sample cover letter for bid proposal

How to Write a Proposal Cover Letter: Examples + Free Template

Posted by: Cinthya Soto

Proposal cover letters are brief overviews that introduce the more in-depth content of a proposal. Cover letters are normally the first page of a proposal, making them the first impression you will give and your first opportunity to convince the reader to work with you. These letters directly communicate with the client and set the stage for the following proposal details.

If your proposal cover letter is not convincing enough, the reader might not read your entire proposal and choose a competitor. That’s why understanding the do’s and don’ts of proposal cover letter writing is crucial. 

In this blog, we’ll teach you how to structure and write a proposal cover letter, what makes a good and a bad proposal, and we even provide a free downloadable template for your firm to use. 

What Is a Proposal Cover Letter? 

A proposal cover letter is a letter that accompanies an RFP response or bid submission. Its primary purpose is to introduce the proposal, explain its relevance to the recipient, and persuade the reader of the value and credibility of what’s being offered. It sets the tone for the entire proposal, so make sure it’s well-crafted. 

The cover letter needs to be persuasive and blow your prospect away because it provides a first impression. Since it’s often the first thing the recipient will see, it plays a key role in the recipient’s decision to even consider reading the full proposal. 

The cover letter is frequently the initial opportunity for your proposal to align with the reader’s objectives. While it goes on top of the proposal, it shouldn’t be confused with an executive summary that outlines the main highlights of your proposal. 

Why Your Proposal Cover Letter Matters 

Your proposal cover letter is made up of the most important paragraphs you’ll ever write because it’s the section everyone will read. That’s why it’s essential to nail it, or you stand the chance of losing the project. A cover letter helps busy clients decide if they’re interested in reading the complete proposal. Therefore, having a winning proposal cover letter is equally important as the actual proposal. 

The proposal cover letter gives you a chance to leave clients with a memorable first impression. While proposals lean towards factual information, cover letters offer a more personal touch. Establishing an emotional connection from the beginning significantly increases the likelihood of the reader engaging with your entire proposal. 

What Should Be on a Proposal Cover Letter? 

Though the specifics of your proposal may vary based on the nature of your offer and your sector, the proposal cover letter should consistently stick to the following structure: 

Contact Information 

It’s essential to include your contact details, including your name, email, and phone number, as well as your organization’s information such as its name, email, phone number, website, and even its social media handles. For bonus points, include the link to your LinkedIn profile in the heading too so the reader can get a deeper understanding of who you are. 

Make these details easy to find by placing them at the top or bottom of the cover letter, ensuring they’re in a bold and easy-to-read font so potential clients have no problem finding them. Using the company’s letterhead for the letter not only ensures the inclusion of this information but also gives a professional touch. 

Greeting 

This is your chance to introduce your company and what you do. It’s your first opportunity to make a positive impression and establish a connection with the reader. 

Begin with a concise statement about your company. This could be your mission statement, a brief history, or an overview of what makes your organization unique. This is your chance to highlight areas where your company excels, which helps you establish credibility. 

Additionally, highlight your primary areas of specialization or the main services/products you offer. This will give the reader a clear understanding of your role and what you do. 

Summary  

Often, decision-makers are drowned in proposals, and they might not have the time or patience to go through every detail initially. A concise summary ensures that they can quickly understand your proposal’s primary objectives and value.

You should provide details about your value propositions at a high level and connect how they meet your client’s requirements. By summarizing how your proposal addresses the client’s specific challenges or needs, you can instantly resonate with them, emphasizing that your solution is tailored to their situation.

Offer 

Continuing to the offer, this is where you should further explain how you can provide a personalized solution. Clarify to the client the unique value your solution brings to solve their problem. 

Having captured your potential client’s interest, you now have to focus on keeping it. Achieve this by highlighting the clear benefits that directly compellingly address their challenges, making it easy to understand. 

While you’ll be mentioning how your work will benefit the prospect, you should also explain what they will win from choosing to work with you. 

Here are some tips on how you can accomplish this: 

• Select the three to five primary attributes of your solution 
• Explain their advantages for your client in a concise statement 
• Be straightforward– This is what we provide. This is how it solves your issue 

References 

In situations where multiple firms submit proposals, having strong and relevant references can set you apart from competitors. It offers an added layer of reassurance to prospective clients about your experience and competence. Essentially, relevant references help the client understand why they should choose you over others. 

References also show the prospective client or partner that others have trusted you and that you’ve delivered results. By showcasing references from satisfied clients or partners, you demonstrate that you have been trusted in the past, which can solve any insecurity or concerns the potential client might have. 

Visuals 

Visuals aren’t a must for proposal cover letters. However, they can enhance its impact by emphasizing crucial information. If you have a designer on your team, you can incorporate graphics that highlight the key points of the letter. 

Some examples of what this might look like: 

• Highlighting a customer satisfaction quote in a different font to make it stand out 
• Using callout boxes to draw attention to your key value propositions (especially helpful for busy teams skimming the page) 
• Using the company letterhead
• Including the signature from a senior person at your company 

Conclusion 

Similar to introductions, many cover letters tend to focus more on the body content than the concluding paragraph. However, ending on a powerful note is as crucial as creating a compelling start. It’s recommended to conclude your cover letter by highlighting a significant benefit and the value your project will offer to the company. 

Additionally, when wrapping up your proposal cover letter, always encourage them to continue by reading the complete proposal.

How to Write a Proposal Cover Letter 

Now that you know the structure to follow on the proposal cover letter, it’s time to go into the details of how to write a proposal letter. 

Powerful First Sentence 

Starting with a powerful opening sentence can grab the reader’s attention immediately, encourage them to continue reading, and make your proposal stand out among the endless others they may have received. It’s beneficial to use impactful verbs and straightforward wording to ensure your initial sentence remains engaging and brief.  

Demonstrate You Understand the Problem 

In any proposal, it’s essential to demonstrate to your client that you understand the problem they’re facing. Highlight their goals and the reasons behind your collaboration. Present the company’s challenges in an easily comprehensible manner. Dedicate a section to focus on the company’s concerns, and later in the cover letter, you can introduce the proposed solutions. 

Offer to Discuss the Proposal Further 

Before ending your cover letter, you should stress your readiness to dive deeper into the proposal and address any questions or concerns the reader might have. Additionally, this serves as a chance for you to propose a face-to-face meeting with the potential client to further increase your chances of landing the project. 

Thank the Issuer for the Opportunity 

In the cover letter, you have the opportunity to express gratitude to the proposal’s recipients. Recognizing their participation in the process and expressing appreciation for the opportunity not only demonstrates courtesy but also signals to all reviewers that you’ve closely read the RFP guidelines. 

Persuasive Closing

After completing the structure and details of your proposal cover letter, end with a persuasive closing demonstrating your understanding of the next steps. Clients want to understand how you’ll assist them in achieving their objectives and the next steps for moving forward. This demonstrates to them that you can simplify the process by detailing the necessary steps to advance. 

As mentioned earlier, you’ll want to encourage the reader to read the entire proposal. However, you should also mention the opportunity to discuss the proposal further. Some examples of what this might look like include: 

• “We look forward to the opportunity to discuss our proposal further.” 
• “Once you’ve had an opportunity to review our proposal, please don’t hesitate to reach out and follow up with any questions.” 
• “Our team will be following up in a week for an update and see if there are any additional ways we can support your team. “

Signature 

Don’t forget to include a signature! But who signs it? Who signs the proposal cover letter varies based on different factors. The person who has the relationship with the client is in charge of the strategy, and probably carried out the research leading to the proposal is typically the one that should sign the proposal cover letter. 

However, it’s recommended that you have the proposal cover letter signed by the individual with the highest authorization level, ideally someone the client knows. 

Otherwise, you should consider having the executive director of your organization sign the cover letter and include their contact details for professionalism. People to consider for signing the proposal cover letter include: 

• Executive director 
• Account manager  
• Executive of executives 
• CEO (a strategy used by small firms or when the RFP represents a large portion of a responder’s annual revenue) 
• Someone with a senior title 

What Makes a Good Proposal Cover Letter?

So, now we know how to structure a proposal cover letter and how to write one, but how can we make it stand out? Here are some tips you should follow to craft a good proposal cover letter. 

Capture Reader’s Attention Early 

Within the framework of a proposal, the first paragraph is the best chance you have to catch your reader’s interest. This means the introduction is one of the most essential parts of your proposal cover letter. It’s crucial to catch the reader’s attention immediately, so think of an engaging way to introduce yourself and your company. You can do this by finding a way to relate to them or showing that you understand their needs. 

Mirror Clients’ Words and Phrases 

When writing a proposal cover letter, it’s essential to align your language with the client’s terminology to show that you understand their needs. Failing to do so might not only display a lack of alignment and agreement. 

Prioritize the Prospect 

A common mistake is making a proposal letter about yourself. Clients aren’t focused on your achievements or your professional journey. They want to understand how you’ll assist them in reaching their objectives. Therefore, the cover letter should focus on how you plan to help the client in reaching their objectives.

If you do want to mention special company achievements, make sure they are relevant to your client’s objectives and provide value. 

Get Straight to the Point

Keep it simple. Be clear and avoid any uncertainty. Being unclear can break trust quickly. So, gather all your information before writing, so you don’t sound unsure. Make sure what you write is accurate. You’re the expert. Write confidently and avoid wasting your client’s (or your) time by putting unnecessary information in your proposal cover letter. The goal is to have clients read to the conclusion and sign. 

Stand Out From the Competition

The proposal cover letter shows that you understand the client’s worries. It helps you be different from others and encourages clients to read your entire proposal. After reading the cover letter, they can then look at the more detailed parts.

Moreover, the proposal cover letter is your first chance to highlight your value proposition and what makes your offer unique compared to others. For the cover letter, you should focus on how you can distinguish yourself from competitors.  You don’t want to “sound” the same as the competition. 

RFP Cover Letter Mistakes to Avoid 

Now that we’ve seen what makes a cover letter good, let’s take a look at what makes a cover letter bad. Here are the proposal cover letter mistakes to avoid. 

Repeating the Executive Summary 

Avoid repeating content from the executive summary within your proposal cover letter. Each document — the executive summary, proposal, and cover letter — should be separate. Repetitive information can damage the impact of your message and possibly bore or discourage the reader. 

Not Utilizing the Right Software 

When creating RFP responses, you need to manage digital assets while keeping everything accurate and up to date. With the right software, like a DAM system , you can store and manage all your project images, videos, and other media in one place. This makes it easy to find and incorporate the most relevant and impressive visuals into your RFP to make it more compelling.

With a DAM, you can quickly search, access, and integrate assets from the software directly into your RFP documents. This means that with the right DAM integrations for your industry, you can create documents in seconds with pre-designed templates. 

