Evaluators on a government proposal are usually a small panel of agency staff with a score sheet, a stack of proposals and a deadline. They are looking for the answer to each requirement so they can give it points. Your job is to make that easy. In my experience, most losing proposals weren't bad. They were hard to score.
Here's the process I'd use for any RFP response, whether it's a federal agency or a small town.
Build a compliance matrix first
Before anyone writes a word, go through the solicitation and pull every "shall," "must," "will provide" and every submission instruction into a spreadsheet. Columns I use:
- Requirement text, quoted exactly
- Where it appears (section and page)
- Where we answer it (volume, section, page)
- Owner on our team
- Status
In a federal RFP, you'll cross-reference the statement of work (Section C) against the instructions (Section L) and evaluation factors (Section M). State and local RFPs don't use those section letters, but they have the same three parts somewhere. The guide to reading an RFP explains where to find them.
The matrix does two jobs. It keeps you from missing a requirement, and it gives you the outline for your response.
Mirror their structure
Organize your proposal in the order the instructions and evaluation criteria are listed, using their headings and numbering. If the RFP says "3.2 Transition Plan," your proposal should have a section titled "3.2 Transition Plan." Evaluators score against a checklist. Don't make them hunt.
Some RFPs ask you to include a copy of the compliance matrix in the proposal, and even when they don't, a short cross-reference table at the front is often welcome if page limits allow.
Answer the question, then support it
Each section should open with a direct answer. Weak proposals start with background ("Founded in 2009, Acme has a long history of...") and bury the commitment in paragraph four. Strong ones lead with it:
Weak: "Our experienced help desk team understands the importance of timely support and uses industry-leading tools to address issues."
Better: "We will answer 90% of help desk calls within 60 seconds and resolve priority 1 tickets within 4 hours, 24/7. Our two Tier 2 technicians are based in Fresno, 20 minutes from your main office. Last year we met these targets for Kings County in 11 of 12 months."
The second version gives a number the evaluator can score, a specific how, and evidence. Only commit to numbers you can actually meet, because they become contract obligations.
Write win themes they can score
Win themes are the two or three reasons the agency should pick you, tied to what they care about. Find them in the scope, the evaluation factors and anything you learned from the Q&A or talking with the buyer before the solicitation came out.
A good win theme is specific to this customer. "Customer service" is not a theme. "No disruption during the summer cutover, because we've migrated four districts' networks in the six-week window between school years" is one. Repeat your themes in the executive summary, in the relevant technical sections and in your past performance write-ups.
Past performance and references
Agencies weight past performance heavily in many best-value evaluations because it's the best predictor they have. Pick projects that match on scope, size and customer type. For each one, give:
- Customer name and a reference who will actually answer the phone
- Contract value and period
- What you did, in terms that match this RFP's scope
- Measurable results
Call your references before you list them. Tell them what the RFP is about and that an agency may contact them. An unreturned reference call can cost you points.
If you're new to public work, commercial projects of similar scope usually count; check the instructions. Some solicitations also allow past performance of key personnel or of a subcontractor. Teaming can help here (see subcontracting and teaming).
Follow formatting rules exactly
Page limits, fonts, margins, file formats and naming conventions are pass/fail in many solicitations. Common traps:
- Pages beyond the limit may not be read at all
- Tables and graphics often have to follow the same minimum font size
- Resumes, cover letters and forms may or may not count toward the limit; the instructions say which
- Pricing usually has to be in a separate volume and must not appear in the technical volume
- Portal uploads may reject large files or certain formats
If an instruction is ambiguous, ask during the Q&A period, not after.
Write plainly
Evaluators may not be technical experts. A facilities manager might be scoring your network design. Use short paragraphs, define acronyms, and use the agency's terms rather than your own product names. Use graphics where they actually explain something, such as a transition timeline or an org chart with names, not as decoration.
Cut phrases that could appear in anyone's proposal: "committed to excellence," "customer-focused," "best-in-class." If a competitor could paste the sentence into their proposal unchanged, it's filler.
Executive summary
Write it last, keep it to a page or two if allowed, and make it about the agency. State what they need, how you'll deliver it, why you're lower risk and your win themes. Some evaluators read the summary closely and skim the rest.
Review and proofread
Build review time into the schedule from the start. For a two-week turnaround, I'd aim for a complete draft by day 9. Then:
- Compliance review: someone checks every row of the matrix against the draft.
- Scoring review: someone who didn't write it scores it against the evaluation criteria as an evaluator would.
- Price check: pricing matches the scope, quantities and forms (see how to price a government bid).
- Proofread: names, numbers, the agency's name (copy-paste from an old proposal with the wrong county name happens more than anyone admits).
- Final package check: signatures, amendment acknowledgments, required forms, file names, submission method.
Submit a day early if you can. Portals go down, uploads fail, and a late proposal is usually rejected regardless of quality.
Keep a content library
After each proposal, save the reusable pieces: company descriptions, resumes, project write-ups, standard processes, certifications. Update them every time. By your fifth proposal you'll spend less time on boilerplate and more on what actually wins, which is tailoring the response to the specific buyer.
Frequently asked questions
What is a compliance matrix?
A spreadsheet listing every requirement and instruction in the solicitation, where it appears and where your proposal answers it. It prevents missed requirements and gives you the proposal outline.
What happens if my proposal goes over the page limit?
Many agencies will not read or score pages beyond the limit, and some treat it as noncompliance. Follow the page, font and format rules exactly.
Can I use commercial projects as past performance?
Often, yes, if they are similar in scope and size. Check the instructions, since some solicitations limit past performance to public-sector work or a recent time period.
Sources: www.acquisition.gov www.acquisition.gov www.acquisition.gov