rfp response cover letter template word

The virtual conference for Strategic Response Management  |   On Demand

6 easy tips to write a killer RFP response cover letter

After weeks of work, you’ve finally put the finishing touches on your request for proposal (RFP) response. The proposal is a product of the hours you invested customizing past content, collaborating with subject matter experts, and refining your messaging.

Because of your efforts, the proposal is a masterpiece ⁠— creative, comprehensive and compelling. Consequently, you’re feeling confident. After all, your company  should  win this business — you’ve earned it. Now, there’s only one thing left to do … slap a proposal cover letter on top, submit it and move on to the next RFP.

But wait. Not so fast! When was the last time you read your boilerplate RFP cover letter? Like, actually read it. If you’re like many others, it’s been a while. Unfortunately, that means you might not be putting your best foot forward.

So, before you send off that RFP response, let’s take a closer look at your proposal cover letter and be sure it accurately represents your proposal. With a couple easy tips and a quick review, your cover letter will send just the right message.

In this post, we’ll explore what a proposal cover sheet is and why it matters. Then, I’ll explain what a cover letter includes, how to write a proposal cover letter, and a few sample RFP cover letters. Finally, I’ll share a proposal cover letter template you can download and customize to get a head start.

What is a proposal cover letter?

Why a well-written cover letter matters, parts of a proposal, components of a cover letter.

• What your RFP cover letter should do
• Six tips to writing a better RFP cover letter
• 3 common mistakes to avoid

RFP cover letter template

Proposal cover letter examples.

• Helpful response resources

A proposal cover letter is a single-page letter addressed to a prospective customer containing high-level information from a prospective vendor. The letter precedes an accompanying RFP response or business proposal.

Alternative names for the proposal cover letter include RFP response cover letter, bid proposal cover letter, RFP cover page, cover page for business proposal, and other similar variations. No matter what it’s called, the cover letter is your chance to introduce your business and offer to a potential new customer. As such, you need to make it count.

The proposal cover letter is an oft-overlooked sales tool. Indeed, it’s a zero-cost way to get your message directly to the people who decide whether or not your proposal wins. Furthermore, the RFP cover letter takes very little time to compose and offers you one more way to stand out from your competitors.

If you’re like most businesses, your cover letter can probably be summarized like this: “Dear Mr. or Ms. Company ⁠— Thank you so much for this opportunity. Included in this proposal you will find our answers that meet the requested specifications. Thank you for your consideration.” 

While common, this isn’t a terribly compelling way to introduce yourself to a new customer that could help you grow your business. Your RFP cover letter provides a first impression to the proposal evaluators and decision makers reviewing your proposal.

Think of it this way: If you were going to present your proposal in person, how would you greet the buyer? You’d probably wear your best suit, walk confidently, put on a warm smile and share a confident handshake to make a memorable introduction. It should be the same with your proposal cover letter. Unfortunately, if your letter is anything like the example above, it’s like showing up in sweatpants and offering an unenthusiastic, mumbled greeting.

The RFP cover letter can also be used to:

• Create or deepen the connection between you and your buyer
• Reinforce your brand, values and expertise
• Promote your key differentiators
• Establish primary points of contact

No matter how you use the RFP cover letter and what you put in it, remember that the person receiving it is just that ⁠— a person. The quality of your bid proposal cover letter determines whether they read it carefully, skim it quickly, or ignore it completely. Generally, proposal cover letters are memorable either because they are embarrassingly bad or extraordinarily good. Make your cover letter memorable for the right reasons.

Proposal cover letter basics

The RFP cover letter should be included as a normal part of every proposal, but it’s just one component. Indeed, most proposals also include a number of other elements that will generally appear in a specific order.

• Cover letter
• Exe cutive summary
• Terms and conditions
• Supporting documentation (case studies, references and additional data)

As the first element of your proposal, the cover letter is bound to be seen by a lot of people. So, it’s important to make sure it is the best possible representation of your company. But, how do you decide what to say? One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

• Greeting and introduction
• Summary of RFP needs
• Your broad qualifications and differentiators
• Thank you and closing

Your RFP cover letter should…

• Be the first page of your RFP response followed by your executive summary and proposal
• Introduce your company to the buyer’s key decision-makers and any others reviewing or scoring your bid
• Be conversational, genuine and confident ⁠— but it shouldn’t be an overt sales pitch
• Offer an overview of your understanding of the company’s needs
• Clearly state why your business is uniquely qualified to win the RFP opportunity
• If possible, express your vision for the future partnership and how you can help the business reach its goals
• Follow the customer’s instructions if they ask you to include specific information in the cover letter

What’s the difference between a cover letter and an executive summary?

When building formal RFP responses, this question comes up a lot. What is the difference between a cover letter and an executive summary? The confusion is understandable as the two documents share a lot of similarities. They are both short, introductory documents that precede your proposal. 

The primary distinction is that a proposal cover letter is an introduction to your company while the executive summary is an overview of your offer for a specific project.

In addition, the cover letter should almost always fit on a single page while the executive summary may be two or three pages if necessary. Admittedly, the difference is subtle. While the contents may seem to naturally overlap, try to avoid repetition and ensure that each document provides unique information.

Beyond the basics: Six tips to writing a better RFP cover letter

1. address it to the right people.