Additionally, a DAM helps ensure that all images and media used are in line with your brand guidelines and accessed by the right people. 

TIP: Want to know more ways a digital asset management (DAM) system can help you create RFP responses and win more clients? Read our Ultimate DAM Guide now. 

Not Reading the RFP Multiple Times

Overlooking details is the first challenge in the RFP response process. The data presented by the client within the RFP serves to guide and inform your proposal. Hence, it’s crucial to carefully review the RFP multiple times to ensure all essential elements are seen and there is no critical information missing. 

Moreover, if you don’t follow the client’s RFP guidelines, they’ll most likely ignore your response, and all your effort will be lost to those who did thoroughly read the RFP.

Not Understanding the Client’s Needs 

This might seem like a general mistake, but it’s a big one. If you don’t understand what the client wants, your whole response won’t matter. For this reason, you need to read the RFP carefully to know what the client looking for. Don’t send a proposal that’s missing details or doesn’t match what they need. 

Making the Length Too Long 

Your cover letter should always be one page unless you’re dealing with a long proposal of 100+ pages. If you do end up with a longer cover letter, it might be because you are including too much detail. Instead of describing every detail of your proposal (save that for the executive summary), focus on the top three aspects that will catch the reader’s attention. This will leave the reader wanting to know more, encouraging them to read the entire proposal.  

Proposal Cover Letter Examples 

It’s time to take a look at good proposal cover letter examples to help you further understand what is expected. 

Construction Proposal Letter Example 

Here is a construction RFP response cover letter example that works: 

Source: Examples   

Architecture RFP Cover Page Example

Here is an architecture RFP cover page example that works: 

Source: Utley Strategies 

Engineering Cover Letter for a Proposal 

Here is an engineering cover letter example that works: 

Free Cover Letter for Proposal Template 

Below, you can download a FREE proposal cover letter template made for the AEC industry from OpenAsset partner and proposal writing guru, Rachelle Ray. Just enter your name and email for immediate access.

AEC Cover Letter Template

Responding to an RFP? The downloadable RFP cover letter sample has the structure you need for a proposal cover letter that wins more clients. 

How to Create Quality Proposal Cover Letters Every Time 

Creating quality proposal cover letters every time isn’t an easy task. However, as the #1 DAM for AEC and Real Estate, OpenAsset can help you find, share, and use the digital assets you need to create high-quality AEC proposals quickly and easily. 

With dozens of integrations and useful features, OpenAsset makes it easy to share and manage the heavy amounts of digital assets needed to create winning proposals . 

Get your free downloadable proposal cover letter template today. And if you’d like to learn more about our DAM technology, you can reach out to one of our digital asset experts today to schedule a demo . 

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Here’s What to Include in an RFP Cover Letter

Table of Contents

You never get a second chance to make a first impression. The same is true when responding to Request for Proposal (RFP) opportunities . A successful RFP response establishes its tone immediately through a well-thought-out cover letter. RFP cover letters include an overview detailing why your organization is best suited to meet the issuer’s needs.  

An effective cover letter for a bid proposal sets clear expectations for your proposal from the start, which makes a world of difference in the eyes of a reviewer. So, the question evidently becomes how can you ensure your Request for Proposal’s cover letter is as impactful as possible?

Here are our five tips for writing the perfect RFP cover letter:

Reuse Previous Content Strategically in Your RFP Cover Letter

When responding to multiple RFPs, it’s not uncommon to leverage standardized responses and templates. There’s nothing inherently problematic about including reused content as long as it’s directly relevant to the bid at hand. Problems present themselves when the writer neglects to tailor the cover letter response to the requesting organization. There’s arguably nothing worse than accidentally forgetting to omit the name of another organization in your cover letter. Just pay close attention to details and include bid-specific content in your response.

Match the Requesting Organization’s Tone in Your RFP Cover Letter

If you’re responding to a potential government contract, you most likely want to keep things simple and straightforward. But, if you’re instead responding to an RFP from an innovative startup, some creativity through imagery won’t hurt.

Imagine writing a letter to your mom. Now, imagine writing a letter to your best friend. Those letters are going to sound very different. They should, right? You’re matching their tones. So, include language that matches the tone of the bid in your RFP cover letters.

Include Specific References to the Opportunity for Which You’re Applying

Identify one or two unique characteristics about the requesting organization and incorporate them into your overview. For example, if the RFP involves work in a rural community, reference your organization’s specific experience driving progress in similar contexts. From there, focus on three or four key needs of your potential client. Explain how your team is uniquely situated to deliver solutions in these specific areas and provide examples that demonstrate the positive impact your team can provide.

Trust us, the person reviewing your bid response wants to know that real thought and effort were applied. Investing energy into providing a few personalized details in the RFP cover letter will pay dividends for your entire proposal.

Address Your RFP Cover Letter to a Specific Contact Person at the Requesting Organization

More often than not, the person to whom you addressed the actual bid response is also the person reading said bid response. And, usually, that contact person has a role in the evaluation of the response itself, helping choose the winning entity. As you would with any letter, you should address the letter to that individual, not an entire organization or “whomever this may concern.”

Conclude the RFP Cover Letter With a Call-to-Action

Express your willingness to discuss any aspect of your proposal in greater detail with the reviewer at any time. You may also offer additional references or point them in the direction of collateral that will help in their decision-making. For example, some organizations have websites that the issuing party may not know about. Do you have an impressive website, a notable reference or a highly publicized project? If so, mentioning it off the bat in your cover letter gives you a leg-up on the competition. It also makes your response more memorable.

If you follow the tips above, your cover letter for your bid proposal will provide an effective introduction that’s specific, concise and intriguing. The remainder of your bid will expound on the key points raised in the cover letter. But the objective of the cover letter is simply to prove your organization’s response is well worth a closer look. From there, your team will be in a great position to close the deal!

You Don’t Have to Go It Alone

As an organization founded by proposal experts who help clients on both sides of the RFP marketplace with our Bid Builder and Bid Manager services (read a few Case Studies !), we have a unique perspective on how successful cover letters are created and reviewed. The Bid Lab helps businesses navigate the RFP process from inception to submission. Find opportunities to use that cover letter with Bid Banana , the user-friendly RFP search engine. And if your organization needs help writing a compelling cover letter, then contact us now for a complimentary consultation at 1-844-4BIDLAB or by emailing [email protected] .

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A great cover letter can help you get started with your first bid. Download our proven template below and get a sneak peek into our secret sauce.

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5 Tips for Writing a Better RFP Cover Letter

May 17, 2021.

Table of Contents

RFP cover letter template

When responding to a request for proposal (RFP) you may be asked to include an RFP cover letter. RFPs are used by local and federal governments and organizations in order to procure goods or services.

Your RFP cover letter will be the first thing that the contracting authority will read when looking at your proposal. Due to this, you want to make a good first impression, conveying your excitement about the opportunity. RFPs are greatly competitive so you want to stand out from other vendors.

What is an RFP cover letter?

First, let’s address the simplest question regarding what an RFP cover letter actually is. Your RFP cover letter is the first thing a contractor will see when looking at your RFP proposal . It should be no more than one page in length, and it’s almost always required with a request for proposal.

It’s more of a conversational introduction to your RFP response and your chance to tell a little bit about yourself. You could think of it as a cover letter for a job application. It is kind of similar, as you’re wanting the contracting authority to hire your business for the contract. You should detail what you’ll offer them and why you think they’ll benefit from hiring you.

Why is an RFP cover letter needed?

You would be forgiven for wondering what difference an RFP cover letter actually makes to the bid process. Well, if you think about it, your RFP cover letter is essentially your business’s first impression to a contractor. As you know, first impressions count and while the cover letters aren’t usually marked, you should still make the effort. This is why it’s just as crucial as your bid proposal and why you should put in the time.

DOWNLOAD FREE COVER LETTER TEMPLATE

What’s the difference between an rfp cover letter and an executive summary.

When talking about RFP cover letters, you’ll often hear the term of an executive summary thrown around. However, they are quite different. An executive summary is a high-level overview of your RFP response. It should capture the most important elements of your proposal on one page.

As I’m sure you’re aware, your RFP response can range from 10-pages to 50. Many contracting authorities have stakeholders that are key in the decision-making process. They don’t always have the time to read multiple 50-page proposals. This is when the executive summary comes in. They can have a read and understand a vendor’s proposal in mere minutes.

An RFP cover letter:

• Reiterates details from your RFP (including company name and the service or product requested)
• States that you’re bidding for their contract by responding to the RFP
• Explains why your organization is qualified to respond to the RFP
• Reveals the key benefits they’ll experience while working with your business
• Demonstrates your excitement for the potential partnership.

The cover letter should give the contractor the context of who you are before reading about what you do.

Here’s our go-to RFP cover letter template:

You may be wondering how to make your government bid RFP cover letter stand out. Below is our go-to RFP cover letter template that can help you outshine your competitors. Typically, there are five key points you want to cover in your letter.

Address your letter to a named contact at the organization

Always address your cover letter to a named contact within the contracting organization. If you’re not sure, get in touch and find out. Ask for the names of the key contacts that weigh in on the final decision.

Specifically addressing key personnel shows that you put the effort in to find out who is involved in the project. It will also increase your chances that they will actually read the cover letter. It suggests that you’re invested in developing a deeper professional relationship. Starting your letter with “To whom it may concern” suggests laziness and that it’s a generic copy and paste job. If all it takes is a simple phone call to find a name, why not give them a ring? Those two minutes can score you extra brownie points and show that you’ve done your research.

Introduction and greeting

Don’t start off your RFP cover letter thanking the commissioner. It’s overdone and boring and is likely what all your competitors will be doing. Put yourself in the commissioner’s shoes, if you’re reading 30 cover letters starting the same, it’s a little repetitive. You want to stand out and be memorable. Try starting with something complementary and specific about the contracting authority. This demonstrates that you have done your homework and that it isn’t just another generic cover letter.

Summary of RFP needs

You should convey that you understand what the commissioner is needed from their RFP. The evaluator doesn’t want to read a boring, robotic cover letter. You want to demonstrate you not only understand their business but their needs and how to best deliver them.

Your business qualifications and unique selling point

This section should highlight your business qualifications and differentiators. Include your business’s unique selling points (USP) and what you excel at. Here, you should really be persuasive and sell your company. Do you have any innovative solutions or cutting-edge features? Do you excel at customer support? This is the time and place to proudly showcase these to the commissioner.

