How To Write A Winning RFP Response

You’ve made it onto the shortlist. The RFP request lands in your inbox, and this is your chance to prove your value. But here’s the problem: most RFP responses never get read in full. They’re too long, too generic, and too hard to follow - and most teams responding to the RFP have never been in the recipient's shoes.

A winning RFP response doesn’t just answer questions. It tells a clear story that demonstrates your understanding of the customer, their challenge, and why you are the right partner to solve it. It is your chance to make choosing you easy for them.

Based upon reading and writing hundreds of RFPs, here’s what separates a winning RFP response from that...isn't.

Keep it short and tight.

The best RFP responses are sharp, focused, and respectful of the reader’s time. Every section should have a purpose. Cut out the filler. Avoid corporate jargon. If your key points are buried on page 47, they will never be seen. Keep it concise and impactful, because if it is not read, it cannot win.

Oh - and very few RFPs get read from cover to cover...just know that.

Start with a powerful executive summary.

The executive summary is where decisions are made. Some evaluators will only read this section, so make it count. Use it to show you have listened. Summarise the challenge in the customer’s own language, outline your proposed approach, and highlight the outcomes they can expect. If someone reads only this section, they should walk away knowing exactly what you will deliver and why it matters.

Introduce who you are, but do not overdo it.

The “About Us” section should not feel like a marketing brochure. Keep it focused on what matters to this customer. Summarise your credentials, expertise, and team in a way that reinforces why you are the right partner for this specific need. Too many vendors make this section far too long - yes the customer needs to know who you are, but weave some of these points into your different answers.

Make it easy to navigate.

Even the strongest content can be lost in poor presentation. Format your RFP response so it is effortless to read and easy to skim. Use clear headings, bullet points, and short paragraphs. Include a simple contents page and label sections consistently. If a buyer can find the answer they are looking for within seconds, your professionalism and attention to detail immediately stand out.

Answer “Why you?” in every answer.

Every RFP response is a comparison. The buyer is reading multiple documents side by side, asking: what makes this one different? Do not leave it to them to figure out. Spell it out clearly. What makes you stand out? Experience in their industry? Proven results? A unique delivery model? Bring these differentiators to life through examples and evidence, not empty claims.

Tie everything back to their need.

A common mistake is writing about your company instead of their problem. The customer’s needs should sit at the heart of every section. Constantly ask yourself: does this link back to the issue they are trying to solve? Make sure every answer, diagram, and case study clearly connects your solution to their desired outcomes.

Show your delivery approach.

Buyers want confidence that you can actually deliver. A short, high-level delivery roadmap, implementation timeline, or onboarding plan helps them visualise what will happen once they select you. It does not need to be complex. A simple outline of the key phases, milestones, and touchpoints is enough to show that you have a clear, structured approach - and that you are ready to get started.

Keep the commercials simple.

Complex pricing models make buyers nervous. Keep it straightforward and scalable. Make sure your commercial proposal is easy to follow and aligns with the way the customer wants to buy, not how you want to sell. Show clear value now, but also make it obvious how your model supports growth and flexibility in the future.

Demonstrate stability and trust.

Procurement teams need confidence. Include the facts and figures that show you are a stable, reliable business: financial strength, years in operation, scale of delivery, or key certifications. Make it easy for them to tick the “trusted partner” box without having to research it themselves - but again, think about how you weave this 'solid partner' message across the response.

Address risk and mitigation.

Acknowledging risk shows maturity and realism. No project is without challenges, and buyers know it. Include a short paragraph identifying the key risks that could impact delivery, and briefly explain how you will manage them. It demonstrates control, foresight, and professionalism - all qualities buyers value in a partner.

Outline governance and communication.

Buyers also want to know what working with you will feel like. Explain how communication and governance will work once the contract begins. Who will be their day-to-day contact? How will progress be reported? What is your escalation process? A simple, transparent governance structure builds confidence that you are easy to work with and serious about accountability.

Strengthen your references.

References often make the final difference. Do not just list names; tell short stories that show measurable success. Highlight outcomes, not just relationships. For example: “We helped X reduce costs by 20%” or “We supported Y through a global system migration in under 90 days.” Make your references do the selling for you.

End with a clear summary.

Close your response the way you started it. Reinforce the key points:

• You understand the customer’s needs.

• You have a proven solution.

• You are easy to work with.

• You will deliver measurable value.

A clear, confident summary leaves the reader with one final thought: this is the partner we can trust.

Final Thought - How to Win an RFP.

Winning an RFP is not about writing more words than everyone else - its perhaps the opposite. It is about creating clarity, trust, and confidence.

The strongest responses are structured, visual, and empathetic. They show the customer that you understand what matters most, that you have solved similar challenges before, and that working with you will be straightforward and successful.

If your RFP response tells a story that connects their needs, your strengths, and a credible path to value, you are already ahead of most competitors. Add clear pricing, simple delivery plans, and credible references, and you make the decision easy.

A winning RFP response does not overwhelm - it reassures. It makes the buyer feel they are in safe hands. That is what turns a submission into a signed contract.

How can Viewpoint Analysis help?

Almost all of our time in the RFP and RFI arena is focused on customers looking to quickly find and select new enterprise technology. However, one small but mighty part of our work relates to helping sales teams to improve their responses - this comes in the form of our RFP Response Training.

If your team is losing more RFPs and RFIs than they are winning, take a look at how we can help to improve their performance in short order.