Who is going to review your proposal? If you don’t already know, find out. Get in touch with the RFP contact and ask for the names of the key contacts who will weigh in on the decision. This may be a committee of people or a combination of procurement professionals, stakeholders and executives. 

If you start your RFP response letter with the standard “To whom it may concern” salutation, you’re blending in and sending a message. Unfortunately, this approach communicates that you couldn’t be bothered to update your cover letter template, didn’t do your homework, and don’t really care that much about winning the business. It certainly doesn’t reflect the hours of time you’ve likely invested creating the proposal that follows.

By specifically addressing the proposal cover letter to the key contacts, you make a quick connection and instantly improve the chances that they’ll actually read the bid proposal cover letter and your subsequent proposal. This attention to detail reinforces the idea that not only are you a good fit based on your qualifications, but you’re also invested in developing deeper relationships. You’re in it to be a strategic partner, not just another vendor. 

2. Keep it fresh and be human

Put yourself in your recipient’s shoes ⁠— You’ve just received dozens of proposals from vendors who more or less provide the same type of services. You are starting to sift through RFP responses that are admittedly, probably pretty dry. The initial review checking for proposal compliance is time-consuming, highly repetitive and gets old quick. 

So, if a cover letter starts with something like, “Thank you for the opportunity to earn your business,” it’s just adding to the tedium. It’s a classic and well-worn opening line. While it’s good to be humble and grateful, it’s far better to be unique and memorable.

APMP’s Winning the Business said, 

“… never start a cover letter with ‘thank you.’ It’s boring, and almost everyone does it. This seemingly respectful thank you does not help your organization to stand out or inspire your reader to keep reading.” 

The article goes on to recommend starting with something specific and complimentary about the business. This opener accomplishes two things; it quickly shows that this is no ordinary copy-and-paste proposal cover letter while reinforcing that you did your homework and recognize the business’s goals.

In an increasingly automated and efficient world, it’s easy to forget about the people behind the process. Even if you use RFP software to quickly complete the RFP itself, the RFP cover letter offers a rare opportunity to be human and genuine. 

3. Use formatting to catch their eye

Your cover letter only helps you win the business if it actually gets read by the right people. Just like using the perfect proposal format , the right cover letter format invites the reader to engage. So, make sure your cover letter is clean, visually appealing, approachable and not too dense. Remember that you’re trying to make an impression, not dive into every detail of your proposal.

Because your cover letter only uses one page, you have to be smart about how you use the space. There are three main places where you have the best chance to hook the reader: the first sentence, the center of the page and the closing. 

Opening Nothing catches your eye like your own name. So, as suggested above, address the letter directly to the evaluator(s). Then, include the buyer’s company name in a unique and impactful opening sentence. 

Center Make the most of the center of your RFP response letter using bullet points. Draw the eye directly to your biggest differentiators without specifically calling out your competitors. Include what you excel at like customer support, on-time delivery, cutting-edge features, value adds, scalability, customer growth and so on.

Closing Use the final line to move the deal forward. Offer the prospect a clear and direct call to action (see tip six for more information and an example). For example, provide details about how they can move forward with you, request the information you need to speed up contracting, or share what comes next in the process. 

If you can engage a reader in any one of these areas, they are far more likely to take the time to read your entire cover letter. Ideally, it’s intriguing enough that they continue on to check out your executive summary and proposal as well.

4. Tell a tale and express your understanding

Have a success story with a similar client that could boost your credibility? Tell it, but be brief. Share how a partnership has been mutually rewarding, how you’ve delivered a great customer experience or how you’ve been able to proactively solve problems. This reinforces your understanding of their business and goals.

In addition to telling a story, you can use your proposal cover letter to express your understanding of their pain. Every RFP starts with a need, and you received the RFP because the company believes you can meet that need. So, consider building on that foundation.

The relationship between buyers and sellers is evolving. More and more, businesses are looking for a long-term partner, someone who will actively find opportunities to create wins for both parties. RFP issuers want value but they also want a vendor that is invested in their success.

5. Stay true to your brand

Your company was included in the bid process for a reason, so stay true to the persona, culture, values and tone of your brand. Just because the RFP process is formal, doesn’t mean your RFP cover letter has to be. If your company prides itself on being down-to-earth, use that style in all of your communications. 

A cover letter shouldn’t be a lengthy essay, but it should demonstrate that you understand the prospect and their needs. Include “we” statements that hint at common goals. For example, “We believe our XYZ application will play an instrumental role in partnering with you to implement phase two of automating routine customer service processes, freeing your team to focus on reducing churn rates.”

Make sure that the tone of your cover letter accurately represents your brand and builds on the relationship you’ve cultivated. Don’t confuse your prospect by approaching them as if they were a stranger or in an unrecognizable style.

6. Close with a call to action, contact information and an actual signature

While the cover letter should be friendly, relatable and genuine; it’s also still a part of the sale. As with any good sales communication, state what you want them to do next and who they can contact to follow up. 

Wrap up your RFP cover letter with a call to action like:

• Please reach out with any questions you may have
• We’re eager to show you more ⁠— when we can schedule a demo with your team?
• Let me know if I can put you in touch with another customer for a reference
• To accelerate the contracting process, please send your standard terms and conditions

And the final element in a winning RFP cover letter is an actual signature (either handwritten or digital). It may not seem like a big deal, but it’s a nice touch and one last way to show your investment in winning the RFP opportunity.