A closing call to action

Concluding your cover letter with a closing call to action is a great way to close the pitch. After all, your RFP cover letter is basically a sales communication. Remember to thank them for their time and consideration for the contract and opportunity. You should state what you want them to do next and who they can contact should they need it. For example:

• Let me know if I can put you in touch with another client for a reference
• Please reach out with any questions you may have
• Should you need any further information to move this process forward, please let us know.

  Tips on how to make your RFP cover letter stand out

As mentioned above, your cover letter should go against the grain. You want to stand out and be memorable and this is your chance. Below are some helpful tips on how to make your RFP cover letter stand out:

• Match your tone to that of the contracting authority
• Keep it fresh and genuine, the evaluators are human after all
• Stay true to your brand, if your business prides itself on being down to earth, use that style
• Be creative with your formatting, including a branded heading is always a nice touch.

So, hopefully, you have a better idea of how to create a memorable RFP cover letter. Avoid being generic and unspecific. Show the contracting authority that you’ve done your homework and are excited to work with them. An RFP Consultant will be able to help you with the whole RFP process. They understand what commissioners are looking for and how to best convey it.

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• RFP Writing

Our RFP Writing service is the perfect solution to ensure that you submit a high-quality bid, even when you’re busy. Our RFP Writers will break down the solicitation documents, allowing you to see what the bid and the contract involves. This will help to ensure that you have all the specified evidence and meet the requirements of the contracting authority. Our RFP Writers will then craft persuasive, high-quality responses, attach supporting evidence and even submit the bid on your behalf.  Upload the solicitation documents  for a free quote.

Have you already written a bid but need a second pair of eyes to review your work? Our RFP Mentor service will do just that. Simply send over your bid responses and the solicitation documents. Our writers will then assess your work, ensuring that your responses are in line with the specification. They will also check for any spelling or grammar errors. You can then submit your bid with confidence.  Upload your work  for a free quote.

• Proposal Ready

Do you need help with preparing a bid proposal? Proposal Ready can help businesses that are new to tendering or those in need of rejuvenating their content. Our Bid Consultants can offer you proposal writing services , creating:

• 3 designed and company branded case studies
• 5 company branded and professionally designed resumes for key personnel
• 1 company branded bid proposal credentials document that can be used to respond to future RFPs.

Find more helpful tips and advice in our blogs. We cover topics including:

• Working with RFP Writers
• Government bids
• Federal contract bids
• RFP cover letters
• Government RFPs
• Bid proposals
• Federal government RFPs
• RFP Consultants
• How technical Bid Writers can help your business
• And many more.

All information and data on this blog site is for informational purposes only.  Hudson Outsourcing LLC make no representations as to accuracy, completeness, suitability, or validity, of any information.  Hudson Outsourcing LLC will not be liable for any errors, omissions, or any losses, injuries, or damages arising from its display or use.  All information is provided AS IS with no warranties and confers no rights.

Hudson Outsourcing LLC will not be responsible for any material that is found at the end of the links that may be posted on this blog site. 

Because the information on this blog is based on Hudson Outsourcing LLC’s own opinion and experience, it should not be considered professional financial investment advice.  The ideas and bidding strategies should never be used without first assessing your own personal and financial situation, or without consulting a financial professional.  Hudson Outsourcing LLC’s thoughts and opinions will also change from time to time as the market changes and as Hudson Outsourcing LLC develops.

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How To Write a Killer Proposal Cover Letter

In general, the three pieces of your proposal that will be read and examined properly are:

• Cover letter / Introduction / Executive Summary

This isn’t a guess. Hundreds of thousands of proposals have been sent using our software Better Proposals and we’re able to pull together statistics from that. We’ve learned that most of the time people spend on a proposal is in those three areas.

This is the meat of your proposals and the content your customer is most interested in. Make their agreement process easy by spending some extra time on these sections. 

Of course, when using Better Proposals, the extra time  isn't a lot since we speed up your proposal process and give you more time to spend on the creative process. 

Digging Deep

That said, the most important thing to include in your proposal letter is that you understand the reader's needs and long-term goals.

This extends beyond simply telling them that they want a quote on a [fill in the blank]. 

In your meeting with the prospect, you should be digging deep into why they really want it. What are the underlying reasons behind it?

I've spoken about this in this video detailing why most people write their introduction or cover letter wrong.

Try to understand the benefits they expect you to bring them, their budget and whether they have some examples for the solution they want you to provide.

You should know all of this before you even start writing your proposed solution.

Let's look at an example

Your client might say “we need a new website because ours is outdated”. Okay, but what will an up-to-date one do? “Bring us more leads”. Okay, so what you really want is more leads.

You see? And you can go far deeper.

“What’s wrong with the number of leads you’re getting at the moment?” “Why is that even a problem?”

What you might find is that they’re scared their new competition across the road is going to put them out of business in a year if they don’t act fast. Now you have the information you need.

At this point, your proposal letter is about addressing the REAL fears, situations and options rather than at just a surface level.

Clients love to hear their own words in your proposal letter. It gives them confidence in their choice and shows them that you listened.

Now, the rest of your proposal is going to contain details about your plan, your pricing, why you’re different and your case studies. That's what all the best proposal examples include.

If your proposal letter addresses their real issues then you can guarantee that it's going to be read cover to cover.

What is a cover letter?

In the world of business proposals, a cover letter is the initial part of your proposal where you explain that you know the client’s situation and you know exactly how to solve their problem.

The best proposal letters I’ve seen weren’t written with amazing language. What made them stand out is that the person writing them listened carefully to the client before sitting down and writing the proposal letter. 

They highlight how their process will help the client achieve their long-term goals. 

My advice is to use simple language all through your document. Avoid technical jargon and make sure that the client understands everything that is being said.

After all, they will have less technical knowledge than you and also, people tend to mistrust things they can't understand. 

Why do you need a cover letter?

Simply put, the client reading the business proposal needs to get engaged to read the whole thing before signing.

You could just give them a detailed specification right from the bat, but that will make the client too focused on numbers and specific results.

The proposal letter shows them that you’re listening and it gets them “hooked” to start reading.

After they’re done with the cover letter, they can move on to the more technical bits in the detailed specification.

Make sure to keep your proposal letter short, not longer than one page. You should keep your client in mind when you write a proposal letter. Don't expect them to give you too much of their time. 

The connection between a cover letter and a business proposal?

In general, the cover letter is the part that comes before the actual business proposal. Sometimes, this is called a cover letter but we prefer calling it the introduction.

In other words, the cover letter is the first and perhaps the most important element of a business proposal.

Every good business proposal needs to have an introduction. We talk about introductions quite often in our articles, but don’t get confused - it’s the same thing as a cover letter.

The elements of a business cover letter

There are several things that every great cover letter needs. Here are a few to get you started:

• You need to talk about the client - not yourself. Don’t brag about your projects, awards, portfolio, etc.
• Talk “back” at the client - use their own words and expressions from your meetings and discovery calls
• Don’t get too technical - leave that for the next section
• Keep it short and to the point - the aim is to get clients to read through to the end and sign.

When addressing the problem at hand, don't place the blame on your potential client. They know that there is an issue that needs fixing and that's why they asked you for a business proposal. 

You're here to fix the issue, not dwell on it. Keep your introduction positive and set your client up for a good reading experience. 

The cover letter structure

While the content of your proposal will depend on the offer and your industry, the proposal letter should always follow this guide.

Opening sentence

This is the most important part of your proposal. I personally prefer to hit them on the head with a sledgehammer and get right to the point.

Shock them into reading on and learning more. Here's an example using a website design quote:

“You’re busy so I’ll get to the point. The purpose of your new website is to generate enough leads to give your sales team such an easy job they crush your competition without even trying. I’m aware that sounds obnoxious but the rest of this document will explain where that confidence comes from. The website is a means to an end. Anyone can make you a new website but what you’re after isn’t just a pretty picture. You need results and that’s what we do. We’re a results based company and ultimately so are you.”

You're saying something strange. You're suggesting that the website isn't important - that's supposed to be your core skill (in this example), but what happens when you do this is you come across like you're telling them something they shouldn't know.

Like it's a secret.

What happens when someone tells you a secret? You trust them.

Vibe of the letter

The vibe should be direct and void of any indecision. Nothing breaks trust faster than indecision.

This is why it's so vital that you get the information you need beforehand so you're not writing with 'maybes', 'sometimes' and 'ifs' in your voice.

Be sure about what you're saying.

You are the expert. Write like one.

Another mistake that people often make is focusing too much on themselves in the proposal letter. Your client doesn't care about your accolades and what inspired you to go into your line of work. 

Think about it like this. If you reach out to a cleaning agency, you would want to receive a proposal that outlines their services and prices. 

You're not looking forward to reading a proposal letter that explains how the owner got their passion for cleaning. 

The clients want to read about how you'll help them reach their goals and what your next steps are.

When you're closing your proposal's cover letter , always invite them to read the rest of the proposal.

Without fear of it sounding generic, I always like to see people pointing their readers in the way of the case study they've included. It proves that you are the perfect company for the job .

It's a nice lead-on.

Proposal letter template

Now that you know exactly what to write in your executive summary, let's see it in action in this proposal letter example. 

When you use Better Proposals to create and send business proposals, you severely speed up the whole process. 

Since all of our documents are web-based, they get sent as secure links to your clients. Once they open the business proposal, they get treated to a beautifully designed cover page. 

It helps you give a good first impression. 

After the cover page, your client will open the introduction page. If you received a formal request for proposal (RFP), you'll know exactly who to address. 

Once you do that, highlight your reason for sending the proposal - i.e. the problem at hand and your solution for it. 

As you can see in our proposal letter template, you should keep it brief and get straight to your points. 

Since you won them over with a great first paragraph, you can continue your proposal introduction by addressing the process you plan on using. 

After you write a proposal letter once, you'll see how easy it can be when utilizing our software and educational materials. You can find the right proposal letter template and customize it to your needs. 

Cover letters set the tone for the rest of your business proposal, so make sure you do a good job and don't ruin your chances of gaining a new opportunity to work. 

Common proposal introduction mistakes

The elements that affect your executive summary are:

• your industry
• whether a client issued a formal request for a proposal
• does your proposal include a contract

The industry

Your industry will dictate the tone of the proposal, as well as specific details in your executive summary. If you're selling software, you need to explain how you'll research the market and find ut the targeted audience. 

Don't expect the prospect to know every intricate thing about your industry. You need to find the right balance for the amount of information you'll share. 

If the person you're sending the proposal to didn't request it, you need to address the reason for contacting them straight from the beginning. It would be a good idea to address the value, cost and timescales. 

You could also sign your proposal letter in order to make it more personal. 

Proposal software

When you're using proposal software, you don't want the client to print out your document. Because you want them to read the proposal online and utilize the digital signature option in order to speed up the sales process. 

