Sharpening Proposals and RFPs

Challenge: For better or worse, companies issue RFPs, and request written proposals to solicit competitive solutions, narrow the field, and to learn about best practice. It can be a time-intensive process to respond, often on a tight timeline.  Clients complain that too often the RFPs, and responses are boilerplate, long on page count, but lacking original thought or problem-solving. When responses are clear, compelling, and speak directly to the client’s unmet needs, they rise to the top.  When done well, winning proposals establish clear front-runner status that leads to an accelerated close. 

Example: FM worked with team members responsible for writing and producing business development proposals and RFP responses.  Previously, the track record was mixed … some good, and some clear misses depending on team member participation, and availability of senior team leaders to author content. 

FM trained team members to storyboard their response based on insight into customer needs, before authoring and assembling the full response. The goal of the storyboard is to “demonstrate value directly to decision makers’ unmet needs”.  It forces developing client insight, and a pitch thesis early in the process which can be reviewed by senior team members, making efficient use of their time. The ratified storyboard allows the team to author, and produce a cohesive response, with themes that speak directly to what matters most to the client.

Application: FM proposal and RFP training includes tools to develop empathy, discovering the unwritten brief that motivates client decisions.  The storyboard discipline helps team members begin by telling their story with headlines, subheads and key visuals.  With the storyboard in place, team members can efficiently author, and produce a winning response. 

Results:

  • RFP/proposal success rate doubled

  • Smaller team able to produce response superior to larger competitors

  • Created repeatable approach, developing sustainable advantage

“All advocacy is, at its core, is an exercise in empathy."
― Samantha Power – Irish-born American academic, author, and diplomat