Who signs the proposal cover letter?

Notice I didn’t title this section, “Who writes the proposal cover letter?” The person who writes it and the person who signs it may not be one and the same.

If your proposal team is fortunate enough to have a dedicated writer, then have them write the letter based on input from the frontline sales rep. Whoever writes the letter must be fully informed of response strategy and have intimate knowledge of the proposal and executive summary. Strategy, voice and style need to be consistent across all documents (cover letter, executive summary and proposal).

Who signs it depends on a variety of factors. In most cases, the frontline sales rep will sign the proposal cover letter. They have the relationship, own the strategy, and likely conducted the discovery that informed the proposal. However, it’s not uncommon for an executive sponsor such as a VP of sales to sign. The thinking being that executive reviewers may appreciate seeing a proposal that’s been vetted by a fellow executive.

There are also those cases when the executive of executives, the CEO, signs the letter. There are two common scenarios for this play. One, the RFP may be large enough to represent a significant percentage of a respondent’s annual revenue. Two, the responding organization is concerned with appearing relatively small, and in an effort to improve its stature, seals the proposal with a CEO’s signature.

There’s definitely some gamesmanship at play here. Even so, the name on the letter will never overshadow the content of the proposal.

3 common mistakes to avoid in your RFP cover letter

• Avoid repeating anything from the executive summary or proposal. Those documents need to live on their own, just like the proposal cover letter.
• Don’t waste space with your resume. Something like this … Responsive’s growing list of 1,800+ clients, including 65+ Fortune 500 organizations, continue to take advantage of our one-of-a-kind unlimited user licensing model, expanding their usage on the platform to scale organizational success. With Responsive as their team’s support system, every day they break down silos by facilitating collaboration and efficiency in their RFX response process  … is boilerplate that can appear elsewhere in the proposal or not at all, given that it’s likely available to the issuer on your corporate website.
• If a broker is involved, thank them too. The proposal cover letter is also an opportunity to directly address the issuer. This can be particularly valuable when a broker is involved. Some issuers rely on RFP brokers to sift through responses to make sure only the best possible solutions get serious consideration. Ignore these brokers at your peril. While the response and executive summary will address the issuer and the problem at hand, the cover letter is where you can give a nod to the broker.

Even for seasoned proposal professionals, it’s a challenge to start a brand new bid proposal cover letter from scratch, so below you’ll find an example. Hopefully, it will give you a head start on your next great RFP response. 

Ready to start crafting your own RFP cover letter in this style? Check out this RFP cover letter template that follows all the best practices covered above. You’ll also find helpful instructions in the template so you can quickly customize it to meet your needs.

Sample proposal letter – FedEx to State of Utah

If you only look at one other RFP cover letter sample, make it this one. This sample cover letter and accompanying proposal from FedEx is one of our favorites. Indeed, this request for proposal cover letter follows all the best practices. It includes:

• A specific addressee
• An engaging opening line
• Excellent formatting and bullet points
• A statement of experience
• Simple, but recognizable branding
• A real signature

Sample proposal cover letter – Insight Public Sector to Education Service Center (ESCO)

This proposal cover letter example introduces Insight Public Sector’s response to ESCO’s RFP for technology software, equipment, services and solutions. The letter fits on a single page, reaffirms the company’s qualifications, and uses colorful bullet points to draw the eye to the company’s primary differentiators.

Proposal transmittal letter example – SunPower/GSRP for Town of Nantucket

The RFP response letter focuses on the experience and financial stability of the two vendors partnering to win the business. In addition, the letter confirms the company’s ability to meet the specific qualifications set forth in the RFP for solar PV development for onsite energy generation.

RFP response cover letter sample – ISITE Design for Health Level Seven

Guide to writing an executive summary

Do you know the difference between the executive summary and your RFP cover letter? Learn more in this blog that explores how to write an executive summary that stands out. 

Your personal guide to writing a winning executive summary

• Bids and tenders: Best practices and process
• Understanding AI RFP software
• How to choose a proposal management solution

Ready to see Responsive in action?

Find out why leading response teams across the world turn to Responsive for their Strategic Response Management and RFP software needs.

Learn more about RFP software

• Privacy Overview
• Strictly Necessary Cookies
• Marketing Cookies

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

To learn more read our Cookie Policy .

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

We use cookies to enhance your browsing experience, serve personalized ads or content, and analyze our traffic. By choosing to leave these enabled, you consent to our use of cookies.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Free Sample RFP Response Cover Letter Template

Sample rfp response cover letter.

[YOUR NAME]

[YOUR COMPANY ADDRESS]

[YOUR COMPANY NUMBER]

[YOUR EMAIL]

[Recipient’s Name]

[Recipient’s Company Name]

[Recipient’s Company Address]

Dear [Recipient’s Position] ,

I am writing to submit our proposal in response to the Request for Proposal (RFP) issued by [Recipient’s Company Name]. As the Sales Manager of [Your Company Name], I am proud to present our comprehensive solution tailored to meet the needs outlined in the RFP.