If you want to make sure your recipient is reading your proposal on a screen, keep it in mind when creating the proposal letter. It should be easy to get through, meaning you should break up your text with visuals. 

Furthermore, printing can affect the conversion rate of your proposal. Our research shows that printing decreases your conversion chances by 88%.

What to include in the rest of the proposal?

Once you write a great introduction, you need to focus on the rest of your business proposal.

If you want to win clients' hearts and create a winning proposal, we suggest focusing on benefits, showing the value of your products and services and knowing the clients' budget.

We suggest you start by reading our guide on proposal writing. It will give you great insight into how to win new business. 

Utilize our ideas in order to create professional-looking proposals that will help you win the job and achieve success.

Our guide includes proposal details that will help you set yourself apart from the competition and give you ideas on bettering your business proposals. The more professional your sales documents are, the easier you'll sell your solution. 

Extra tip 

Make sure to use proposal AI, which will give you actionable tips on how to improve your business proposal. It works by comparing your documents to other successfully sent proposals from our platform.

Writing a great proposal letter is one of the most important skills that you can have as a salesperson or business owner.

If you can do this effectively then you simply increase your sales and win better jobs, more often and at a higher price point. The more professional your business proposal is, the better your chances of winning over a client's heart are.

There are some great examples in the Example Proposal Templates section of our site. I encourage you to take a look and crib from them what you like.

If you like what you see, sign up for a free trial and streamline your sales process.

How We Redesigned the Better Proposals Website and Product in 21 Days

For a while now we've felt like the Better Proposals website and system could do with a little love. A spruce up here and there, tidying things up, removing old stuff - a spring clean as such

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5 Simple Steps to Writing a Better Proposal Cover Letter [+ Examples]

From getting the prospect’s attention to showing you have the right solution, your proposal’s cover letter has a big job to do. I’m breaking down 15 examples to show you how to create your most persuasive cover letter ever, one that makes prospects excited to read on and sign on the dotted line.

Proposal cover letters.

Does that phrase strike fear in your heart? Or at least give you some anxiety?

From job applications to business proposals, writing a good cover letter, executive summary, or some other introduction isn’t easy.

So, this post will give you an easy-to-follow five-step process to create a killer CUSTOMIZED cover letter for every proposal you send out.

A proposal cover letter is important. It’s your proposal’s first impression with your prospect. It sets the tone, for better or for worse. And writing it can sometimes provide clarity on what should or shouldn’t be included in your proposal.

It shouldn’t be something you slap together before moving on to the ‘meat’ of the proposal or a dull fill-in-the-blank exercise that ends up sounding more canned than Campbell’s.

No more chunky and clunky cover letters.

But, at the same time, you can’t spend hours upon hours crafting a bespoke one. You have a deal waiting on that proposal to get done.

So, what you need is a good writing formula.

I’m borrowing from the outline that my colleague Jennifer set out in her proposal executive summary post . She knows what’s up, having written dozens of cover letters/executive summaries during her time in the digital agency world.

If you’re looking for the why and when, plus some dos and don’ts, of writing one of these bad boys, be sure to check out her post.

Now, let’s dive into the who, what, where, and how here, including some examples.

Executive summary vs. cover letter

What do these phrases actually mean?

It’s tricky because the terms ‘executive summary’ and ‘cover letter’ are sometimes used interchangeably in the world of proposals.

I mean, I just used both in the intro to this very post.

Me taking a photo of the culprit.

You might also hear other terms, like overview or introduction, being tossed around for this piece of proposal writing. But rest assured we’re all talking about the same thing.

Technically, there is some nuance to how each of these sections function in a B2B proposal.

First, a proposal cover letter and an executive summary have some things in common:

• They should appear at the beginning of your proposal.
• They should be one page long, maximum.
• They should be prospect-focused.
• They should NOT be overly sales-y or pitchy.
• They should NOT be a detailed rehash of the entire proposal.
• They should get the recipient excited to read on.

Now, here’s where they differ.

What is a proposal cover letter?

A proposal cover letter:

• Is more conversational.
• Is formatted as a letter with salutation and sign-off.
• Doesn’t contain strategy or execution.
• Can be more persuasive (like how a cover letter for a job mentions why you’re the best person for it).

What is a proposal executive summary?

A proposal executive summary:

• May be formatted as a statement.
• Tells the story of how you provide solutions for your clients and the impact (evidence) of your solutions.
• Stays quite high-level.

Sometimes a prospect will specify that your proposal should include one or the other or both, like when you’re responding to an RFP . However, if there are no client specifications it’s up to you which one you include, how you write and structure it, and what you want to label that section in your proposal document.

Okay, now let’s get writing—with some examples to help you visualize the steps and tips.

How to write a cover letter for your proposal in 5 simple steps

One of the hardest aspects of writing a cover letter is including all the information you want to convey while keeping it as brief as possible and being compelling or even entertaining at the same time.

It’s okay. Here’s how to achieve all that in just five steps.

Step 1: Get their attention Step 2: Show you understand the challenge Step 3: Show you have the right solution Step 4: Show your work Step 5: Tell them what’s next

Step 1: Get their attention

“Snoozefest Co. is excited to submit this proposal to you.”

Are they though?

It reads more like this to a prospective client: “Snoozefest Co. is going through the motions in this proposal intro so we can cash your cheque.”

This is the very first thing the prospect will read in your business proposal! It needs to grab some attention.

Here are some examples of more impactful ways to open your cover letter.

Cover Letter Example 1 - Business consulting

Cover Letter Example 2 - Electrical

Cover Letter Example 3 - Public relations

Why these examples work

They put the focus on the client.

Congratulate them on a recent (relevant) company achievement. Show that you get what it’s like to be in their shoes . Offer up a fun fact or industry statistic that signals you’re already thinking about their market niche.

They build curiosity.

Segue your way to success. Each of these first paragraph examples creates build-up, curiosity, and excitement for what the prospect will read next and throughout the rest of the proposal. Ask a question. Don’t give away all the answers just yet. (what is the “light at the end of the tunnel”?)

They start to allude to the pain point.

You’ll go more in-depth into the challenges you’re solving in the next few paragraphs but it’s good to get it out there up top. It could be more explicit, like in example 1 (how to go from good to great when you’re already at capacity), or it could be more subtle, like how the specific mention of “heritage home” starts to set up the challenge in example 2.

Step 2: Show you understand the challenge

Sometimes when we write, we gloss over the pain point. It can be awkward to write about the challenges someone is facing in their professional life; you don’t want to suggest they don’t know what they’re doing or they’re not good at their job.

In a cover letter, though, it’s essential to dig into the ‘pain point’ they’re feeling in order to close the deal. Showing you understand the obstacles they’re facing is the best way to position your company as the only solution to their challenges. (See Step 3.)

But avoid any urge to make it about you. It can come off as “Look how smart I am!” Again, turn it back to the prospect. A good way to do this is to make sure you use the word ‘you’ more than ‘I’ or ‘we’ in this section.

Cover Letter Example 4 - Legal services

Cover Letter Example 5 - SaaS/Social

Cover Letter Example 6 - Insurance

Why these examples work:

They say what the prospect is likely thinking.

Show you understand all aspects of the prospect’s challenge by bringing up objections before they have a chance to, and then knock them down. Legal advice is too expensive and complicated? Not when you partner with us!

They’re complimentary.

Butter your prospect up a bit. They’re not experiencing these challenges that you understand so well because they’re bad at their jobs. No, maybe it’s just a resourcing issue! Like in Example 5, you can position your team as the experts who take challenging tasks off people’s plates.

They show off the benefits of doing business with an expert.

Give them peace of mind. You’ve done this before and this isn’t your first rodeo. You see and understand the full challenge so you can help clients avoid problems before they crop up.

Step 3: Show you have the right solution

Okay, NOW you can talk about yourself. With a few cautions:

• Keep it relevant. Your company’s Best Float win at the local parade is cool and all but now’s not the time.
• Keep it concise. It’s time to ‘elevator pitch’ your solution.
• And keep it upbeat without overhyping. You want your solution to sound attractive, but don’t write cheques with your cover letter that the rest of the proposal can’t cash.

Cover Letter Example 7 - Solar

Cover Letter Example 8 - Web design

Cover Letter Example 9 - PR

They keep things high-level

No need to outline the eight different ways you’ll test their website or every single PR tactic you’ll use. This isn’t a book report on your proposal.

They still stay specific.

“Public relations...creates and maintains your public image, and positions you as a leader in your industry” is better than “we make you look good”.

But notice that these examples don’t use jargon. If a jargon-y phrase is used, like responsive design, it’s immediately explained in a non-technical way. Stick to plain language like this, unless you cater to a highly-specialized specialized audience that will understand acronyms and look for that industry-insider lingo.

They show how you’re putting everything on the table.

Look at how these cover letters talk about the sales document they’re about to read over. For example, the proposal is not just a package; it’s a “comprehensive package”.

It’s the difference between presenting the proposal as ‘here’s some info’ and ‘we’re presenting you with all the details, including facts and figures’. Let the reader know that your proposal gives them everything they need to make an informed decision.

Step 4: Show your work

Time for a not-so-humble humblebrag .

Maybe it’s a team skill set you’re known for. Or some original research you’ve done that would resonate with this prospect.

You could showcase how your company is a power-player in your niche via previous work you’re especially proud of or awards you’ve received. Or give a quick preview of your proprietary process.

Basically, the information you include in this paragraph should provide an answer to the question on every prospect’s mind: why should they work with you ?

Cover Letter Example 10 - Exterior pressure washing

Cover Letter Example 11 - Content marketing

Cover Letter Example 12 - Construction

They give the references some ‘meat’.

If you’re talking about existing customers, don’t just name drop. Highlight some impressive outcomes you’ve achieved for them as well. For example, they didn’t just construct a building at NYU, it’s an award-winning building they built at NYU.

They cite the facts.

If there’s a specific accreditation that clients will need to know about (i.e.: are you licensed, bonded, board-approved, etc.?), now’s the time to mention it. Basically, anything that would differentiate you from competitors. In a market dominated by big national brands? Talk about how your business is family-run. Or vice-versa.

They go granular but don’t get into the nitty-gritty.

Again, be as specific as possible without going into too much detail.

Talking about “our process” is okay. But “Our four-step process” is an ideal amount of information for the purposes of this cover letter since you’re going to explain the steps later on in the proposal.

Step 5: Tell them what’s next

Your sales team wouldn’t end a sales call without discussing next steps. Your proposal cover letter is no different.

The closing is your chance to set expectations, either for the prospect or yourself. Don’t forget that you have to keep your end of the bargain. If your cover letter says you’ll follow up with them in a certain amount of time, for Pete Campbell’s sake, do it.

