Winning at RFPs: A Guide for Business Development Professionals to Build Solid Relationships

Winning an RFP requires more than just a well-written proposal; it requires building solid relationships and understanding the needs of the organization issuing the RFP. This comprehensive guide will offer theoretical and practical tactics to help you build these relationships and boost your chances of securing an RFP.

Understanding the Value of Relationships in Business Development

Relationships are the bedrock of any business development strategy. They provide a foundation of trust and understanding, which is crucial for a successful RFP proposal. But how do you establish these relationships? And, more importantly, how can you leverage them to win an RFP?

Nurturing professional relationships not only broadens your network, but also helps you better understand the needs and challenges of potential clients. This knowledge allows you to tailor your RFP responses to their specific situations, making your bid more appealing and increasing your chances of winning.

Here are four key strategies to help you build strong relationships during the RFP process:

1. Participate in Q&A or Pre-Bid Meetings

Pre-bid meetings are a golden opportunity to start a relationship with individuals or organizations with an open RFP. This is your chance to stand out from the crowd, ask insightful questions, and demonstrate your understanding of the project's needs.

To take full advantage of pre-bid meetings, you must come prepared. What questions should you ask, and how should you present your company to make a strong impression?

Remember that the purpose of these meetings is not just to get answers to your questions but to leave a lasting impression on the potential client. Use this platform to show your interest and commitment to the project, ask questions that demonstrate your understanding, and offer ideas that could add value to the project.

2. Leverage Mutual Contacts for Introductions

One of my favorite early stories of Prosal was when a boutique data-focused digital consultancy won a $600,000 contract from an issuer.

Davis, their CEO, explained the differentiator: a mutual contact between Davis and the CEO introduced them to each other, and they hit it off. Better yet was how the introduction was made: Davis went on LinkedIn and asked the only mutual connection they had with each other for the introduction.

Warm introductions can significantly increase your chances of RFP success. Having a mutual contact introduce you to the organization's decision-maker gives you an advantage over competitors and makes the introduction process less awkward.

Research who will likely be involved in the RFP process to leverage this tactic. Then, use LinkedIn or other professional networks to find out who among your contacts might know these individuals. 

The introduction should be subtle, emphasizing your experience and value proposition, and your mutual contact should provide reasons why the organization should consider you for the RFP. As an example, consider using this template: 

Hi [Mutual Contact's Name],

I hope you’re well. I noticed you're connected with [Prospect's Name] at [Prospect's Company] on LinkedIn. We are interested in their open RFP and believe our expertise at [Your Company] is a great fit.

Would you be comfortable introducing us? Here's a brief message you could use:

Hi [Prospect's Name],

I wanted to introduce you to [Your Name] from [Your Company]. They have significant expertise in [relevant field/industry] and could be a great fit for [Prospect's Company]'s current RFP.

Best regards,
[Mutual Contact's Name]

Thank you for your help!

Best,

[SIGNATURE]

3. Initiate Personalized Outreach

Individualized, personalized outreach can make all the difference in building a relationship with a potential client. It is, however, essential to approach this strategically. A generic message can hurt your chances of winning the RFP. Take the time to deeply understand the company and its pain points. Your initial contact must demonstrate knowledge about the project, passion for the work, and how your organization can solve its challenges.

Use the following template as an example of an initial outreach message:

Hi [Prospect's Name],

I hope this message finds you well. I came across your RFP for [Project Name] and am excited about the opportunity. At [Your Company], we specialize in [relevant service/industry], and I believe we can provide valuable solutions for your project.

Here’s a brief overview of our relevant experience:

• [Highlight a similar project or success]
• [Mention how your approach aligns with their needs]

I’ve attached a case study that mirrors your project and a white paper on [relevant topic]. I would love to discuss how we can support [Prospect's Company] in achieving your goals.

Looking forward to the possibility of working together.

Best regards,

[Your Name]

Be sure to follow up on your initial contact, whether a phone call, email, or in-person meeting, with useful resources related to the project. This can be a slightly customized capabilities deck, a case study that mirrors their project, or a white paper that positions your organization as a subject matter expert. The goal is to show off your creativity and approach and why you should stand out.

4. Nurture the Relationship: From First Contact to Winning the Bid

The above strategies can help you start a relationship, but winning the RFP requires building and maintaining that relationship. In the early stages of the RFP process, ensure all your communications are timely and consistent. You're demonstrating how you interact as a partner, so put your best foot forward. Be proactive in your communications, provide value at every step, and show a deep understanding of their needs. 

Remember, trust is vital. Ensure all your interactions foster confidence in your capabilities. This can be achieved by following through on promises, demonstrating accountability, and always keeping the client's best interests in mind.

Relationship-building is not just about winning an RFP. It's a long-term investment that can yield significant dividends through partnerships, collaborations, and reputation.

Building relationships with individuals and organizations with an open RFP combines strategic networking, participation in meetings, leveraging warm introductions, and targeted personal outreach. It is about positioning your organization as a valuable partner capable of meeting their needs. It may be challenging, but with time, effort, and the right strategies, you can increase your chances of winning the RFP.