Request for proposal (RFP)
also known as RFP
A formal document a prospective client issues inviting agencies to bid for a project, setting out requirements, scope and selection criteria.
For example, a company issues an RFP for a website rebuild, asking three shortlisted agencies to propose an approach, timeline and price by a deadline. The agency responds with a tailored proposal aimed squarely at the stated criteria.
Why it matters to agencies: RFPs can mean larger, well-defined deals, but they are competitive and time-consuming, so they are worth qualifying hard. Winning them rewards sharp positioning, relevant case studies, and a proposal that answers the brief rather than reciting capabilities.
How to respond to an RFP
- Qualify hard - is it worth pursuing?
- Answer the stated criteria precisely
- Lead with relevant proof
- Tailor the approach to their problem
- Present clear, well-structured pricing
- Hit the deadline and format exactly
What is a request for proposal (RFP)?
A formal document a prospective client issues inviting agencies to bid for a project, setting out requirements, scope and selection criteria.
What is the difference between an RFP and a proposal?
An RFP is the client's request inviting bids; the proposal is the agency's response setting out its approach and price.
Should agencies respond to every RFP?
No - qualify hard. RFPs are time-consuming and competitive, so respond only where you are a strong fit with a real chance to win.
How do you win an RFP?
Answer the stated criteria precisely, lead with relevant proof, and where possible build a relationship before the RFP rather than meeting cold.