Did you know only 8% of RFPs land an impressive 80-100% win rate? If you’re an agency counting on RFPs to close more deals, those odds can feel daunting—but they don’t have to be.
So, what sets the top performers apart? Hint: it’s not just about answering the call. It’s about responding to RFPs (Requests for Proposals) in a way that stands out and seals the deal. But too often, agencies fall into common traps—vague requirements, unrealistic timelines, or ineffective evaluation processes—that hinder their ability to close deals.
Let’s fix that. I’m breaking down the must-haves of a winning RFP, along with best practices and ready-to-use templates to simplify your process and up your close rates.
What is an RFP Template?
For agencies looking to close more RFPs, the right template does more than streamline the process—it ensures every proposal stands out and hits the mark.
With a solid template in hand, the heavy lifting is already done. Key sections and essential details are pre-built, so you can focus on tailoring the proposal to each client’s unique needs, rather than reinventing the wheel every time.
For agencies, using an RFP template offers several key benefits. These include:
- Efficiency: Templates cut down the time you spend drafting new RFPs, giving agencies more bandwidth to focus on the specifics of each project.
- Standardization: A consistent format across all proposals makes it easier for potential partners to grasp your needs and for your team to manage the process seamlessly.
- Professionalism: A polished RFP sends a strong message to potential partners—your agency is organized, detail-oriented, and serious about finding the right fit for the job.
Key Elements of an RFP Template
Here’s how to structure your RFP to maximize your chances of closing more bids:
1. Tailor The Executive Summary
Start strong with an executive summary tailored to the client’s needs. This is your opening pitch—your chance to hook the reader by demonstrating you understand their goals, challenges, and vision. Highlight what makes your agency uniquely suited to solve their problem.
Instead of generic statements, write, “Your goal to increase user retention by 30% aligns perfectly with our expertise in UX design. Our team recently delivered a similar project for [client name], achieving a 35% improvement in retention.”
Top Tip: Use Hire Mia’s Pitch Generator to draft a clear, compelling RFP introduction that grabs attention. It’s a quick way to summarize your project’s purpose and objectives effectively.
2. Understand The Client’s Needs
Dedicate a section to restating the client’s goals and challenges, but with a nuanced perspective. Show that you not only understand what they’ve outlined but also have insights into potential hurdles or opportunities they might not have considered.
Think: “While increasing social media engagement is a key goal, addressing inconsistent brand messaging across platforms will play a crucial role in achieving sustainable results.”
Notice how this statement demonstrates thought leadership and positions your agency as a strategic partner rather than just a vendor.
3. Deliver A Detailed Project Approach
Lay out a clear, step-by-step plan for how you’ll tackle the project. Be specific about your methods, tools, and processes, and explain why they are the best fit for this particular project.
Like so:
- Phase 1: Conduct stakeholder interviews using Zoom or in-person sessions to gather insights. Combine this with SWOT analysis and competitive benchmarking tools like Semrush to identify market gaps.
- Phase 2: Develop a content strategy with Google Analytics to assess audience behavior. We’ll also leverage HubSpot for persona development and Canva for preliminary creative mockups.
- Phase 3: Execute campaigns through Google Ads and Meta Business Suite, optimizing performance through A/B testing via Optimizely and real-time tracking with Tableau.
Top Tip: If you’re struggling with your headings, you don’t have to any longer. Our detailed Press Release Headlines blog outlines the key steps to write engaging, clear headings every time.
4. Showcase Relevant Case Studies
Include 2-3 case studies that closely align with the client’s industry or project type. Focus on measurable results, challenges overcome, and testimonials if available.
Example Format:
- Client: [Name]
- Challenge: Briefly describe the problem.
- Solution: Explain your approach.
- Results: Use hard data (e.g., “Increased lead generation by 40% within three months”).
5. Define Clear Deliverables And Timelines
Provide a detailed breakdown of what the client will receive and when, ensuring both clarity and realism. Include key milestones, draft submissions, and dependencies to set clear expectations while balancing speed with quality. Like this:
- Week 2: Delivery of initial creative concepts for review.
