the onus off

2. you while ensuring your trade secrets, methods and competitive tactics are concealed.
Vital Defense #5: "We Look Forward to Discussing A Go-Forward Strategy With You" This is a nice
way of saying "We'll work it out together." There is nothing wrong with using such a tactic selectively,
but certainly one should not slap this in every other response for the same reasons given in #4
above. Instead, use this when it is genuinely in the RFP Client's best interest (and yours) to develop
a detailed and collaborative detailed approach. And tell the RFP Client exactly that. Spell it out if you
have to. Used correctly this approach can actually score you points with the RFP Client rather than
try to appear as the corporate SuperMan and to have all the answers when the RFP Client probably
knows otherwise.
Vital Defense #5.5: Have Some Guts. Sometimes you just have to say NO to the RFP Client. Don't
get me wrong, most RFPs are legitimate and only want a sincere response from potential vendors.
However, some RFPs are after you to reveal as much as you are willing. So, some savvy is needed
here and the idea of taking each on a case by case basis is a wise approach. Reasons to say no?
If it involves committing to terms you know you can't or if it requires revealing confidential competitive
information without an NDA in place. It's sort of the RFP equivalent of asking a job candidate how
much they want for salary on the job application. A wise job seeker will skip that question all together
but an inexperienced one will fill it in and likely low ball themselves in the process. The old saying
"Who ever mentions price first loses" is true. If you need to, just say NO and say why, with love and
respect.
Although it may seem you are doing some free consulting at times, by following the above Vital
Defenses, you can provide complete answers while not revealing all things and yet convey a clear
sense that you desire to collaborate and partner with the RFP Client in flushing out the details. By
not providing a seemingly infinite level of detail, you actually leave something to talk about when
invited to present in person and tour the RFP Client's facilities. And that means more opportunity for
you.
Want more ideas about how to make your proposals and other sales and marketing efforts more effective?
Contact us at contact@proposalsandrfps.com. Proposal Inc is a Dallas based professional services
company providing bid management services, document development and business consulting services
solutions. We serve clients nationally and welcome the opportunity to speak with you. Free initial
consultation.
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