The worst RFPs add layers of complexity and seemingly unnecessary administrative and bureaucratic requests. There might be reason to require 10 bound copies of each respondent's proposal, but if that request comes two points after the issuer has spouted off about their environmental and sustainability policies or asked respondents to demonstrate how their solution will enhance the environment then I call bullshit. Do you really need paper responses when email and PDFs suffice?

Here are some tips for strategically selecting and responding to RFPs that will move your business forward and result in a mutually beneficial relationship for both parties involved in the resulting solution.

What to look for in a RFP

1. Establish your criteria for assessing request for proposals.

Know the kind of work that fits your business. You need to decide if a RFP is a good fit or not. Would you include the resulting client and work in your portfolio if you win the competition? Can you handle the deliverables or will you require extra resources to deliver the contract? Does the RFP fit within your business development/marketing plan? (More on this below in point 5.)

Sometimes RFPs will push you beyond your comfort level but you need to know what your comfort level is before getting started. Don't write yourself out of potential work just because you don't offer all the services/requirements in-house that are listed in the RFP requirements. This is a great opportunity to partner with subject matter experts and build out your scope of experience.

2. Look for bias in the nitty gritty.

RFPs are supposed to level the playing field for respondents but if you carefully review a RFP you can often discover a bias of the RFP author(s) that could help or hinder your response.  For instance, we often discover a bias towards open source content management systems in the RFPs we review. It's not always clearly stated, but there are sometimes references to 'topology' or licensing restrictions that tip us off that a potential might be looking for an open source solution. This presents us with an opportunity to clarify the point or to structure our proposal in a way that highlights the benefits of our solution vs. an open source offering.

3. Always ask questions.

Most RFPs have a question/answer process included in the submission timeline and it's critical that you avail yourself of the opportunity to clarify anything that is not absolutely clear or certain. You will invest a great deal of time in your proposal response and you do not want to be disqualified based on a misunderstanding or a failure to address a key request. Also, always look for  amendments and addenda to proposals—there's often gold in these releases and knowing what questions other respondents are asking can give you insight to your competition.   

4. Allocate time to develop your proposed solution.

Do you remember cramming for college finals? Guess what—you're a grown-up now! If the timeline is too tight walk away. It's not worth it to throw something together. Plan ahead and allocate the resources required to shine the best possible light on your company and your response. RFPs can be a huge time vampire for busy sales/marketing staff but if you are going to respond to one you need to give yourself the time to do it right.

Each RFP has its own language and process that reflects the organizational culture of the issuer and the process is designed to break-down canned responses and boilerplate solutions. Each requirement and deliverable requires a thoughtful response. You should aim to demonstrate value and succinctly summarize the points that make your proposal the best solution. Following the requested proposal format is critical, and often the desired response format is not clearly stated. It's worth taking the time to read the RFP front to back several times before you begin your proposal, and doing so may in fact lead you to walk away before you invest anytime in your response.

Tip: allocate an entire day for editing, revisions and document printing/prep. You will thank yourself later.

5. Know when to say no.

Sometimes saying no to a RFP can seem impossible. Everything seems right about the project including the client and opportunity, not to mention the budget, but in the back of your mind that one nagging doubt won't go away. Listen to your instinct. If you can't put your finger on something related to a RFP then chances are that something will become an issue later on down the road.

Knowing when to say 'no' is never easy but sometimes it is the right answer. Be strategic about your RFP responses. Opportunities come and go but if you win a RFP competition and secure a contract you are legally required to honour the terms you've negotiated. If a project starts driving your business and forces you to make decisions that affect your long term plans, you are going to regret taking the project no matter how big the budget.

My RFP litmus test is simple. The resulting contract should enhance our project experience and increase our competitiveness. If it doesn't or the benefits of winning the contract are unclear then I usually decline the opportunity. There you have it. Good luck!