example 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 . 

Get OpenAsset DAM Insights

How to Create Winning Proposals

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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] .

Need a Cover Letter Template?

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.

Download Our FREE Cover Letter Template

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5 Simple Steps to Writing a Better Proposal Cover Letter

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.

11 min. read

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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5 Tips for Writing a Better RFP Cover Letter

May 17, 2021.

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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.

Our services

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.

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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Innovative and Competitive RFP Response Cover Letters

Avoid templated proposal cover letter to the federal government.

• The importance of know how to write a proposal letter is no different than when an applicant submits a cover letter for new employment. 

Your bid proposal letter for contract proposals should create a first impression to the contracting officer and source selection   personnel.

• When you create a proposal letter for a government contract  RFP , it should not be perceived as canned or templated.
• Cover letters should briefly touch on what the government expects to see in your proposal, an introduction of your company and any named subcontractors or teaming partners.  

If you are submitting a teaming agreement , your cover page should mention it and give a brief statement about the teaming partner’s  history and how it will contribute to this effort.

• Your proposal letter should be brief but discuss the main points of your proposal.
• A brief point about your understanding of the agency’s mission can keep the government’s attention.

What Points Should You Consider in Your RFP Response Cover Letter?

Some main points that your RFP response cover letter for contract agency personnel should cover:

Provided a short summary of your quality control approach and show how it minimizes the risk of non-performance to the agency . If you have a unique approach with best practices, then briefly mention it.

Main players and what they bring to the table – include teaming partners:  This is your chance to make a first impression. At best, the proposal response letter should address the basics of the expected evaluation criteria .

Briefly telling the government about your leverage in the industry can be included . Tell the agency about your success in performing similar contracts; emphasize your focus on minimizing non-performance risks and how your qualify control approach has served you in the past.

Tip: Your  proposal letter  should not be more than two pages. DO NOT included pricing information.

Does the Government Really Read Your Proposal Cover Letter? Federal government contracting agencies read everything in your RFP response—including your proposal letter. Just as an employer reads an applicant’s cover letter, so too does the agency look at your letter.

Tip. Never try to include information in your RFP response cover letter where the RFP itself expressly excludes information. An example would be discussions of additional past performance references in attempt to add more than the required amount stated in the solicitation.

Grabbing the Government’s Attention Early

The ultimate purpose of your RFP response cover letter should be to grab the government’s attention. Getting to the main points is essential. It should speak the government’s language and immediately get to what you have to offer.  

An example of a sound proposal letter for federal government contracts is to briefly speak to the agency’s mission. A little research should get you this result. In fact, a sound technical proposal should also tie in your approaches to the government’s mission.

Another valuable point is that you may want to inject is the level of clients you have performed contracts for (both commercial and governmental). Your RFP proposal letter should not be soaked with language about your commitment to customer service . This is too templated.

Although this is important in the commercial sector, when it comes to  government contracting  your letter will sound like every other bidder.

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Professional Bid Manager Cover Letter Examples for 2024

Your bid manager cover letter must immediately highlight your understanding of the bidding process. Demonstrate your ability to analyze and respond to RFPs (Requests for Proposals) with precision. In the second paragraph, stress your track record of winning bids and managing proposals effectively. Your expertise in cost estimation and project management should shine through vividly.

Cover Letter Guide

Bid Manager Cover Letter Sample

Cover Letter Format

Cover Letter Salutation

Cover Letter Introduction

Cover Letter Body

Cover Letter Closing

No Experience Bid Manager Cover Letter

Key Takeaways

Crafting a compelling bid manager cover letter can be a daunting step in the job application process. You may realize its necessity too late, after resumes have been sent. A cover letter is your chance to highlight a milestone accomplishment, bringing to life the journey behind your proudest professional moment. Striking the balance between formality and originality, without sliding into clichés, is key. Remember, brevity is your ally—keep it to one impactful page that tells your unique story.