Our team at [Your Company Name] has carefully reviewed the requirements outlined in the RFP and has developed a solution that aligns perfectly with your objectives. With over [number of years] years of experience in the industry, we understand the importance of delivering results-driven solutions that exceed expectations.

Our proposal includes a detailed overview of our approach, methodology, and deliverables, as well as a breakdown of costs and timelines. We have also included case studies and client testimonials that highlight our track record of success in similar projects.

At [Your Company Name], we are committed to providing exceptional customer service and building long-lasting partnerships with our clients. We believe that our solution not only meets the requirements outlined in the RFP but also provides added value that sets us apart from the competition.

Thank you for considering our proposal. We are confident that our solution will deliver the results you are looking for and look forward to the opportunity to discuss our proposal in more detail.

Cover Letter Templates @ Template.net

Free Employment Appeal Letter Layout Template

Free Blank Nomination Letter Template

Free Employee Promotion Letter Template

Free Appeal Against Termination Template

Free Amazon Appeal Letter Format Template

Free Leave Letter Template

Free Request Letter Template

Free Simple Fundraising Letter Template

Free Academic Dismissal Appeal Letter Template

Free Appeal Letter for Loan Denial Template

Free Demand for Payment Letter Template

Free Appeal Against Contract Terms Template

Free Internship Experience Letter Template

Free Printable Vendor Rejection Letter Template

Free Blank Contract Renewal Rejection Letter Template

Free Aesthetic Event Invitation Rejection Letter Template

Free Training Program Rejection Letter Template

Free Job Offer Decline Letter Template

Free Financial Aid Rejection Letter Template

Free Apprenticeship Rejection Letter Template

Free Loan Application Rejection Letter Template

Free Invitation Rejection Letter Format Template

Free Contractor Proposal Rejection Letter Template

Free Grant Proposal Rejection Letter Template

Free Partnership Proposal Rejection Letter Template

Free Client Service Rejection Letter Template

Free Internship Rejection Letter Design Template

Free Customer Request Rejection Letter Template

Free Membership Rejection Letter Layout Template

Free Contractor Bid Rejection Letter Template

Free Business Proposal Rejection Letter Template

Free Admission Rejection Letter Template

Free Simple Scholarship Rejection Letter Template

Free Internship Rejection Letter Template

Free Proposal Rejection Letter Template

Free Sample Job Rejection Letter Template

Free Rejection Letter Template

Free Internship Certificate Letter Template

Free Internship Letter of Recommendation Template

Free Personal Information Layout Template

Free Product Quality Report Template

Free Internship Offer Letter Template

Free Training Proposal for Career Advancement Template

Free Professional HR Disciplinary Letter Template

Free Proposal Letter for Software Training Template

Free Library Policy Disciplinary Letter Template

Free Thesis Acknowledgment Template

Free Proposal Letter for HR Training Programs Template

Free Training Proposal for Workplace Productivity Template

Free Improper Use of School Technology Disciplinary Letter Template

How to Write a Winning RFP Response + Free Template

Table of Contents

What is an RFP response?

Sample rfp response template, rfp response process, how to respond to an rfp, rfp response best practices, rfp response software, speed up the rfp response process with ai, about the userevidence survey.

• November 20, 2024

Anna Fitzgerald

Senior Content Marketing Manager

Emily Bonnie

Content Marketing

The average request for proposal (RFP) includes 77 questions , and each question takes approximately 25 minutes to answer. That means it takes an average of 32 hours to respond to a single RFP.

Now imagine you get multiple RFPs a week. Responding to them is highly manual, tedious, and time-consuming. Having a standardized process in place can help save your team valuable time, improve the quality of your RFP responses, and win over more new clients.

To help you simplify the RFP response process and improve your win rates, we’ll outline a step-by-step process, explain how RFP software can streamline your efforts, and provide request for proposal templates. 

A request for proposal (RFP) is a common step in the vendor procurement process. It’s an effective tool for companies to learn about multiple vendors and select the one that best meets their needs.

An RFP response is a bid from a qualified vendor or contractor to complete a project that was publicly announced and described in an RFP or RFI (request for information). This response should show that your organization can meet the client’s criteria for skills, budget, and timeline, among other factors.

Essentially, an RFP is an organization saying, “We need a vendor to help us do XYZ.” Companies issue an RFP and various vendors submit their bid through an RFP response, which explains how the vendor can meet that need and why the organization should choose them over the competition. 

This sample RFP response template can help you respond to RFPs faster and easier and increase your win rates by providing guidance about what prospective clients might ask when trying to evaluate vendors and how you should answer.

Download free RFP response template

Get this template outlining how organizations may expect potential vendors to format and respond to an RFP.

The RFP response process

An RFP response process is a set of interrelated and repeatable steps you follow to respond to an RFP. This process can help you use consistent and unified messaging, assign deliverables and deadlines to the right people, and ensure you submit a draft that’s already been reviewed and proofread by the due date.

Having a standardized process can ensure that RFPs are responded in an effective and consistent way, even when multiple RFPs come in simultaneously and as your organization grows and looks to take on more clients.

With a well-defined RFP response process, you also improve your ability to determine which RFPs are worth responding to. Rather than scrambling to complete every RFP, a structured process enables you to assess each proposal's alignment with your goals, resources, and chances of winning, so you focus on the highest-value opportunities.

