For most successful salespeople, an RFP hitting the inbox is the equivalent of a starting gun at a track meet. Annnnddddd… THEY’RE OFF!!
Also for most successful salespeople, when an RFP arrives, they don’t ponder, “Hmmmm. How should I reply to this?” They already have a plan in place for the perfect response, and it’s connected to a few basics: knowing the brand(s), using “customer-facing” language, and having the right technology.
The perfect RFP response is always “on-brand”
What does it mean to be “on-brand?” Most companies have positioning statements, vision statements, a set of keywords they focus on, a color palette, a logo, and that’s it: that’s the brand.
When you’re competing for an RFP, though, your brand has to be about more than just a fancy logo. It has to be about the benefits you deliver your customers. I.e., it’s not the look and feel of your brand–it’s the value.
Throughout every step in replying to any RFP, be sure and stay on-brand by communicating that value. If your brand is about, say, exceptional customer service, ensure you reference it in each applicable line-item in the RFP response.
For example, the customer is a hotel seeking equipment for a new fitness center. Your on-brand response would, of course, include the equipment, but also the fact that your people have the expertise to install, customize, and address any and all supporting questions. Put your customer service skills front and center wherever you can. It both builds your brand and separates you from the competition.
The perfect RFP response speaks to the client
Yes, it’s about the right products and services. Yes, it’s about the right pricing. Yes, it’s about a speedy but professional reply. But the perfect RFP response is as much about the language as it is about anything else.
Long gone are the early dot.com days when you could bowl over prospects with a word salad like “ vertically integrated vortals disintermediate competitive synergies.” Such pitches were deviously designed to bewilder and make a prospect think, “Wow… I have no idea what that means, but it sounds impressive so it must be good… I think…”
The language in your RFP response should be succinct. E.g., don’t say “utilize” when “use” will do. And it should be benefit-focused rather than feature-focused. The old adage “features tell; benefits sell” is firmly in place at the RFP stage of any sale.
The perfect RFP response is built with CPQ
Last but in no way least is the way you create, deliver, and track your RFP response, and there’s no better application than configure, price, quote (CPQ).
With professionally designed proposal templates, a drag-and-drop (and centrally administered!) product and pricing configuration engine, a host of sales quote tracking tools, and seamless integration with CRM (customer relationship management) systems, CPQ has every RFP response tool baked in.
Not only does CPQ enable any sales rep–regardless of experience level–create a pro quote in minutes, but it also provides critical insights on what products/services are selling best and which reps are performing best.
Integrated with your CRM solution, CPQ helps present an even clearer picture of the customer lifecycle, delivering business-critical data from the most business-critical process: the RFP response, when a deal is closed and a prospect becomes a client.
For more information on creating the perfect RFP response, download our whitepaper, or contact us.