• Including all the must-have paragraphs in your structure for an excellent first impression;
• Learning how to write individual sections from industry-leading cover letter examples;
• Selecting the best accomplishment to tell an interesting and authority-building professional story;
• Introducing your profile with personality, while meeting industry standards.

And, if you want to save some time, drag and drop your bid manager resume into Enhancv's AI, which will assess your profile and write your job-winning cover letter for you.

If the bid manager isn't exactly the one you're looking for we have a plethora of cover letter examples for jobs like this one:

• Bid Manager resume guide and example
• Deloitte cover letter example
• Investment Banking Associate cover letter example
• Accounts Receivable cover letter example
• Accounts Clerk cover letter example
• Financial Risk Analyst cover letter example
• Big 4 Accounting cover letter example
• Staff Accountant cover letter example
• Budget Analyst cover letter example
• Purchase Manager cover letter example
• Compensation Manager cover letter example

Bid Manager cover letter example

Liam Johnson

Philadelphia, Pennsylvania

+1-(234)-555-1234

[email protected]

• Highlighting career achievements with quantifiable outcomes (e.g., "directly resulting in a 15% uplift in contract wins") effectively demonstrates the candidate's impact and ability to contribute tangible success.
• Emphasizing relevant experience (e.g., "leading cross-functional teams" and "spearheading comprehensive proposal strategies") showcases that the candidate possesses both the leadership and technical skills necessary for the role.
• Illustrating the application of specialized tools or processes (e.g., "introduction of a robust Requirement Compliance Matrix") provides insight into the candidate's ability to innovate and streamline operations within the technical sales engineering field.
• Expressing alignment with the company's mission and a forward-looking approach (e.g., "furthering your mission through innovative solutions and strategic customer engagements") indicates the candidate's intention to contribute to future successes and their understanding of the company's objectives.

Structuring and formatting your bid manager cover letter

Here's what the structure of your bid manager cover letter should include:

• Header (with your name, the position you're applying for, and the date);
• Salutation (or greeting);
• Introductory paragraph (or your opening statement);
• Body paragraph (or further proof of your experience);
• Closing paragraph (with a call to action);
• Signature (that is optional).

Use the same font for your bid manager resume and cover letter - modern fonts like Lato and Rubik would help you stand out.

Your bid manager cover letter should be single-spaced and have a one-inch margins - this format is automatically set up in our cover letter templates and our cover letter builder .

When submitting your cover letter, always ensure it's in PDF, as this format keeps the information intact (and the quality of your document stays the same).

On one final note - the Applicant Tracker System (ATS or the software that is sometimes used to initially assess your application) won't read your bid manager cover letter.

The top sections on a bid manager cover letter

Header: This section includes your contact information, the date, and the employer's details, showcasing professionalism and making it easy for the recruiter to reach out to you.

Introduction: Begin with a compelling introduction that briefly states your interest in the bid manager position and your relevant experience, grabbing the recruiter's attention right from the start.

Body (Bid Management Expertise): Detail your specific experience in bid management, such as understanding client needs, managing tender processes, and crafting winning proposals, to demonstrate your capability in leading successful bid initiatives.

Body (Leadership and Communication Skills): Highlight your leadership abilities and communication skills, explaining how they have been essential in coordinating teams and liaising with stakeholders, which are critical components of the bid manager role.

Closing: End your cover letter with a strong closing statement that reiterates your enthusiasm for the position, your confidence in your qualifications, and a call to action, such as requesting an interview to discuss how you can contribute to the organization's success.

