How to Respond to an RFP: A Step-by-Step Guide for Consultants

Responding to a Request for Proposal is one of the most high-stakes writing tasks in consulting. The stakes are high, the deadlines are short, and the competition is real. Most consultants who lose RFPs don't lose because their work is inferior — they lose because their responses are.

This guide walks you through every stage of the RFP response process, from the moment you receive the document to the moment you hit submit.

Step 1: Read the RFP Twice Before You Write Anything

This sounds obvious. Almost nobody does it properly.

The first read is for comprehension — understand what's being asked at a high level. The second read is for analysis — identify the evaluation criteria, the mandatory requirements, the weighting, and any ambiguities you need to clarify.

As you read, mark:

• Every mandatory compliance requirement (these are pass/fail — miss one and you're disqualified)
• The evaluation criteria and their weightings
• The word or page limits per section
• The submission format and deadline
• Any questions you need to clarify before writing

Create a compliance checklist before you write a single word. You can't win if you're disqualified on a technicality.

Step 2: Decide Whether to Bid

Not every RFP is worth responding to. Before committing time, ask:

• Can we realistically win? (Do we meet the stated requirements?)
• Is the client relationship warm or cold? (Cold bids win rarely)
• Is the contract value worth the bid cost? (A £10,000 contract isn't worth 40 hours of writing)
• Are the evaluation criteria aligned with our strengths?
• Has the outcome already been decided? (Watch for wired tenders — RFPs issued to fulfil a procurement obligation when the client already has a preferred supplier)

A disciplined no saves you time for the bids you can actually win.

Step 3: Clarify Before You Write

Most RFPs include a Q&A window. Use it. Ask about anything ambiguous — scope, deliverable format, evaluation approach, timeline flexibility. Procurement teams expect questions.

Good questions also signal engagement and expertise. A well-crafted clarification question sometimes gives you a competitive edge by demonstrating that you've read the brief more carefully than your competitors.

Keep clarification questions factual, not leading. "Can you confirm whether the 30-page limit applies to appendices?" is good. "We believe your approach to X is flawed — can you explain?" is not.

Step 4: Build Your Response Structure

Map every section of your response directly to the evaluation criteria. Don't write sections in the order that feels natural — write them in the order they'll be scored.

A typical RFP structure:

• Executive Summary — the evaluator's first impression
• Understanding of Requirements — prove you've read and grasped the brief
• Proposed Approach & Methodology — the core of your response
• Deliverables & Outputs — what the client will receive
• Team & Credentials — who will deliver the work
• Timeline — when milestones will be reached
• Pricing — formatted as required by the RFP
• Social Value / Added Value — if weighted in the criteria
• Appendices — CVs, case studies, insurance certificates

Step 5: Write to Score, Not to Impress

In scored evaluations, evaluators have a marking guide. They are looking for specific content to award marks — not for beautiful writing. Elegant prose that doesn't answer the question scores zero.

For each section, ask: "What does the evaluator need to see here to award full marks?" Then write directly to that.

Use the language of the criteria. If the RFP says "demonstrate your experience in stakeholder engagement," your response should contain the phrase "stakeholder engagement" — not "working with people" or "relationship management." Evaluators often control+F for keyword matches.

Step 6: Use Evidence, Not Claims

Every claim must be supported by evidence. "We have extensive experience" means nothing. "We delivered a similar programme for [client type] in [year], achieving [specific outcome]" scores marks.

For each key claim, apply the STAR model:

• Situation: What was the context?
• Task: What were you asked to do?
• Action: What did you specifically do?
• Result: What was the measurable outcome?

Case studies structured this way are consistently more persuasive than narrative paragraphs of experience.

Step 7: Write the Executive Summary Last

The executive summary appears first but should be written last — once you know exactly what's in your response.

A strong executive summary for an RFP response:

• Demonstrates you understand the client's challenge and context
• States your recommended approach in plain terms
• Highlights your most relevant differentiator
• Gives the evaluator confidence before they read the detail

Keep it to one or two pages. Decision makers read this; evaluators may not.

Step 8: Edit Ruthlessly

First drafts are too long, too vague, and too self-congratulatory. Good RFP responses are edited at least twice:

• Content edit: Does every paragraph answer the question? Is every claim evidenced? Have you addressed all criteria?
• Language edit: Cut passive voice, generic phrases, and anything that doesn't score marks. Replace "we believe" with facts.

Ask someone not involved in the bid to read a critical section. The questions they ask are the questions evaluators will have.

Step 9: Check Compliance Before Submission

Return to your compliance checklist. Have you:

• Answered every mandatory question?
• Met every word/page limit?
• Included all required appendices?
• Formatted the pricing as required?
• Named and signed the document as required?
• Submitted before the deadline in the correct format?

Late submissions are typically rejected. Submit at least 24 hours early where possible.

The Fastest Way to Improve Your RFP Win Rate

The single biggest lever is bid selection. Organisations that win more RFPs aren't better at writing — they're more selective about which RFPs they respond to.

Second biggest: reuse. Every strong RFP response contains sections that can be adapted for future bids — case studies, methodology descriptions, team profiles. Build a library of your best content and you'll write faster and better every time.

DraftYourBid does exactly this. Upload your past winning proposals and RFP responses, and the AI surfaces the most relevant content and structure for each new brief — so you start every response from your best work, not a blank page. New to proposals? Download a free proposal template to get started.