What’s Your Story in Proposal Response? Nov. 7, 2019, 8:14 a.m.

What is Your Story

Your business is great. You offer an awesome product/service at such a cool price that people should be banging on your door. Instead they’re requesting for a proposal (RFP).


Proposals are a fact of life, they provide opportunity to gain business by selling your products/services. Well, human beings love stories. There is no better way to sell your products than with a proposal response that tells a compelling story.


Your story should be in accordance with the requirements outlined in the RFP. Provide all the information requested, in the order and format specified.


Keep your story simple and elementary. As Richard Branson puts it “Complexity is your enemy. Any fool can make something complicated. It is hard to keep things simple.” Use data and information in your story to cover the vital details below;

  • A brief summary of your company
  • What you want to help the prospect accomplish
  • A blueprint of your planned execution
  • A timeline for getting it done
  • Pricing
  • Policies tied to RFP requirements
  • Contact information


Tell your story from your client’s point of view. Show that you understand the client’s request as they relate to the product or service you provide. This may seem like you’re telling them things they already know, but in reality, clients want to be sure you understand their needs.


Tell your story in your client’s language. Use your proposal as another chance to connect to your client using their language. For instance if you are a website designer and are bidding to a construction company, don’t bog them down with Java, HTML5 and stuff specific to your industry.


Include your success stories. Telling a story of your success in your proposal is very powerful. When you tell a story about how your product/service was able to help overcome another customer’s challenges, your new prospect will trust that you’ll be able to help them in a similar way.


What does your story teach us? All roads lead to call for action

The saying goes “Ask and you shall be given” You must ask for the business, both figuratively and literally. The style and contents of the proposal should communicate your desire for the business.


Procurement consultants that need eProcurement, contract management and requisition management solutions as part of their product offering for a defined territory.

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