How Do You Respond to an RFP: Increase Your Close Rate

Winning a Request for Proposal (RFP) can be a major growth opportunity for your business, but only if you know how to craft a response that stands out. Many companies miss the mark by submitting generic proposals that fail to connect with the client’s needs. If you want to increase your close rate, you need a smarter, more strategic approach. So, how do you respond to an RFP and position yourself as the clear choice? Keep reading to find out.

What Is an RFP and Why Does It Matter?

A Request for Proposal is a formal document that companies use to invite vendors to submit bids for a project. It lays out the project's goals, requirements, and expectations. Businesses respond to the RFP in hopes of being selected for the work.

Winning an RFP isn’t just about gaining a project — it’s about earning trust, building relationships, and opening doors to future opportunities. That’s why it’s critical to treat RFP responses as more than just paperwork — it's your chance to prove you're the perfect fit.

Should You Respond to Every RFP?

Not every RFP deserves your time. Before responding to an RFP and committing resources, ask yourself the following:

• Does the project align with your strengths?
  
• Do you have a relationship with the client, or is there a real chance of winning?
  
• Can you deliver the project within the client’s timeline and budget?
  
• Is this an ideal client for your long-term goals?

Choosing the right RFPs allows you to focus your energy where it will have the most impact and protect your close rate.

How to Prepare Before Writing Your RFP Response

As you learn how you respond to an RFP, you’ll start to understand that you’ll need to prepare way before writing the first line. Here are a few tips on what to do before reacting to a Request for Proposal. Preparation includes:

• Researching the client: Understand their industry, goals, challenges, and competitors.
  
• Clarifying requirements: Review the RFP carefully. Highlight deadlines, deliverables, and evaluation criteria.
  
• Building your team: Assign roles for writing, pricing, legal, and review.
  
• Asking smart questions: If allowed, use the Q&A period to ask insightful questions that show you’re serious.

When you understand the client and the opportunity inside and out, you can craft a RFP response format that feels tailor-made for their needs.

8-Step RFP Response Blueprint to Maximize Your Close Rate

To truly stand out, you need more than just good writing — you need the right structure. That’s where designing an RFP response template comes in handy.  Here's an easy blueprint you can follow to build a winning response:

1. Personalized Cover Letter

Open with a brief, sincere letter addressed directly to the decision-maker if possible. Thank them for the opportunity and show genuine excitement about working together.

2. Executive Summary Focused on Client Outcomes

In a few short paragraphs, summarize how you understand their goals and how your solution directly supports them. Keep it laser-focused on their success, not your company.

3. Detailed Understanding of the Client’s Needs

Show the client you "get it." Reframe their challenges and goals in your own words. A strong understanding sets you apart from competitors who just copy the RFP language.

4. Customized Solution and Action Plan

Lay out a tailored approach that addresses their unique needs. Explain what you’ll do, how you’ll do it, and why your method will deliver better results.

5. Clear Deliverables and Scope of Work

List what you will deliver in clear, simple language. Define what’s included — and just as importantly, what isn’t — to avoid confusion later.

6. Transparent Pricing With Options

Present your pricing clearly. Whenever possible, offer two or three tiers or packages, giving the client flexibility and control.

7. Why You? (Trust Factors and Social Proof)

Show why you are the safe choice. Include case studies, client testimonials, success metrics, awards, or certifications that reinforce your credibility. 

8. Easy-to-Sign Agreement

Remove obstacles by including a contract or agreement that is simple, fair, and ready to sign. The easier you make it, the faster you close.

While each response should be unique, you can see how creating an RFP reply template from this blueprint can help you streamline your response. Building an RFP email template can save time, but always double-check to ensure your reaction is unique and addresses your target client.

How to Make Your RFP Response Stand Out Even More

Winning proposals don’t just check boxes — they build confidence. Here’s how to elevate your response:

Focus on the Client, Not Yourself

Use the 3:1 rule:
For every sentence about your company, write three sentences about the client’s goals, needs, and success.

Example:

• ❌ "We have been in business for 20 years."
  
  
• ✅ "You’ll benefit from a partner who has helped companies like yours grow faster over the past 20 years."
  

Be Clear, Direct, and Friendly

Avoid buzzwords and complicated language. Decision-makers appreciate proposals that are easy to read and quickly show value.

Build Trust With Proof

Don’t just say you’re great — show it. Share specific numbers, testimonials, or mini case studies that back up your claims.

Example:
"After implementing our strategy, [Client X] saw a 40% increase in qualified leads within six months."

Offer a Copy-Paste Starter Kit

Here’s an example you can borrow for your next executive summary opening:

"We appreciate the opportunity to collaborate with [Client Company]. Our team is excited to bring [brief core offering] that helps you achieve [their specific goals], while ensuring [secondary benefit]."

In addition to these suggestions, you can take a sample RFP response, tweak it, and make it your own for more efficient processing.

Common Mistakes That Cost You the Win

Avoid these pitfalls that instantly hurt your chances:

• Ignoring submission instructions
  
• Making it all about your company
  
• Submitting a cookie-cutter proposal
  
• Missing deadlines
  
• Providing unclear pricing
  
• Forgetting to follow up after submission

Winning RFPs takes precision, personalization, and persistence.

What to Do After You Submit Your RFP Response

Your work isn’t done once you send your proposal. Follow these steps:

• Confirm receipt if needed.
  
• Stay available for questions or clarifications.
  
• If you lose, ask for honest feedback.
  
• If you win, move fast to finalize agreements and kick off smoothly.

Professionalism after submission builds a strong foundation for the relationship, win or lose.

Final Thoughts: RFPs Are About Building Trust, Not Just Winning Deals

So, how do you respond to an RFP? We hope these tips explain that a Request for Proposal is more than just landing a project. It's about showing you understand, you care, and you’re prepared to deliver.

When you personalize your response, center it around the client’s success, and back up your promises with real proof, you dramatically increase your chances of winning — and setting the stage for long-term partnerships.

How Yeco Helps You Find More Opportunities to Win

Crafting a winning RFP response is critical, but finding the right opportunities in the first place can be just as important. That’s where Yeco comes in.

At Yeco, we specialize in connecting agencies with businesses that are actively seeking partners for brands that demand to stand out from the crowd. Whether you’re looking for new RFP opportunities, vetted leads, or long-term client relationships, we help you fill your pipeline with real prospects who are ready to work with the right agency.

If you're ready to grow smarter, not harder, let Yeco help you find your next client success story.