- Week 4: Incorporate client feedback and deliver revised drafts.
- Week 8: Final campaign assets ready for launch.
This approach positions your agency as organized and transparent. Simultaneously, it prevents overpromising or unexpected delays.
7. Outline Transparent Pricing
Transparency builds trust. So, provide a detailed breakdown of costs, linking them directly to the value the client will receive. If possible, offer tiered pricing options to give the client flexibility.
Example:
- Option 1: Basic package with core deliverables – $X
- Option 2: Premium package with additional services – $Y
8. Finish With A Strong Call To Action
End your response with a clear and professional call to action. Specify how and when you’ll follow up and encourage the client to reach out with questions. For example, “We’d love to discuss this proposal in more detail. Our team is available for a follow-up meeting on [date]. Please don’t hesitate to contact us with any questions in the meantime.”
Bonus Tip: Use AI for Writing RFP Proposals
Writing RFP proposals doesn’t have to be a chore. With AI tools like Hire Mia are here to flip the script, turning time-consuming tasks into streamlined wins. Think: custom responses, polished executive summaries, and proposals that don’t just check the boxes—they shine. All without draining your time or energy.
What sets Hire Mia apart? The tool saves you time while helping you shine by tailoring content to client needs, refining your language, and giving your proposals a polished, professional touch. With tools like this, agencies can focus on the strategy and insights that seal the deal, while AI handles the heavy lifting.
Best Practices for Sending RFP Responses
1. Customize Every Proposal to the Client
Nothing screams “we didn’t try” louder than a cookie-cutter proposal. Clients want to see you get them—like, really get them. So, ditch the templates and craft something that speaks directly to their business.
Mirror the language they used in their RFP, call out their specific goals, and weave in details that show you’ve done your homework. For example, if they mention a focus on increasing customer retention, highlight your strategies and past results in that area.
This extra effort doesn’t just look good—it shows you’re professional and actually invested in their success.
2. Show You Understand Their Goals
Clients are on the hunt for agencies that can read between the lines and think ahead. Your proposal should do more than parrot back their goals; instead, demonstrate your expertise by identifying potential challenges or opportunities they might not have considered. For instance, if their goal is to expand digital reach, mention specific strategies like leveraging niche social platforms or improving SEO.
3. Prove You Can Walk the Talk
Clients want results, plain and simple. To win their trust, show them what you’ve already achieved.
Include examples of past projects that align closely with the RFP’s requirements, focusing on measurable outcomes. Use case studies or success stories to illustrate how you’ve solved similar problems, and be sure to include hard data wherever possible (e.g., “We increased organic traffic by 50% for a client in your industry”).
4. Highlight Your Unique Value Proposition
When everyone’s competing for the same RFP, standing out is crucial. Spell out what makes your agency the obvious choice. Is it your unique process, specialized skills, or a fancy proprietary tool? Great—say so!
But don’t just rattle off a list of features. Instead, connect those features to how they create value. Maybe it’s your tailored approach or deep industry expertise that gives clients a leg up. Whatever it is, weave it throughout your response, making it clear why your agency is the best choice.
5. Keep It Sharp and Simple
Your proposal response is a reflection of your agency, so make it count. Keep your language clear and your layout clean—no jargon, no clutter. Break it down with sections like an executive summary, timeline, deliverables, and pricing to make everything easy to follow.
Also, make sure your RFP response speaks in your agency’s brand voice. If your agency is known for being innovative and cutting-edge, the RFP should exude that same energy.
Oh, and don’t skip the proofread. Even a tiny typo can make a big (bad) impression.
RFP Templates
Template 1: The Tailored Executive Summary Template
Use this template to create an attention-grabbing executive summary that connects with the client’s goals and establishes your agency’s value upfront.
Subject: [Project Name] Proposal by [Your Agency Name]
Executive Summary
Thank you for the opportunity to respond to your RFP for [Project Name]. At [Your Agency Name], we understand the importance of [specific client goal, e.g., increasing brand engagement, optimizing conversions, etc.]. With over [X years of experience] in [relevant industry or service area], we’ve helped organizations like [specific examples of clients] achieve measurable results.