Let's take a look at the individual steps involved in the process.

Follow the step-by-step RFP response process below to showcase how your organization can meet the client's needs.

1. Evaluate the RFP

The first step is to evaluate the RFP to ensure you understand exactly what the client is looking for and decide whether you should respond to it. Based on the scope of work, you may determine that it’s not a good customer fit or that you don’t have the resources to complete the project on the expected timeline. Or perhaps the return on investment will likely be lower than the cost of completing the project. Whatever the reason, you can decide not to respond, saving your team valuable time and resources. 

If you determine it is a good opportunity for your organization, then you can continue on to the next step.

2. Map out the proposal timeline and assign deliverables 

To ensure you submit the RFP response in a timely manner, it’s important to clearly assign roles, responsibilities, and deadlines.

While there are different project management approaches you may take, a common methodology is to break down each task required to complete the RFP response into individual steps and assign an owner and due date or milestone for each. 

For example, the task of evaluating an RFP may be broken down into several steps, like:

• Reviewing and summarizing the RFP by a proposal manager and account executive
• Making the go or no-go decision after consulting with legal, finance, and an executive stakeholder
• Creating and publishing a proposal timeline with the proposal manager

3. Draft the RFP response

Write the cover letter.

The cover letter accompanies your RFP response and is the first document the reviewing team will see. It’s a crucial introduction to your company and a valuable opportunity to highlight any unique qualifications or expertise that make your organization the best fit. 

Here’s what you should include in your RFP cover letter: 

• Brief introduction: Include your company name and contact info, and a short statement about your organization’s qualifications. Clearly state that your letter is in response to the specific RFP you’re answering and include the RFP title and/or reference number. 
• Summarize your proposal: Give an overview of your proposal, highlighting how it meets the specific requirements outlined in the RFP. Demonstrate a clear understanding of the client’s goals, challenges, and requirements. 
• Detail the attachments: Mention that your detailed proposal is attached, along with any other relevant documents, case studies, or materials. 

Keep your cover letter concise and professional. Make sure you proofread for any spelling and grammatical errors, and follow any formatting or submission guidelines specified in the RFP. 

Write the executive summary

The executive summary offers a brief overview of your proposal, highlighting the key points and making a compelling case for why your organization is the best choice for the project. It should highlight how well you understand the client's needs, your proposed solution, and the unique benefits or value your company brings.

Here’s what to include in your executive summary: 

• Key Requirements : Begin by demonstrating a clear understanding of the challenges or requirements outlined in the client’s RFP to shows the client that you have thoroughly digested their requirements and are responding specifically to their situation.
• Proposed Solution : Outline your proposed solution or approach. This should be a high-level overview, focusing on how your solution addresses the client's needs and the outcomes you expect to achieve. Pay special attention to the Scope of Work section of the submitted RFP when specifying your deliverables and implementation plan.
• Differentiators and Value Proposition : Highlight what sets your proposal apart from the competition. This could be your company's unique expertise, innovative approach, cost-effectiveness, superior technology, proven track record, or any other factors that give you an edge.
• Benefits to the Client : Clearly articulate the benefits the client will receive by choosing your solution. These benefits should be direct responses to the client's objectives and pain points as outlined in the RFP.
• Call to Action : Conclude with a statement that encourages the client to read the detailed proposal and a note of readiness to discuss any aspects in further detail or clarify any points.

The executive summary should be concise, usually no more than one or two pages. However, it should be complete enough that if a decision-maker reads only the executive summary, they will grasp the essence of your proposal and its primary advantages.

Explain pricing and contract terms

Explaining pricing and contract terms in an RFP response requires detail and transparency. Here’s a list of information to include:

• Clear Breakdown of Costs : Provide a detailed breakdown of the costs associated with your proposal. This can include one-time costs (like setup or installation fees) and recurring costs (like monthly or annual service fees). Clearly explain what each line item covers to help the client understand exactly what they’re paying for.
• Total Cost of Ownership : If applicable, discuss the total cost of ownership, which includes not only the initial costs but also any ongoing maintenance, support, or operational costs.
• Value Proposition : Explain how your pricing correlates with the value you are providing. If your solution offers benefits like increased efficiency, reliability, or innovation, make sure to highlight these. If your solution is more expensive than some alternatives, justify the additional expense by highlighting the superior benefits or long-term savings.
• Flexible Pricing Options (if applicable) : If there are different service levels or optional add-ons, lay these out clearly. This can include tiered pricing, discounts for longer commitments, or additional services at extra cost.
• Contract Terms : -Duration : Specify the proposed contract length and any terms related to renewal. -Termination Clause : Outline the terms under which either party can terminate the contract. -SLAs and Performance Metrics : Include any service level agreements (SLAs) or performance metrics that you commit to. -Payment Terms : Detail the payment schedule, invoicing procedure, and any late payment policies.
• Customization and Scalability : If your pricing can be customized based on the client’s specific needs, make that clear. And be sure to discuss how costs will be affected if the scope of the project expands.

Add social proof and case studies

As an attachment, include any success stories from clients that are similar to the new business you’re trying to win — highlight organizations from similar industries, company size, business challenges, and use cases. Testimonials from real customers can offer a compelling argument in your favor and give prospects a clearer idea of the value your company delivers and what it’s like to work with your team. Even better if you can provide contact information for a customer that’s willing to serve as a referral and speak to potential clients directly.