Key qualities recruiters search for in a candidate’s cover letter

• Proven experience in managing and coordinating complex bids: Recruiters look for candidates who have a track record of successfully managing the entire bid process, from identifying opportunities to submitting winning proposals.
• Strong project management skills: Bid managers must plan and execute bid strategies, coordinate cross-functional teams, and meet tight deadlines, so recruiters value candidates who can demonstrate robust project management capabilities.
• Excellent communication and negotiation abilities: Recruiters prioritize candidates who can effectively communicate with stakeholders at all levels and negotiate terms with clients and suppliers to secure the best outcomes for their organization.
• Detailed knowledge of the industry and market: A bid manager should have a deep understanding of the industry they're operating in, as this knowledge is critical for crafting competitive bids and assessing risk.
• Financial acumen: The ability to create and manage budgets, understand pricing strategies, and analyze cost implications is crucial for a bid manager, so recruiters look for evidence of strong financial skills.
• Relationship-building skills: Recruiters seek candidates who are adept at fostering positive relationships with clients, partners, and team members as these relationships are often integral to securing and executing successful bids.

How to greet recruiters in your bid manager cover letter salutation

As the saying goes, "You never get a second chance to make a first impression."

Write your bid manager cover letter salutation to be more personalized to the actual hiring manager, who is set to assess your profile by:

• greeting them on a first-name basis, if you have previously communicated with them (e.g. "Dear Sam,");
• using their last name, if you have more formal communication or haven't spoken to them (e.g. "Dear Mr. Harrows" or "Dear Ms. Marshall");
• writing "Dear HR Team" or "Dear Hiring Manager", if you have no clue about who's recruiting for the role.

Search on LinkedIn, Google, or the company website to find information as to the recruiter's name.

In any case, avoid the impersonal "Dear Sir or Madam".

List of salutations you can use

• Dear Hiring Manager,
• Dear [Company Name] Team,
• Dear [Department Name] Hiring Committee,
• Dear Mr./Ms./Dr. [Last Name],
• Dear [Job Title] Search Committee,
• Dear [First Name] [Last Name],

How to start your bid manager cover letter introduction

The opening paragraph of your bid manager cover letter can seem like a real enigma.

Where do you start writing ?

In your bid manager cover letter introduction, focus on yourself by stating what:

• gets you motivated and excited about the role;
• you like best about the company, from culture to awards.

Write no more than two sentences, which are both authentic and show your enthusiasm for the opportunity.

The middle or body of your bid manager cover letter body: a great instrument to tell a story

Now that you've set the right tone with the greeting and introduction of your bid manager cover letter, it's time to get down to business .

Hear us out, the body of your bid manager cover letter is the best storytelling instrument you have, in your job-hunting arsenal.

Writing the next three to six paragraphs, take the time to reassess the advert to discover job-crucial requirements.

Next, choose one accomplishment that covers those key skills and talents.

Use precisely that achievement to tell an exciting story of how you match the ideal candidate profile.

In the undertones of your story or bid manager cover letter body, hint at the difference you'd make and sell your application as the perfect one for the job.

Final words: writing your bid manager cover letter closing paragraph

The final paragraph of your bid manager cover letter allows you that one final chance to make a great first impression .

Instead of going straight to the "sincerely yours" ending, you can back up your skills with a promise of:

• how you see yourself growing into the role;
• the unique skills you'd bring to the organization.

Whatever you choose, always be specific (and remember to uphold your promise, once you land the role).

If this option doesn't seem that appealing to you, close off your bid manager cover letter with a follow-up request.

You could even provide your availability for interviews so that the recruiters would be able to easily arrange your first meeting.

What could you write about in your bid manager cover letter when you have no experience

Candidates with zero professional experience often struggle to write their bid manager cover letter .

You may lack experience, but your application could still be impressive when you focus on your strengths.

Consider your most relevant talents (and/or one achievement) that align with the role and help you stand out.

Perhaps you spent every summer volunteering at your local dog pound - think of the job-relevant skills this experience taught you.

Sharing your tangible career goals is another good strategy to stand out.

Key takeaways

Within this Enhancv guide, we've provided you with plenty of advice and inspiration on writing your bid manager cover letter:

• Always make sure your bid manager cover letter is tailored to the role you're applying for to make a good impression on recruiters;
• In your bid manager cover letter include a header (with your name, the role you're applying for, date, and contact details) and an introduction of up to two sentences that highlight your key accomplishment or why you'd fit the role;
• Focus your bid manager cover letter body on one sole achievement through your career and all the valuable lessons, skills, and know-how you've learned (that are relevant to the role);
• Ensure your bid manager cover letter closing statement isn't generic and includes either a call to action or a promise;
• If you lack professional experience, shift recruiters' focus to a relevant achievement (thanks to your academic or versatile experience) or toward your dreams and goals for professional growth.

