Elevating Your RFP Game: Strategies for Winning Key Clients
There’s no denying that driving growth has become harder than ever. Among the many business challenges over the past few years, responding to RFPs (Requests for Proposal) remains one of the most misunderstood, and most crucial processes.
RFPs are a standard method used by organisations to invite vendors to offer services against a defined scope of work. I speak to people on both sides of the process: large enterprise stakeholders involved in multi-million-pound decisions, and vendors, whether start-ups chasing a marquee win or established businesses looking to deepen relationships.
What’s striking is that, regardless of a vendor’s size or track record, the same missteps appear time and time again.
As one business leader recently told me, 'Too many companies try to sell to us outside the scope of the RFP. We’ve issued it for a reason, but vendors often pitch everything they offer instead of sticking to what we asked for.' It’s a common complaint inside large, regulated, matrixed organisations.
Yes, upselling is tempting, and yes, showcasing your breadth makes sense. But the RFP process is specific. In big companies, your swim lane is narrow, and adding curveballs only disrupts momentum. Many vendors fail to understand how these businesses work. They dive in head-first, trying to solve everything, without respecting the boundaries of the process.
I've heard this more than once: 'We have funding for this exact scope. We literally don’t have the authority to say yes to anything outside of it.'
And here’s the clincher: you could be the best in your field, but if your submission doesn’t answer the RFP directly, you won’t win. End of story.
RFP submissions are scrutinised through rigorous internal processes - legal, financial, and procurement hurdles all need justification. Selection committees might involve 20+ stakeholders, scoring you against a framework you’ll never see. They're looking for capability, clarity, and, above all- low risk. Big companies hate risk. Demonstrate that you're not one.
Case studies are essential. One large organisation told me that a global consultancy submitted just two case studies when four were requested. That decision cost them a multi-million-pound deal.
You need to inspire confidence- clearly, succinctly, and professionally. I’ve seen vendors copy and paste website blurbs into RFPs, showing no understanding of the client’s business or challenge.
Another vendor responded to a £35m, three-year contract by submitting a PowerPoint with three LinkedIn profile links when asked to describe their delivery team. Unsurprisingly, the client called it 'lazy'. It didn’t make them feel they were in safe hands.
Clarity and synthesis matter. Companies don’t want five decks. They want one, with everything they need to make an informed decision. Every word counts.
Many vendors miss the mark because they fail to assess the client’s pain, show empathy, or present a well-thought-through, relevant solution with a clear plan.
The RFP process can make or break reputations. These projects are often scoped 18 months ahead of delivery and awarded for multi-year terms. If you miss out, you might be locked out of that opportunity for five years.
This blog is a starting point. There’s more to say about how to prepare, respond, and lead within the RFP journey.
But the takeaway is this: respect the process, understand why it exists, take ownership of your response, and view it through your customer’s eyes. Make it easier for them to choose you.
Getting to the RFP table should be the easy part. Winning and delivering is where the real work begins.
Let’s Talk.
If you’re navigating change — a merger, transformation, or a moment where brand and marketing need to lead, I’d love to help.
👉 Email me directly: andrews_samantha@hotmail.com
👉 Or message me on LinkedIn: https://www.linkedin.com/in/samantha-andrews/