When drafting an RFP response, you can likely repurpose some answers from previous responses. You may see repeat questions asking about your firm, team structure, related project experience, and project approach as well as references and a cost proposal. 

You will likely also need to consult subject matter experts for net new content or for help tailoring responses to the specific client. For example, responses to security and IT questions may require input from your CISO or information security team members.

4. Distribute the draft for review.

Before you submit your response to the client, you should get input and sign-off from key stakeholders in business operations, marketing, IT and security, finance, and legal, plus at least one executive decision-maker. 

5. Submit your response to the client. 

Before the due date specified in the RFP, submit your response to the client. Be sure to follow up with the customer to ensure they received it and answer any questions they may have.

9 Tips for writing a winning RFP response

When responding to an RFP, you’re likely competing against several vendors. What can you do to ensure your response stands out from the crowd? Here are best practices for writing a winning proposal that leaves potential clients with a stellar first impression.

• Follow the client’s instructions: Make sure you respond to all required questions and follow the submission instructions specified in the RFP. Instructions might dictate the length and format of your RFP response, when it should be submitted, and more. Beyond meeting the requirements, this attention to detail conveys a strong sense of professionalism, showing the client you understand the importance of attending to their specific needs from the start.
• Focus on the client’s needs : Every section of your RFP response should be dedicated to proving how your organization’s proposed solution is the best choice to meet the client’s needs. Make sure to continually reference the RFP and requirements outlined in that document when writing your response. Tailoring your response to demonstrate a deep understanding of the client’s requirements shows that you’ve invested time in learning their pain points and challenges.
• Customize your proposal response to the client : While you can repurpose answers from previous RFP responses, you should take the time to tailor the response to the unique client and requirements of their RFP. Position your features around their current pain points, use client-specific visuals, and reference the prospect’s needs as directly as possible. For example, you can customize your company’s boilerplate messaging to mention the client specifically. Say Secureframe was responding to an RFP. Instead of saying, “Our company can help companies of all sizes achieve and maintain compliance with rigorous global standards,” we might say “Our company can help ABC Company achieve and maintain SOC 2 compliance.”
• Be specific : Be as specific as possible in your RFP response. After reading your response, the client should understand what tasks you are able to complete, how you plan to complete them, by what date, and with what budget. This not only helps the client understand your value but also sets you apart from competitors.
• Use professional language and formatting: The overall presentation of your RFP response can impact how it’s perceived. Ensure the language is professional, free of jargon, and aligned to the client’s tone and industry. Also, ensure your document is well-organized with consistent formatting, headers, and spacing to create a polished and easily digestible document.
• Include visuals : Visuals can be a powerful addition to your RFP response. Whether it’s a process flow, a timeline, or client success metrics, visuals can make your response more engaging and memorable. Visuals can also help break up text-heavy sections and keep the reader’s attention focused. Customize charts, graphs, and infographics to the client’s business to highlight how you’ll support their objectives whenever possible.
• Share industry and security certifications: Be sure to mention your level of compliance with any applicable industry or regulatory requirements and security frameworks such as SOC 2 , ISO 27001 , and PCI DSS . If compliance involves an annual audit or certification, include the issue date or audit window so the client knows your credentials are up-to-date. These can be key differentiators in an RFP response, particularly for industries where security is a priority.
• Highlight past success stories: Including case studies or brief examples of successful projects can provide compelling evidence of your expertise. Choose stories that closely align with the client’s industry, challenges, or project scope to make them feel confident you can achieve similar results for them. Focus on measurable outcomes like improved efficiency, cost savings, or customer satisfaction rates to make your proposal even more persuasive.
• Automate your RFP response process : Automation can significantly speed up the RFP response process by suggesting answers based on previously answered RFPs, enabling you to assign subject matter experts to individual questions, and keeping an up-to-date knowledge base of previous responses. This will not only help reduce time spent on repetitive tasks — it will also increase consistency across responses, which helps you meet deadlines and maintain a high-quality standard.

These tips can help you write high-quality, winning RFP responses that clearly demonstrate why your organization is the best fit for prospective clients.

Improve your win rates with RFP response software

Responding to RFPs is an important part of winning opportunities with new organizations, but it can eat up valuable time and resources for startups and large enterprises alike.

Some questions are the same from customer to customer and require you to repeat yourself or track down previous responses. Some questions vary from customer to customer with no standardized format, set, or order of questions, which means you need to bring in subject matter experts to repeatedly answer questions or update previous answers. 

RFP response software can help automate the process, save time, and improve the overall quality of your RFP responses. Let's take a closer look at the benefits below.

Benefits of RFP response automation software

The best RFP response software can help you save time, improve efficiency, and reduce human error. We'll dive into each of these benefits below.

• Save time : Maintain a single knowledge base to improve response accuracy and speed up the RFP response creation process. AI and machine learning capabilities allow you to automatically include the best answers to fill out an RFP or security questionnaire quickly and easily. 
• Improve team efficiency : RFP automation tools store the best content used in responding to previous proposals. By answering a question once in the knowledge base, your senior staff and subject matter experts can avoid fielding a flurry of incoming questions and focus on high-priority tasks.
• Avoid mistakes : The best RFP response software uses automation and AI to help ensure all your RFP answers are accurate and up-to-date. By suggesting answers based on previously answered questionnaires as well as other relevant information sources like your policies, controls, and tests, RFP response automation software can help improve the accuracy and consistency of your RFP responses.

