What should you use to determine what to highlight in an RFP response?

• A. Use the client's evaluation criteria to determine what to highlight.
• B. Rely on your marketing brochure.
• C. Highlight only price.
• D. Ignore the RFP structure.

Answer: (A)

When crafting an RFP response, the core idea is to align your content with what the client will be evaluating. Start by identifying each evaluation criterion in the RFP and clearly map your capabilities to those criteria. Provide concrete, verifiable evidence for each point—specific outcomes, timelines, metrics, risk mitigation, and relevant references—so evaluators can see exactly how you meet their needs. This approach shows you understand what matters to the client and demonstrates your ability to deliver the desired results.

Relying on a marketing brochure tends to be too generic and push your overall story rather than directly addressing the evaluator’s questions. Likewise, highlighting only price undervalues other important factors like technical fit, value, and risk reduction. The RFP structure exists for a reason: following it helps ensure you cover every required section and present information in the order the client expects, making it easier for them to score your proposal.