(Bonus: If you’re using proposal software, you’ll be notified when your prospect opens your proposal so you can perfectly time your follow up.)

Cover Letter Example 13 - Construction

Cover Letter Example 14 - Financial Services

Cover Letter Example 15 - Public Relations

They show how the vendor and the prospect together.

Why will this specific partnership work? You’ve talked about them, you’ve talked about yourself, now it’s time to talk about why you’ll go together like a square-hole colander and quinoa. (A square shape keeps the round grains from falling through while you’re rinsing it. Obviously.)

They ask for the sale.

You’ve refrained from selling throughout this cover letter. Now’s the time to ask for the close. Don’t shy away from presuming that you’ll be the winning proposal, that you “hope” they’ll pick you.

They talk about the next steps.

What literally happens next? Should they sign now? Will you be meeting to walk through the proposal before a signature is expected? Are you going to follow up with them? Let the reader know what’s expected of them and what they should expect from you.

A quick caveat before you rush off to write your proposal

There you have it. And now you just plug these pieces into your cover letter and copy these examples word for word and…

Not so fast.

The 15 example snippets above are all pulled from our proposal templates , all written by professional writers. Templates and samples like these are amazing starting points. But they aren’t the end-all, be-all.

Notice that all these samples are written in a slightly different voice? How you word your proposal if you’re in legal or financial services might be different than how you would write one in the marketing industry or the world of pressure washing.

And how YOU word your proposal should be consistent with your brand voice, including language, tone, and style . The information you include should speak to YOUR ideal customer. Remember, the cover letter is your proposal’s first opportunity to persuade your prospect that you’re the best choice to hire.

Conversions don’t come from canned, uncustomized content. Use these steps and examples as the catalyst for your own authentic version of a pitch-perfect cover letter for your proposal.

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• Construction

How to Write a Tender Cover Letter That Wins Construction Bids

The tender process is a relatively straightforward series of stages – from issuing the tender documents to awarding the contracts. However, in the construction industry, tendering can be incredibly competitive for building projects. It’s not enough to simply offer the lowest price; the key is to provide the best value and demonstrate that you are the top contractor for the job, based on quality, price, and service.

Whether it’s corporate clients or government agencies, you need to attach a construction cover letter when you submit your tender document to gain an edge right at the onset. It’s not a requirement, but it can highlight the main reasons why you should be awarded the contract, especially if you can show your success on similar projects.

Our Top Tips for Winning Construction Bids

In this blog post, we’ll go through what a tender cover letter is and how to craft a one-page proposition that makes an impact.

What is a Tender Cover Letter?

A tender cover letter is an expression of interest in a tender notice. It is printed on the company’s letterhead and inserted after the title page of the tender being submitted. It’s often just one to two pages long and gives a brief preview of a company, its capacity to deliver the requirements of the project, and its success on previous projects similar to the one it is bidding for.

By furnishing a tender cover letter, you give the client a glimpse of your accomplishments that substantiate your ability to meet the requirements they have set. It paints a good picture of your company that impacts their decision-making. 

How To Write a Tender Cover Letter

Start with a short introduction:.

Firstly, thank the organisation for their invitation to tender. Then, give a brief introduction to your company. Include how long you’ve been in the industry, your main services, and what you stand for. Ideally, try to keep this to just one paragraph – short, sharp and to the point. You can attach a copy of your company profile and executive summary after the cover letter to give the client more information about your company.

Enumerate specific reasons why you should be awarded the contract:

State your unique business proposition. What is that distinct feature you have that sets you apart from other companies? Don’t make general statements rife with empty promises or inflated qualifications – they’ll see right through it . List down specific reasons why you are the best contractor for the project.

Go through the specifications and rules of the tender, then explain how you can meet those requirements. If you have previous projects that provide proof of your competence and experience , mention them in this part.

Include administrative notes and other relevant details:

If you’re tendering as a joint venture, mention it in the cover letter. Add any administrative note relevant to certain aspects of the tender. There’s no need to indicate your quote at this point, but if you have specialised estimation and quoting processes , you can point out this advanced feature that boosts your efficiency.

Write a captivating commitment statement:

Win the award by assuring the client that you are fully committed to making the project a success. Craft a captivating commitment statement that guarantees your utmost service and promises to adhere to the contract and deliver successful outcomes. 

Tender Cover Letter Example

There’s no standard template for a tender cover letter. Your cover letters can be tailored to suit the tone that matches your brand image – this helps you stand out from the crowd . They should also include unique details that make you the best choice for the specific project you’re submitting a tender for , as well as your contact details.

To give you an idea of how to craft one, here’s a tender cover letter example. 

Cover Letter for Tender Proposal (Example)

ABC Builders

_____________

Parks and Recreation Authority

Sub: Application for [Tender Notice No.]

Dear Sir/Madam,

We at ABC Builders are pleased to respond to your request for tender on the CONSTRUCTION OF A RECREATIONAL FACILITY FOR [project] with [Tender Notice No.] dated [day/month/year] due on [day/month/year].

Upon thoroughly reviewing the tender’s specifications, we are confident that we have the capacity to successfully deliver the construction project requirements.

As one of the country’s leading contracting firms, ABC Builders has been collaborating with various organisations for the successful completion of construction projects for private individuals, government institutions, large corporations, and other entities. Over the last 10 years, we’ve completed several high-profile projects for prominent clients, including [famous individual], [corporate client], and [government agency].

Our expertise, experience, and reputation in the construction industry make us a suitable company for this tender. Our team is comprised of experts who are highly skilled in all phases of construction. We are also reputed for consistently providing efficient, timely, and on-budget services for every project we undertake.

Enclosed is a copy of our company profile and executive summary for further information about our company. Also attached herewith are our commercial and technical bids for your consideration.

We thank you for the opportunity to participate in this tender. It would be a great honour to work with you on this project. If you have any questions or need more information, please do not hesitate to contact me directly.

Yours sincerely,

Make Your Tender Cover Letter Stand Out

Your tender cover letter is the pretty packaging that makes your tender stand out from all the rest. It’s essential to take time to craft one that highlights your capacity to deliver successful outcomes. Strive to make a connection that fosters a reliable partnership with other stakeholders.

Tendering for contracts can be highly competitive, and it’s crucial to provide the best value for clients by demonstrating the quality, price, and service of your company. To gain an edge over competitors, submitting a tender cover letter can highlight your accomplishments, previous success, and unique value proposition. Crafting a captivating commitment statement that assures clients of your full commitment to delivering successful outcomes can make all the difference. By following our tips mentioned above, you can create a tender cover letter that stands out and increases your chances of being awarded the contract!

Make Project Estimation & Management a Breeze with Dindo

No matter your role in the construction industry, or the size of your construction project, Dindo makes project estimation and project management a breeze. As the leading building estimating software in Australia, Dindo comes with a suite of powerful features that allow you to take control of your construction projects and focus on the important things.

Get in touch with us today to ask your questions, see a demonstration, and start your free trial!

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6 easy tips to write a killer RFP cover letter

RFP360 is a part of RFPIO, the leading response management software. To explore more tips for creating compelling content and writing a winning RFP cover letter, visit RFPIO.com .

After weeks of work, you’ve finally put the finishing touches on your request for proposal (RFP) response. The proposal is a product of the hours you invested customizing past content, collaborating with subject matter experts and refining your messaging. Because of your efforts, the proposal is a masterpiece ⁠— creative, comprehensive and compelling. Consequently, you’re feeling confident. After all, your company should win this business — you’ve earned it. Now, there’s only one thing left to do… slap a proposal cover letter on top, submit it and move on to the next RFP.

But wait. Not so fast. When was the last time you read your boilerplate RFP cover letter? Like, actually read it. If you’re like many others, it’s been a while. Unfortunately, that means you might not be putting your best foot forward.

So, before you send off that RFP response, let’s take a closer look at your proposal cover letter and be sure it accurately represents your proposal. With a couple easy tips and a quick review, your cover letter will send just the right message.

In this post, we’ll explore what a proposal cover letter is and why it matters. Then, I’ll explain what a cover letter includes, tips for writing a winning letter and a few sample RFP cover letters. Finally, I’ll share a proposal cover letter template you can download and customize to get a head start.

What is a proposal cover letter?

Why a well-written cover letter matters, parts of a proposal, components of a cover letter.

• What your RFP cover letter should do

Beyond the basics: Six tips to writing a better RFP cover letter

• Getting started: RFP cover letter example and template
• Helpful response resources

Download the RFP cover letter template now.

A proposal cover letter is a single-page letter addressed to a prospective customer containing high-level information from a prospective vendor. The letter precedes an accompanying RFP response or business proposal.

Alternative names for the proposal cover letter include RFP response cover letter, bid proposal cover letter, RFP cover page and other similar variations. No matter what it’s called, the cover letter is your chance to introduce your business and offer to a potential new customer. As such, you need to make it count.

You spend hours working through the proposal process, so why should you spend even more time crafting an RFP response cover letter? The proposal cover letter is an oft-overlooked sales tool. Indeed, it’s a zero-cost way to get your message directly to the people who decide whether or not your proposal wins. Furthermore, the RFP cover letter takes very little time to compose (especially if you use our template below) and offers you one more way to stand out from your competitors.

If you’re like most businesses, your cover letter can probably be summarized like this: “Dear Mr. or Ms. Company ⁠— Thank you so much for this opportunity. Included in this proposal you will find our answers that meet the requested specifications. Thank you for your consideration.”

While common, this isn’t a terribly compelling way to introduce yourself to a new customer that could help you grow your business. Your RFP cover letter provides a first impression to the proposal evaluators and decision makers reviewing your proposal.

Think of it this way: If you were going to present your proposal in person, how would you greet the buyer? You’d probably wear your best suit, walk confidently, put on a warm smile and share a confident handshake to make a memorable introduction. It should be the same with your proposal cover letter. Unfortunately, if your letter is anything like the example above, it’s like showing up in sweatpants and offering an unenthusiastic, mumbled greeting.

The RFP cover letter can also be used to:

• Create or deepen the connection between you and your buyer
• Reinforce your brand, values and expertise
• Promote your key differentiators
• Establish primary point(s) of contact

No matter how you use the RFP cover letter and what you put in it, remember that the person receiving it is just that ⁠— a person. The quality of your bid proposal cover letter determines whether they read it carefully, skim it quickly or ignore it completely. Generally, proposal cover letters are memorable either because they are embarrassingly bad or extraordinarily good. Make your cover letter memorable for the right reasons.

Basics to know before you start your proposal cover letter

The RFP cover letter should be included as a normal part of every proposal, but it’s just one component. Indeed, most proposals also include a number of other elements that will generally appear in a specific order.

