PPB April 2018

is a perfect way to illustrate this type of information. Add bullet points to cover anything you want to highlight. Step Four: The Executive Summary Your proposal should include an executive summary. Use these tips to create an effective one. • It should not rehash your answers to the questions asked on the RFP. • Many RFPs state what they seek; show how your company is a fit for their requirements. • Craft your comments to be specific to the particular proposal you are responding to. • If possible, include the summary as an answer, perhaps as a differentiator or in response to the question: “Is there anything else we should know?” Not all documents allow attachments. Step Five: Answer The Questions Asked This is not as simple as it sounds. Reread your answers to be certain you have responded thoroughly and accurately. The RFP questions may seem repetitive, but your replies can’t be. Your strongest statement should open every paragraph; use your strongest paragraph to begin the answer. Be honest in your responses. Responding to RFPs is not the time to try to fake expertise your company does not have. Step Six: Polish And Proof Ask an objective reader to review the first draft and final draft of your entire document. If an answer is unclear to the RFPs Are B-O-R-I-N-G! WakeThemUp As distasteful as they are to complete, RFPs are also challenging for the reader. So, wake up the reader with well‑placed “sound bite” testimonials or brief case studies appropriate to the question. Use these attention getters sparingly; they’re a tool for emphasis, not an automatic inclusion for every answer. Condense the testimonial to the specific context. It’s not the “thanks” that matter but the portion about cost savings, creativity or exceptional service that provides a lead‑in to the answer. A frequently asked RFP question is about problem resolution and escalation procedures. A lead‑in testimonial from one of your clients could set the right tone. “… X solved the issue promptly and effectively…” –X company, title. Another regular topic in RFPs is cost savings. You might start your response with an example. Be succinct; just the facts, please, without adjectives. If you can, name the company, which doesn’t have to be the RFP client. Names aren’t necessary, but the person’s title or position matters. By opening a response in an unexpected way, the reader is more alert to the answer—and to the overall document. The RFPquestions may seem repetitive, but your replies can’t be. Your strongest statement should open every paragraph; use your strongest paragraph to begin the answer. 54 | APRIL 2018 | GROW