How Does AI Reduce Human Error?

This ebook dives into examples of real-world applications of AI in cybersecurity and IT compliance, including answering security questionnaires and RFPs. It provides a high-level overview of the crucial role AI is playing in mitigating risks of data breaches, regulatory violations, financial losses, and more.

How does RFP response software work?

With RFP software, you won’t have to spend hundreds of hours of manual work assigning incoming RFP questions to subject matter experts, combing through documents and folders to find previous responses to RFPs, and then copying and pasting them into the new proposal.

Instead, RFP software like Secureframe Questionnaire Automation and Knowledge Base can:

• Suggest responses based on previously answered RFPs as well as other sources, like your policies, controls, and tests, using AI and machine learning
• Store previous responses in a knowledge base, which you can use to auto-populate future questionnaires
• Automatically update answers in the knowledge base as new responses to RFPs are finalized
• Allow you to assign subject matter experts to edit answers in an RFP response or knowledge base
• Export the completed proposal to the original format to send back to your prospective client

With Secureframe’s questionnaire automation , you’ll get hundreds of hours back to focus on other high priorities. And because you’ll be able to complete RFPs in less time, you’ll be able to edge out the competition and increase your win rates while having more time and resources to dedicate to other priorities.

Our customers report a range of benefits from using Secureframe's Questionnaire Automation tool. In a survey conducted by UserEvidence, customers said they receive 80 RFPs or questionnaires per year. Using Secureframe, they save an average of 35 hours per month answering them. That's 420 hours per year.

“Having Secureframe take the first pass at filling out our questionnaires has significantly reduced the number of security questionnaires and RFPs that require engineering support. Which, in turn, frees up our engineering team to focus on what they're here to do: build great products.” —Engineering Manager surveyed by UserEvidence

Automate the RFP response process with the power of AI

We built Secureframe Questionnaire Automation and Knowledge Base to make it fast and easy to respond to RFPs using artificial intelligence (AI). 

Simply upload an RFP or security questionnaire to Secureframe, verify Secureframe’s suggested answers from the Secureframe Knowledge Base and Comply platform, and export the completed document in the original format to send back to your customer. 

Schedule a demo to see how Secureframe Questionnaire Automation and Knowledge Base can help you achieve similar time savings.

The data about Secureframe users was obtained through an online survey conducted by UserEvidence in May 2024. The survey included responses from 27 Secureframe users (the majority of whom were manager-level or above) across the information technology, consumer discretionary, industrials, financial, and healthcare industries.

RFP Response FAQs

What is a response to the RFP?

A response to an RFP is a bid from a qualified vendor or contractor to complete a project that was publicly announced and described in an RFP. This response details how the vendor can meet the client’s criteria for skills, budget, and timeline, among other factors.

How do you write a response to an RFP?

• Read the RFP Carefully : Understand every requirement and question in the RFP. Pay attention to the details about the scope of work, deliverables, timelines, and evaluation criteria.
• Understand the Client's Needs : Understand their industry, challenges, values, and what they are likely looking for in a vendor. Tailor your response to align with their needs and goals.
• Assemble the Right Team : Ensure that the people who are knowledgeable about the topics addressed in the RFP are involved in preparing the response. This may include subject matter experts, project managers, finance professionals, and legal counsel.
• Outline Your Response : Start with an outline that maps your response directly to the requirements in the RFP. Make sure to cover all the points and questions raised in the RFP document.
• Develop a Compelling Executive Summary : This is often the first section read, so make it engaging and concise. Summarize your key value propositions and how they align with the client's needs.
• Address the Requirements : Clearly and thoroughly respond to each requirement in the RFP. Be specific about your capabilities, experience, and approach to meeting these requirements.
• Highlight Your Differentiators : What sets you apart from your competitors? This could be your expertise, unique methodology, innovative solutions, superior customer service, or any other factors that give you an edge.
• Provide Concrete Examples : Use case studies, client testimonials, or specific project examples to demonstrate your experience and success in similar projects or challenges.
• Be Clear and Concise : Avoid jargon and overly technical language unless it is industry-appropriate and necessary. Make your proposal easy to read and understand.
• Price Competitively : Provide a pricing structure that is competitive and clear. Ensure that your pricing model aligns with what's requested in the RFP (e.g., fixed cost, time and materials, etc.).
• Review and Edit : Proofread your proposal for any errors. A well-written, error-free proposal reflects your professionalism and attention to detail.
• Follow Submission Guidelines : Adhere to the format, length, and other submission guidelines outlined in the RFP. Submit your proposal on time and in the correct format.
• Follow-Up : After submitting your proposal, it’s often beneficial to follow up with the client to confirm receipt and offer to answer any further questions they might have.

Remember, each RFP is unique, and your response should be tailored to the specific requirements and context of the RFP. The goal is to demonstrate that your organization understands the client's needs and is the best choice to fulfill them.

How long should RFP responses be?