• Cover letter
• Executive summary
• Terms and conditions
• Supporting documentation (Case studies, references and additional data)

As the first element of your proposal, the cover letter is bound to be seen by a lot of people. So, it’s important to make sure it is the best possible representation of your company. But, how do you decide what to say? One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

• Greeting and introduction
• Summary of RFP needs
• Your broad qualifications and differentiators
• Thank you and closing

Your RFP cover letter should:

• Be the first page of your RFP response followed by your executive summary and proposal
• Introduce your company to the buyer’s key decision makers and any others reviewing or scoring your bid
• Be conversational, genuine and confident ⁠— but it shouldn’t be an overt sales pitch
• Offer an overview of your understanding of the company’s needs
• Clearly state why your business is uniquely qualified to win the RFP opportunity
• If possible, express your vision for the future partnership and how you can help the business reach its goals
• Follow the customer’s instructions if they ask you to include specific information in the cover letter

What’s the difference between a cover letter and an executive summary?

When building formal RFP responses, this question comes up a lot. What is the difference between a cover letter and an executive summary? The confusion is understandable as the two documents share a lot of similarities. They are both short, introductory documents that precede your proposal.

The primary distinction is that a proposal cover letter is an introduction to your company while the executive summary is an overview of your offer for a specific project. In addition, the cover letter should almost always fit on a single page while the executive summary may be two or three pages if necessary. Admittedly, the difference is subtle. While the contents may seem to naturally overlap, try to avoid repetition and ensure that each document provides unique information.

Download our executive summary template to see an example.

1. Address it to the right people

Who is going to review your proposal? If you don’t already know, find out. Get in touch with the RFP contact and ask for the names of the key contacts who will weigh in on the decision. This may be a committee of people or a combination of procurement professionals, stakeholders and executives.

If you start your RFP response letter with the standard “To whom it may concern” salutation, you’re blending in and sending a message. Unfortunately, this approach communicates that you couldn’t be bothered to update your cover letter template, didn’t do your homework and don’t really care that much about winning the business. It certainly doesn’t reflect the hours of time you’ve likely invested creating the proposal that follows.

By specifically addressing the proposal cover letter to the key contacts, you make a quick connection and instantly improve the chances that they’ll actually read the bid proposal cover letter and your subsequent proposal. This attention to detail reinforces the idea that not only are you a good fit based on your qualifications, but you’re also invested in developing deeper relationships. You’re in it to be a strategic partner, not just another vendor.

2. Keep it fresh and be human

Put yourself in your recipient’s shoes ⁠— You’ve just received dozens of proposals from vendors who more or less provide the same type of services. You are starting to sift through RFP responses that are admittedly, probably pretty dry. The initial review checking for proposal compliance is time consuming, highly repetitive and gets old quick.

So, if a cover letter starts with something like, “Thank you for the opportunity to earn your business,” it’s just adding to the tedium. It’s a classic and well-worn opening line. While it’s good to be humble and grateful, it’s far better to be unique and memorable. A recent post featured in APMP’s Winning the Business ,

“… never start a cover letter with “thank you.” It’s boring, and almost everyone does it. This seemingly respectful thank you does not help your organization to stand out or inspire your reader to keep reading.” 

The article goes on to recommend starting with something specific and complimentary about the business. This opener accomplishes two things; it quickly shows that this is no ordinary copy-and-paste proposal cover letter while reinforcing that you did your homework and recognize the business’s goals.

In an increasingly automated and efficient world, it’s easy to forget about the people behind the process. Even if you use RFP software to quickly complete the RFP itself, the RFP cover letter offers a rare opportunity to be human and genuine.

3. Use formatting to catch their eye

Your cover letter only helps you win the business if it actually gets read by the right people. Just like using the perfect proposal format, the right cover letter format invites the reader to engage. So, make sure your cover letter is clean, visually appealing, approachable and not too dense. Remember that you’re trying to make an impression, not dive into every detail of your proposal.

Because your cover letter only uses one page, you have to be smart about how you use the space. There are three main places where you have the best chance to hook the reader: the first sentence, the center of the page and the closing.

Opening Nothing catches your eye like your own name. So, as suggested above, address the letter directly to the evaluator(s). Then, include the buyer’s company name in a unique and impactful opening sentence.

Center Make the most of the center of your RFP response letter using bullet points. Draw the eye directly to your biggest differentiators without specifically calling out your competitors. Include what you excel at like customer support, on-time delivery, cutting-edge features, value adds, scalability, customer growth and so on.

Closing Use the final line to move the deal forward. Offer the prospect a clear and direct call to action (see tip six for more information and an example). For example, provide details about how they can move forward with you, request the information you need to speed up contracting or share what comes next in the process.

If you can engage a reader in any one of these areas, they are far more likely to take the time to read your entire cover letter. Ideally, it’s intriguing enough that they continue on to check out your executive summary and proposal as well.

4. Tell a tale and express your understanding

Have a success story with a similar client that could boost your credibility? Tell it, but be brief. Share how a partnership has been mutually rewarding, how you’ve delivered a great customer experience or how you’ve been able to proactively solve problems. This reinforces your understanding of their business and goals.

In addition to telling a story, you can use your proposal cover letter to express your understanding of their pain. Every RFP starts with a need, and you received the RFP because the company believes you can meet that need. So, consider building on that foundation.

The relationship between buyers and sellers is evolving. More and more, businesses are looking for a long-term partner, someone who will actively find opportunities to create wins for both parties. RFP issuers want value but they also want a vendor that is invested in their success.

5. Stay true to your brand

Your company was included in the bid process for a reason, so stay true to the persona, culture, values and tone of your brand. Just because the RFP process is formal, doesn’t mean your RFP cover letter has to be. If your company prides itself on being down-to-earth, use that style in all of your communications.

Recently I was talking to our resident RFP issuing expert and RFP360 Co-Founder, Dave Hulsen, about the importance of RFP cover letters. During his days in procurement, he received hundreds of cover letters so I asked if there were any memorable trends that raised red flags. On several occasions he found himself reading cover letters that left him confused. He recounted his reaction to these saying,

“I would issue RFPs to vendors based on engaging conversations where I felt like the vendor understood what I needed. Then I’d read the robotic, boring proposal cover letters and do a mental double-take. What happened to the welcoming, empathetic salesperson who understood my business?”

Make sure that the tone of your cover letter accurately represents your brand and builds on the relationship you’ve cultivated. Don’t confuse your prospect by approaching them as if they were a stranger or in an unrecognizable style.

6. Close with a call to action, contact information and an actual signature

While the cover letter should be friendly, relatable and genuine; it’s also still a part of the sale. As with any good sales communication, state what you want them to do next and who they can contact to follow up.

Wrap up your RFP cover letter with a call to action like:

• Please reach out with any questions you may have
• We’re eager to show you more ⁠— when we can schedule a demo with your team?
• Let me know if I can put you in touch with another customer for a reference
• To accelerate the contracting process, please send your standard terms and conditions

And the final element in a winning RFP cover letter is an actual signature (either handwritten or digital). It may not seem like a big deal, but it’s a nice touch and one last way to show your investment in winning the RFP opportunity.

Get started with this RFP cover letter example and template

Sample rfp cover letter.

RFP cover letter template

Ready to start crafting your own RFP cover letter? Check out this template that provides guidance on how to use the example above to create your own killer RFP cover letter.

Additional RFP cover letter examples

Rfp cover letter sample – fedex to state of utah.

If you only look at one other RFP cover letter sample, make it this one. This sample cover letter and accompanying proposal from FedEx is one of our favorites. Indeed, this request for proposal cover letter follows all the best practices. It includes:

• A specific addressee
• An engaging opening line
• Excellent formatting and bullet points
• A statement of experience
• Simple, but recognizable branding
• A real signature

Sample proposal cover letter – Insight Public Sector to Education Service Center (ESCO)

This proposal cover letter example introduces Insight Public Sector’s response to ESCO’s RFP for technology software, equipment, services and solutions. The letter fits on a single page, reaffirms the company’s qualifications and uses colorful bullet points to draw the eye to the company’s primary differentiators.

Proposal transmittal letter example – SunPower/GSRP for Town of Nantucket

The RFP response letter focuses on the experience and financial stability of the two vendors partnering to win the business. In addition, the letter confirms the companies’ ability to meet the specific qualifications set forth in the RFP for solar PV development for onsite energy generation.

RFP response cover letter sample – ISITE Design for Health Level Seven

While this cover letter uses the standard opening line, it’s scannable, brief and makes use of bullet points to highlight the company’s qualifications. In addition, the letter is addressed directly to the proposal evaluator. It’s a warm introduction for the Web services strategy proposal that follows .

Helpful RFP response resources

Looking for more tools and information to help you write the perfect RFP response? Check the helpful resources below.

Guide to writing an executive summary

Do you know the difference between the executive summary and your RFP cover letter? Learn more in this blog that explores how to write an executive summary that stands out. It also offers an example and template you can download.

How to write an executive summary that stands out

Top RFP response tools

A good RFP tool can make all the difference. Luckily, there are a ton of great tools and resources available for proposal professionals. From RFP management to proposal design, this blog offers recommendations for anything you might need help with.

21 best RFP response tools for 2021

RFP proposal templates and tools

Looking for some inspiration to freshen up your proposal template? We’ve collected some great examples of proposals as well as tools to create them. Explore all the possibilities and give your next proposal new life.

Proposal templates, formats and tools: Create better RFP responses faster

• Should I bid on this RFP?: A guide
• AI RFP software: Build or buy?
• How to issue an IT RFP: Tips, templates and examples

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Find out why leading response teams across the world turn to Responsive for their Strategic Response Management and RFP software needs.

Learn more about RFP software

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How To Write an Effective Cover Letter for Your Proposal

Few things are more disheartening for sales reps than having potential clients ignore or reject their proposals. After spending hours crafting a proposal, researching the client's needs, and preparing for a pitch, having it end in rejection can be demoralizing.

A proposal cover letter that comes before a well-written and concise executive summary can help you start off down the path of a better, more humane, and more customer-focused sales process. It allows you to build a personal relationship with your potential clients before even meeting them in person or virtually. But more than anything, it allows you to hook them with your ideas, strategy, and the value your business provides in a short, concise, and empathetic way.

How do you write proposal cover letters that not only don't get ignored but also get your potential clients excited about working with you?

We can help you answer that question and develop a process for creating a winning cover letter each and every time!

What is a proposal cover letter?

A proposal cover letter is a document that is often sent with a proposal or bid to introduce the proposal and highlight its key points. It serves as a preamble to your proposal, and its main goal is to show that you understand the client's needs and demonstrate how your proposal will fulfill those needs.