We believe [Client’s Company Name] deserves a partner that doesn’t just deliver on expectations but also pushes boundaries to deliver exceptional outcomes. Here’s why we’re uniquely suited for this project:
- Understanding Your Needs: We recognize that [specific challenge mentioned in the RFP] requires [specific solution or strategy].
- Proven Success: Our work with [similar client/project] resulted in [specific outcome or KPI, e.g., “a 35% increase in sales over three months”].
- Customized Approach: We’ve designed a tailored roadmap (detailed below) to help you achieve [specific goal].
Our team is excited about the opportunity to collaborate on this initiative. Below, we’ve outlined how we’ll approach your project, deliver value, and align with your expectations.
[Detail your project approach, complete with phase breakdown, timelines, and deliverables]
[CTA: Mention next steps, such as scheduling a meeting or additional documentation review.]
Template 2: Detailed Project Approach Template
This template emphasizes your process and methodology, showing the client how you’ll address their challenges and deliver results.
Subject: Customized Plan for [Project Name]
Project Approach
Our approach to [Project Name] is designed to address your specific needs, as outlined in the RFP, while ensuring measurable results. Below is our detailed plan for achieving [Client Goal]:
- Phase 1: Discovery & Strategy Development
- Activities: Stakeholder interviews, competitive analysis, audience profiling.
- Deliverable: Comprehensive strategy document outlining actionable steps to achieve [specific goal].
- Phase 2: Implementation
- Activities: [e.g., Creating content, developing website, executing campaigns, etc.].
- Deliverable: [e.g., Initial drafts, prototypes, etc.].
- Phase 3: Optimization & Reporting
- Activities: [e.g., Campaign testing, A/B testing, final delivery adjustments].
- Deliverable: [e.g., Final assets, performance report with KPIs tracked].
Timeline
| Milestone | Date | Deliverable |
| Kickoff Meeting | [Insert Date] | Finalize project scope |
| Mid-Project Review | [Insert Date] | Feedback on drafts |
| Final Delivery | [Insert Date] | Submission of all deliverables |
Our approach combines strategic insight, creativity, and precision to ensure we meet and exceed your expectations. We’re committed to staying aligned with your goals at every step of the process.
[CTA: Reiterate availability for follow-ups or questions.]
Template 3: Case Study-Driven Value Proposition Template
Objective: Highlight your agency’s commitment to collaboration and long-term partnership.
Building Success Together: [Agency Name]’s Proposal for [Client Name]
1. Opening Message
Thank you for the opportunity to submit a proposal for [project name]. We’re excited about the chance to collaborate and bring your vision to life. This proposal highlights how our partnership will drive results and foster innovation.
2. Understanding Your Needs
[Briefly restate the client’s challenges and goals.]
Example: Your objective to create a cohesive brand experience is a challenge we’re uniquely equipped to tackle, thanks to our expertise in brand storytelling and multi-channel marketing.
3. Our Collaborative Process
[Focus on how you’ll work with the client to achieve their goals.]
Example:
Step 1: Kickoff Workshop
- Align on goals and expectations.
Step 2: Weekly Check-Ins - Ensure alignment and maintain transparency throughout the project.
Step 3: Post-Launch Support - Provide performance analysis and optimization suggestions.
4. Shared Success Stories
[Share client testimonials or collaborative success examples.]
5. Value-Driven Investment
[Focus on value, not just cost.]
Example: Our proposed investment of $40,000 ensures a high-impact, seamless project with built-in flexibility for your evolving needs.
6. Final Note
We’re excited to partner with [Client Name] on this exciting project. Together, we can create meaningful, measurable success. Let’s discuss the next steps at your convenience.
Takeaway Thoughts
RFP templates streamline the proposal process, saving time and ensuring consistent, high-quality responses. They help align your agency’s goals with the potential partners’ strengths, setting the foundation for successful collaborations.
Ready to step up your RFP game? Start today with with Hire Mia: AI Marketing Assistant, and you’ll be locking in the best partnerships in no time.