The length of an RFP (Request for Proposal) response can vary significantly depending on several factors, including the complexity of the project, the requirements outlined in the RFP, and the industry norms. There's no one-size-fits-all answer, but here are some guidelines to consider:

• Follow the RFP Guidelines : If the RFP specifies a page limit or word count, adhere to it strictly. Failure to comply with submission guidelines can sometimes lead to your proposal being disqualified or perceived negatively.
• Complexity of the Project : More complex projects often require more detailed proposals. If the project involves multiple components, such as software development, implementation, training, and ongoing support, your response will need to be comprehensive enough to cover all these aspects.
• Depth of Information Required : The RFP may ask for detailed information on your company's background, case studies, technical methodologies, or project management approaches. Ensure that you provide enough detail to thoroughly answer each question and demonstrate your capability, but avoid unnecessary filler.
• Clarity and Conciseness : While it's important to be thorough, clarity and conciseness are key. Avoid overly long, verbose responses that can make it difficult for the evaluator to find the information they need. Focus on being direct and to the point.
• Industry Standards : Different industries may have varying expectations for RFP response length. For example, a government contract RFP might expect more detailed and lengthy responses compared to a private sector small business RFP.
• Executive Summary : Even if your response is lengthy, having a clear and concise executive summary at the beginning can be very helpful. This section should be a high-level overview of your key value propositions and how you intend to meet the client's needs.
• Appendices and Supporting Documents : If you have extensive supporting information, such as detailed technical specifications, case studies, or team member resumes, consider including these as appendices to keep the main body of your proposal more concise.

As a general rule, your response should be as long as necessary to fully answer the questions posed in the RFP and to provide a convincing case for your company's selection, but no longer. Overly lengthy proposals can be time-consuming to review and may dilute the impact of your key messages. Always prioritize quality and relevance of content over volume.

What are other tips for writing a winning RFP response?

These additional tips can help further differentiate your RFP response, giving the client a comprehensive understanding of your capabilities and dedication to meeting their needs:

• Present a Clear Timeline: Outline project phases to demonstrate planning and reliability.
• Showcase Team Expertise: Feature team members’ credentials and relevant experience.
• Emphasize Flexibility: Showcase your adaptability to evolving client needs.
• Provide Transparent Pricing: Break down costs clearly to build client trust.
• Highlight Customer Support: Detail support options to reassure clients of ongoing help.
• Showcase Innovation: Mention any unique tools or processes that add value.
• Make It Easy to Skim: Use clear headings, bullet points, and summaries for readability.
• Outline Long-Term Value: Emphasize partnership potential beyond the initial project.

Template: RFP Cover Letter

RFP Cover Letter Explained

Responding to a request for proposal  (RFP) is a standard step in the buying process. With RFP responses, there are always opportunities to improve the quality of your content and improve your conversion rates as a result.

90% of successful marketers  at B2B companies prioritize the audience’s informational needs over a sales/promotional message. The introduction of an RFP response involves a cover letter and an executive summary—these sections offer golden opportunities to develop content that is laser-focused on your prospect’s needs.

What is an RFP Cover Letter?

First up is the  RFP cover letter . For positioning on your RFP response, this section should come before your executive summary. A cover letter should be no more than one page in length.

An RFP cover letter is a conversational introduction  at the beginning of your RFP response . Similar to a cover letter you submit for a job opportunity, this letter is your chance to tell a little bit about yourself and why you’re the best candidate. It is almost always a requirement of an RFP, even if the issuer does not include a specific section.

The RFP cover letter:

States that you are bidding for their business by responding to the RFP.

Reiterates details from their RFP (i.e. company name, service/product requested).

Explains why your organization is qualified to respond to the RFP.

Reveals key benefits they will experience while working with you.

Lists anything you are providing in your RFP response.

Demonstrates your excitement for the potential partnership.

The RFP cover letter is not:

An excuse to jump into a sales-y spiel about your product or service.

Formatted with images or headers…it’s a letter with a greeting and sign-off.

The time to go into great detail about your strategy or execution.

An RFP Cover Letter Example You Can Replicate

The goal of your RFP cover letter  is to eloquently introduce your organization as the right partner. By the time the issuer reaches the last sentence, they should feel confident about spending their time reading the rest of your RFP responses.

RFP cover letter example:

Hello [first name of RFP issuer]:

I speak on behalf of the entire [RFPIO] team in saying how thrilled we are to have been selected to respond to an RFP to become [Company]’s preferred partner for [Company – service or product need].

We look forward to showing the [Company] team why [RFPIO] is a strategic solution that will address the current and future challenges that [Company] is facing in their [response process]. With [RFPIO] as your partner, we will help:

[Create a more consistent process across international regions.]

[Save your team time to focus on other initiatives.]

[Provide insights into all RFP analytics across your organization.]

Included in this RFP, you will find responses that meet and exceed your requirements along with the [Company – additional materials] you requested. Should you need any other information to move this process forward and further validate your decision, please let us know.

We are grateful for this opportunity with [Company].

Thank you for your time, Kylie

Andrew Logemann

Go-to-market plan (gtm plan) template, yelena kozlova, weekly standup template, allison daley, product roadmap template, clare price, quarterly business review (qbr) memo template, brie wolfson, prd template, katherine kampf, team and org chart, guide: asynchronous communication, darren murph, template: the build/measure/learn loop worksheet.