In other words, your proposal cover letter should hook your prospects and make them want to open the actual sales proposal , where you dive into more detail.

The benefits of having a good proposal cover letter

It's easy to overlook the proposal cover letter because it doesn't actually sell , per se. It isn't included in the meat of your sales process , so it can be tempting to throw something together and move on.

However, a well-written proposal cover letter can make a huge difference in whether or not your proposal is read and ultimately accepted. Think of it this way: you wouldn't show up on a potential employer's doorstep without sending your resume and cover letter and waiting for them to invite you in for an interview, right? So why would things be any different with your sales process?

Here are some benefits of having a good proposal cover letter:

• Establishes credibility: The proposal cover letter lets you introduce yourself and your company, giving potential clients a sense of who you are and what you represent. It sets the tone for your proposal and can help establish trust with your potential clients.
• Shows understanding of client's needs: By addressing the client's specific needs in the cover letter, you show that you have taken the time to understand their business and tailor your proposal accordingly. This shows attention to detail and a genuine interest in their success.
• It's a great conversation opener . Breaking the ice in writing can be tough -- especially when you're in the early stages of building a relationship with a potential customer . But a proposal cover letter allows you to make a connection and start building a relationship with your potential client.
• Highlights key points : A well-written proposal cover letter allows you to highlight the most important aspects of your proposal in a concise and compelling way. This can help grab the reader's attention and encourage them to keep on reading.
• Sets the tone for your proposal: The cover letter sets the tone for your proposal, giving potential clients an idea of what to expect in terms of professionalism and quality. It also gives them a preview of what's to come in the full proposal.
• Differentiates you from competitors: A strong proposal cover letter can help set you apart from other proposals that may be vying for the same client's attention. It allows you to showcase your unique approach and value proposition, giving you an edge over competitors.
• Can help overcome objections: By addressing potential concerns or objections in your proposal cover letter, you can proactively address any doubts or hesitations the client may have before they even reach the full proposal. This can make a big difference in how your prospect perceives your services, the value you offer, and the mental objections they may have.

What should be included in a proposal cover letter

If you want to write a great proposal cover letter, there are some elements you want to ensure you hit every time. These include:

Personal touches

Go beyond simply using your prospect's name and the name of their business; show your customer you did your homework and understand their needs. If you've already had contact with them, use your letter to highlight any specific pain points or goals they have mentioned and show how your business addresses each.

Introduce yourself and your company in a brief but personable manner. This is where you can establish credibility and briefly mention your experience and successes.

However, be careful to avoid sounding overly boastful or formal. Remember, the goal is to build rapport with your potential client. It's essential to strike a balance between sounding professional and approachable. This helps in establishing a solid foundation for a future business relationship.

Content that focuses on your prospect and their needs

Again, this is not about mentioning their name as often as possible -- it's about addressing their specific needs and how your proposal will solve their problems. Make sure to highlight the benefits they'll receive by choosing your company.

It's easy to believe you need to showcase your skills, your achievements, and what your company does. But those should be just a side-story: your main focus is your prospect, they are the heroes of this story. You and your company are just their sidekicks.

Elements to pique the reader's curiosity

The goal of your cover letter is to ensure your prospect opens your proposal and takes action. Be sure to include some of the most interesting points in your letter so that your prospect can't help but dive into your proposal. These could be proof points or an anecdote about how you solved a similar challenge for someone your prospect knows or someone in their industry.

Compelling language to make an impact

A proposal cover letter should be concise, no longer than one page. Use strong and compelling language to make an impact in a short amount of space. Your letter shouldn't be longer than your proposal, as the focus should be on the proposal and not overshadowed by a lengthy cover letter.

A strong call to action

End your cover letter with a clear and specific call to action, such as requesting a meeting or inviting the reader to go through a more formal sales process.

Steps of writing a proposal cover letter

Now that you know what you need to include in a great cover letter, let's look at how you should write a cover letter that helps you move to the next step of your sales process and gets your proposal opened and read.

Research. And then research some more

If you want your proposal letter to really speak to your potential client, you need to do your research. Thoroughly understanding their needs, goals, and pain points will allow you to tailor your letter and proposal accordingly.

Some areas to look into to find out more about who your prospect is and what they really need include:

• Their company website
• Social media profiles
• Industry news and trends
• Competitors and their offerings

You will likely use this research for your sales proposal as well, so take your time and dive deep.

Personalize your letter

Your research should help you personalize your letter and show that you understand the client's specific situation and needs. This will help build trust and credibility with the potential client.

One way to personalize your letter is by showing empathy towards your potential client's situation. This means acknowledging their challenges and expressing your understanding of their situation.

This can be done by referring to specific points they have raised during previous communications or information gathered during your research. By doing this, you show that you are not just interested in selling your service, but are genuinely concerned about their needs and are committed to finding a solution that works for them.

Another effective way to personalize your letter is by aligning your proposal with their business goals. By mentioning how your service can help them achieve their objectives, you make your proposal relevant and demonstrate your commitment to their success.

Whether it's increasing their sales, enhancing brand visibility, or improving operational efficiency - make sure you clearly state how your offering aligns with their goals.

Explain the problem

One of the best ways to "get" your prospect is by showing them that you "get" their problem.

This means clearly explaining the challenges they are facing and how they are impacting their business. This will help establish a common ground between you and the client, making your proposal more relatable.

Show you have a plan

Once you have explained the problem, it's time to show that you have a solution. This is where you can introduce your service and explain how it solves their specific problems and addresses their needs.

Be sure to highlight any unique features or benefits of your offering and how they differentiate your company from competitors.

Showcase past wins

This doesn't need to be your main focus, but mentioning previous successes and how your service has helped other clients is always helpful. This can help build credibility and trust with potential clients, as they can see tangible results from your services.

Include a call to action

End your proposal cover letter with a clear and specific call to action, such as requesting a meeting or inviting the reader to go through a more extensive sales proposal. Make it easy for your potential customer to read your full sales proposal, book a meeting, or sign up for a trial.

Include contact information

Lastly, make sure to include your contact information in the cover letter. This includes your name, job title, company name, email address, and phone number. This will make it easy for the potential client to contact you if they have any questions or would like to move forward with your proposal.

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Final Thoughts

Business writing tends to be plagued with platitudes, shallow slogans, and an overuse of buzzwords. To stand out and make a lasting impression, it's important to avoid these pitfalls- not just on your website and ads but across all your business communications. And yes, that also includes the proposal cover letters you send out.

Focus on making your proposal cover letter personalized, concise, and client-focused. By doing so, you can showcase not just what your company does but also how it can address the specific needs of your potential client. This will help you build rapport with your prospects and increase the chances of securing their business.

If you want to take the steps we've outlined here and use them to create a template, Qwilr is at your service! You can use our software to create a cover letter template that can be easily personalized and tailored to each prospect's unique situation. Our tool can also be used to craft winning proposal templates fully loaded with eSignature and analytics capabilities. Want to see it in action? Book a demo to get started.

About the author

Brendan Connaughton | Head of Growth Marketing

Brendan heads up growth marketing and demand generation at Qwilr, overseeing performance marketing, SEO, and lifecycle initiatives. Brendan has been instrumental in developing go-to-market functions for a number of high-growth startups and challenger brands.

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Candid learning offers information and resources that are specifically designed to meet the needs of grantseekers..

Candid Learning > Resources > Knowledge base

How do I write a proposal cover letter?

The cover letter often is your proposal's first chance to connect your project with the reader's philanthropic mission. It goes on top of a proposal, but it is not the same as an executive summary, which states your proposal's key points.

At minimum, your cover letter should:

• Request your dollar amount and introduce your project in the first sentence
• Describe how your project and/or organization will further the foundation's mission
• Reference your most recent contact with the foundation
• List the proposal's contents
• Give contact details in case the funder wants additional information
• Be signed by your organization's executive director

Dive in to this topic with our self-paced course: Crafting compelling grant proposals Learn how to craft a compelling and competitive proposal.

Sample cover letters

Samples of actual cover letters are usually hard to find because the donor and applicant may be very protective of these documents. Also, they usually are very specific to the project, organization, and funder.

However, our Sample Documents section is a searchable collection of proposals, cover letters, letters of inquiry, and proposal budgets that were actually funded. Each proposal includes a critique by the decision-maker who awarded the grant.

You also might check if anyone in your professional networks would be willing to share sample proposals and cover letters.

See also our related Knowledge Base articles:

How do I write a grant proposal?

What should be included in a letter of inquiry? Where can I find samples?

More articles on proposal writing.

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Candid's Online Librarian service will answer your questions within two business days.

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Explore resources curated by our staff for this topic:, staff-recommended websites, sample cover letters & proposals.

Nonprofit Guides has a sample proposal cover letter, letter of inquiry, proposal, budget, and other items that may be of use to grantseekers.

Sample Grant-Proposal Cover Letter

Sample cover letter that introduces a grant proposal.

How to Write an Effective Grant Proposal Cover Letter

Lists attributes and tips to write good cover letters. Includes sample cover letter.

Sample Cover Letter,Proposal,Letter Proposal

Each section includes a brief description of its purpose and what to include.

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How to Write a Bid Proposal (Steal This Free Template)

When your team comes across a request for proposal (RFP) or similar questionnaire, you have a great chance to wow potential clients with your response.🤩

But how can you actually stand out through your bid? Keep reading to learn how to write a bid proposal, as well as the 8 key elements of every winning response. Plus, scroll to the end for a handy template to simplify your process—and impress your prospects.

Get started by learning:

• What is a Bid Proposal?
• How to Write a Bid Proposal
• 8 Essential Elements of a Winning Proposal
• Bid Proposal Template (PDF Example)

What Exactly is a Bid Proposal?

Before we dive into the elements of a winning bid, let’s start with the basics. A bid proposal is document that outlines your organization’s response to a request for proposal—or a request for bid.

In the bid, you’ll be asked to respond to a series of questions from the buyer, in order to determine if your product is the ideal fit for their business. Your bid must contain information like pricing, deliverables, and timing to help the procurement team make their choice. Beware, you could be among dozens of bidders for these big projects. 🤯 That’s why writing a proposal that breaks through the noise is critical for your company’s success.

How to Write a Stellar Bid

A good proposal submission must be clear, yet compelling. Comprehensive, yet easy to digest. The list is practically dizzying . 😵‍💫

Despite the temptation to rush against a deadline, it’s essential to review all requirements thoroughly, so you can tailor your bid to meet the specific needs and expectations of the buyer. But don’t worry, writing a persuasive and personalized response is more straightforward than it seems.

Effective proposals successfully demonstrate these three elements:

Technical Competence

Why do your features, experience, or credentials qualify your team to take on this project?

