We see a lot of different types of RFPs in our BD efforts:


some that seem tailor made for our solution and value
some that seem like the customer just wants a cheap solution
some that look as if the customer is just testing the waters and not sincere about making a decision or a change
some where the customer wants all of the value with none of the costs


This last type can be especially frustrating - the fit is there but the interest in investing in value isn't. Or worse, they want the superior solution you offer but want it at a price you can't meet.

It is in these situations where we can find ourselves in a bad spot, as discussed in a previous tip (Apples to Oranges, February, 2010). As BD professionals, it's important to make sure we don't get trapped in unfair comparisons where we are relegated to offering a superior solution while competing for low cost position against inferior solutions.

Here is a strategy to consider when responding to an RFP - provide alternative proposals. Your first proposal could be for your stripped-down solution and its associated price. The second proposal, sent completely independent of the first, could be positioned as "an alternative for your consideration". This could contain a more robust solution that you feel could provide improved outcomes and results, complete with the value positioning and investment associated with this superior solution. This proposal could whet the customer's interest and open up a dialogue on the solution and value you can bring to the table.

By using this strategy, we can compete on both an "apples to apples" and "apples to oranges" basis.