Understanding the Client’s Needs

How can your organization offer unique solutions to the client’s challenge? (Be sure to conduct competitive research and customize your answers.)

Compelling Value Propositions

How is your solution different from the competition? What sets your organization apart? (Think pricing, feature benefits, or another distinct offering.)

8 Essential Elements of Winning Bid Proposals

Like a great resume, a successful bid proposal should stand apart from the pile of responses each RFB receives. While the template below is a helpful starting point for baseline information, it’s how you present your differentiators that will make your organization stand out from the competition. 💪 A few key elements in an effective bid proposal are:

1. Client Information

The first few fields of a business proposal are pretty straightforward. The client’s information should include their name and contact details. Just like a job cover letter, it’s ideal to address the appropriate individual, too.🔍 Hint: It’s worth sleuthing around on LinkedIn or the client’s company website to understand who should be addressed in the bid proposal.

We have started to put more of a personal touch on our responses by referring to each customer by name and calling out their current issues or headaches. Then, we identify how out product alleviates those pain points.

2. Contractor Information (A.K.A. Your Details)

Display your contact information front and center. You want to make it easy for the potential client to know exactly who you are, look up your website, and even review your past work and success stories.

3. Job Name

Include the project title or job you are bidding on. As mentioned, these first three fields are the easiest to get right. But perhaps for that very reason, they’re also the easiest to get wrong. If you’re copying from old templates and past bids, double-check you’ve updated these fields correctly.

💡 Process Tip

Incorporate proofreading and editing into your RFP process checklist . Nothing fails to impress a client more than feeling like they’re getting somebody else’s boilerplate answer.

4. Job Summary: Scope of Work & Key Deliverables

This is where the rubber hits the road. Provide project details, including the scope of work and deliverables. You may also want to elaborate on your methodology here, highlighting what makes you unique so you stand apart from other bids.

“If you use an app like ChatGPT, try playing with it to get inspiration on how to write your proposals better. Let it know the style you wish to apply (professional, friendly, simple, short), what information to add, and which benefits to emphasize. It will give you plenty of ideas.”

5. Project Budget: Pricing Information & Payment Schedule

Give it to them straight, and don’t undersell (or oversell) yourself here. Remember that while winning bids doesn’t always come down to price alone, it is a key decision-making factor. So, be transparent about your pricing requirements and estimated costs per the scope of work outlined. Detail the key milestones and payments required for each step.

6. Terms and Conditions

Include any “ifs, ands, or buts” in your scope of work, schedule, or payment information. For example, mention any variables that could impact timelines (such as client decision-making, feedback, or even weather) . This section may be a little more legal in its tone, but remember, it’s there to protect you and the client.

7. Project Timeline / Work Schedule

Share a tentative timeline for the project with a proposed start and end date. If your organization is at capacity, you may want to offer a later start date. Again, be realistic here. There’s no point trying to win a bid on aggressive timelines only to blow past your proposed delivery dates.

8. Signature Fields for Both Parties

Signing your bid adds a personal and professional touch. Leaving a signature field for prospective client makes them feel like they’re just one step (or signature) away from kicking off their project.

Bid Proposal Template

Want to improve your bidding process? Here’s a simple project proposal template you can use to create your bid proposal.

FAQs About Business Proposals

What is included in a bid proposal?

High level, your bid proposal should include:  

• Client information
• Contractor information
• Project/job name
• Project/job scope of work/summary
• Project/job budget
• Terms and conditions
• Client signature
• Contractor signature

While the format and content of a bid proposal changes depending on the project, industry, and requirements within the RFP. The elements above are standard across most bid proposals.

What should a winning bid proposal look like?

A great bid should be well-structured, persuasive, and tailored to the specific needs of the client or organization issuing the request for bid (RFB). While the exact format and content may vary, here are some key characteristics and elements a winning bid proposal typically possesses:   Compelling Content

• Compliance with RFP requirements
• Understanding client needs
• Detailed scope of work that highlights qualifications and experience
• Detailed pricing

  Clear Formatting

• Optional (but encouraged) : visual aids, like graphs or charts
• Clear, professional, and branded formatting

  Strong Project Management

• Proofread and edited
• Submitted on time

How do you formulate a bid?

Formulating a bid, whether for a business contract or a project opportunity, requires careful planning and attention to detail. Here’s a step-by-step guide on how to formulate a bid:  

• Understand the requirements
• Assess your capacity and fit
• Gather the information you require
• Tailor your information to address the specific needs and concerns of the client
• Develop a competitive pricing strategy
• Identify potential risks associated with the project and provide a clear plan for risk mitigation
• Ensure that you meet the submission deadline

  If your bid is successful, be prepared to negotiate terms and finalize the contract. If unsuccessful, seek feedback to understand why your bid was not selected and use this information to improve for future bids.

Related posts

Ai rfp software: 5 ways that loopio uses artificial intelligence, 51 fascinating rfp statistics on the state of bidding in 2024, proposal team structure: research reveals top roles and when to hire.

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Sample Proposal Cover Letter

Last Updated On January 2, 2020 By Letter Writing Leave a Comment

A sample proposal cover letter is written by a company to another company to offer the proposing company a service or work to make the recipient company achieve timely goals. The letter basically describes the qualities of the proposing company and how well it can handle tasks and deadlines.

Basically, it is a formal business proposal cover letter  written by one company to another. Proposal letter can also be written for funding. Here are few tips to help you write a proposal cover letter.

Sample Proposal Cover Letter Writing Tips:

• Write the letter in a formal way
• Do not make grammatical errors and spelling mistakes
• The language should be formal and at the same time easy for the receiver to understand
• The qualities of the proposing company should be mentioned clearly
• The benefits too should be mentioned briefly
• Provide details without any mistakes
• Convince the clients or company to give you an opportunity

Sample Proposal Cover Letter Template

Date: _____ (Date on Which Letter is Written)

Subject: Sample Proposal Cover Letter

Dear _____(Sir or Madam)

I on behalf of ……….(name of the company) is writing this letter to you after reading your notice in the newspaper for requirement of good material supplier. Our company has vast experience in manufacturing and transporting construction materials and hence feels we would be the right choice for your company.

Our company ……………..(name of the company) have till date supplied quality material to diverse clients all over the globe and hence would suit your requirement in every way. Waiting for a positive reply from your side.

Yours Truly,

Name of the organization

______________

Sign of the Manager

Sample Proposal Cover Letter Sample, Email and Example/Format

Dev Ghosh, Aptech Company, Thane, Mumbai

Date: 20-06-2016

Narender Gandhi, ABC Ltd, Sion, Mumbai

With regards to your application and need a few days back in the newspaper, I on behalf of Aptech Company is writing to you to give as an opportunity to deliver the necessary goods and fulfill your timely demands. You had mentioned in the application that you were looking for reputed, metal and steel suppliers. Our company has been into this business since many years and we feel we would be the right choice for your company.

I have attached a catalog about our company that will give you necessary details about who we actually are. I am sure by giving this opportunity to us you will not regret also you can expect good quality materials from us. After reading all the details feel free to contact us either via email of our official number as mentioned in the catalog.

I expect a positive response soon from your side.

Thanking You,

Yours truly,

Email Format

to: email of receiver from: email of sender

Subject: Business proposal

Dear Mr. Goldberg,

Further to our earlier discussion on Meteor Organization’s current project, we now submit a proposal from Forever Young Ltd for your consideration. We believe Forever Young Ltd is your right candidate to collaborate with Meteor Organization in marketing your products globally, with its high quality services, commitment, and expertise.

From our enclosure, you will approve of Forever Young Ltd’s impressive business strategies, which have heaped outstanding feedback from our clients in past projects for the outstanding services rendered to Forever Young’s esteemed clients. Enclosed is a listing of our esteemed clientele for your perusal.

Forever Young is capable in adjusting and focusing on current and effective strategies while tracking the current market sentiments to benefit Meteor Organization in your sales strategies for your new product launch.

We look forward to hearing positively from you for further collaboration.

Yours Sincerely,

Cindy Larlaton

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Free Sample Bid Proposal Letter Template

Table of Contents

Your bid proposal letter is an important document to help your business stand out to potential clients. It is a brief document that summarizes the actual bid proposal. If you don’t know what a bid proposal letter should contain, the  sample bid proposal letter in this article will help. In addition to that, you’ll find tips for writing a bid proposal that stands out from the crowd. 

Tips for Writing a Good Bid Proposal

Bidding for a project is an exciting opportunity to show your business’s value and win the work you need . Writing an effective bid proposal letter can be the difference between getting hired and missing out on the job. 

Keep Your Main Goal in Mind

First, never forget that the goal of your bid proposal is to convince the potential client that you’re their best option for the job. Provide clear evidence that shows why you should receive the contract over any other bidder. Make sure to state your company’s strengths and how they fit in with the budget and timeline given by the agency or manager. 

Cover All Angles

Second, create a complete copy of all essential elements required for an effective bid proposal letter. List all factors that could increase your chances of winning the bid. These factors include quality assurance policies, research methods, standard operating procedures, and so on. Keep in mind that agencies and managers use this document to assess and compare different proposals, so make sure it looks professional. 

Research Before Writing

Third, take the time to research the project requirements before starting the bid proposal letter. Doing so, you’ll have an easier time finding solutions that meet the stated criteria and provide a convincing bid proposal. 

Sample Bid Proposal Letter

Here’s a sample bid proposal letter for you to better understand how to write one.  Dear esteemed client,  I am writing to submit our bid for the bridge construction project you requested. With years of experience in the field, I can assure you that we will offer you reliable and quality service for this job. Our process involves the latest technological advancements, ensuring the bridges are designed with strong structural integrity.  Our team is devoted to creating aesthetically pleasing designs that meet your safety requirements. We specialize in both new builds and renovations, so no matter your needs, we’re confident we can provide an optimal solution. Our team will always consider your unique vision while making sure each bridge meets all necessary standards of excellence.   We understand how important it is to remain within budget and keep up with deadlines. That’s why our engineers take pride in working quickly and accurately on every project. We want to make certain the finished product fully meets expectations, which is why we maintain close contact with clients throughout the entire process.  I believe that we are the perfect fit for this project, as our company offers high-end services at competitive rates. Please don’t hesitate to contact me if there are any questions or concerns about our offer. Thank you for taking the time to consider us as potential contractors for your bridge construction job.  Sincerely,  [Name] 

Final Thoughts

Project bidding is a part of doing business. You can’t shy away from it. Thus, it is highly beneficial to understand how everything about bid submission works. With the sample bid proposal letter above, you should have no problem drafting one. If you are finding it too hard, you can use the INK AI assistant to get it done.

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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