Cover letter examples by industry

AI cover letter writer, powered by ChatGPT

Enhancv harnesses the capabilities of ChatGPT to provide a streamlined interface designed specifically focused on composing a compelling cover letter without the hassle of thinking about formatting and wording.

• Content tailored to the job posting you're applying for
• ChatGPT model specifically trained by Enhancv
• Lightning-fast responses

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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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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

Proposal team structure: research reveals top roles and when to hire, new research: how are proposal teams adopting ai in 2024, rfp project management: 7 methods to win more consistently.

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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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Bid Manager Cover Letter Examples

Use these Bid Manager cover letter examples to help you write a powerful cover letter that will separate you from the competition.

Bid managers are responsible for developing and submitting proposals to potential clients. They need to be able to understand the client’s needs and create a proposal that meets those needs.

When you apply for a bid manager position, you’ll need to write a cover letter that showcases your skills and experience. Use these examples to learn how to write a cover letter that will make hiring managers want to meet you.

Formal/Professional Writing Style Example

With my strong background in bid management and a proven track record of securing lucrative contracts, I am confident in my ability to contribute significantly to your company’s success.

Throughout my career, I have showcased exceptional skills in managing the end-to-end bidding process, from identifying potential opportunities to contract negotiation and award. As a certified Project Management Professional (PMP), I possess the ability to lead cross-functional teams, efficiently coordinate proposal development, and maintain strict adherence to often tight deadlines. My strong analytical skills and ability to develop competitive strategies further set me apart from other candidates.

In my most recent role as a Bid Manager at XYZ Solutions, I successfully managed a high volume of proposals and secured contracts worth over $30 million. Additionally, my experience in fostering effective relationships with clients, partners, and internal stakeholders ensures a smooth and collaborative process every step of the way. My excellent communication skills, both written and verbal, have enabled me to create compelling and persuasive bid documents that consistently achieve my employer’s objectives.

Importantly, my ability to adapt to new industries and quickly grasp complex concepts has allowed me to achieve success in various sectors. Therefore, I am confident in my ability to make a significant impact as a Bid Manager within your organization.

Please find my enclosed résumé for your perusal. I would welcome the opportunity to further discuss how my skills and expertise align with your requirements and how I can support your organization in achieving its goals. Thank you for considering my application.

Yours sincerely,

[Your Name]

Entry-Level Writing Style Example

As a recent graduate with a Bachelor of Business Administration, specializing in Marketing and Management, from XYZ University, I believe I am well-equipped to excel in this role and contribute to the growth of your esteemed organization.

Throughout my academic career, I have honed my skills in project management, teamwork, and communication – all essential attributes for a Bid Manager. My participation in various group projects, case study analyses, and marketing strategy development has helped me develop a strong understanding of effective bid management processes. Moreover, my internship experience with ABC Company provided valuable insights into the dynamics of the business world and gave me a solid foundation for tackling real-world challenges.

Your company’s reputation for delivering high-quality projects and its focus on continuous innovation resonate with my own values and aspirations as a professional. I am confident that my skills, coupled with my passion for excellence, would make me a valuable addition to your team.

As an entry-level candidate, I am eager to learn and grow in this role under the guidance of experienced colleagues. I am confident that my enthusiasm for the Bid Manager position, coupled with my background in business and marketing, will enable me to make a strong contribution to your company’s ongoing success.

I look forward to meeting with you in person to discuss my qualifications in greater detail. Thank you for considering my application.

Networking/Referral Writing Style Example

I was referred to this opportunity by [Referrer’s Name], who is a highly respected colleague and friend. Our professional relationship dates back to our time at [Previous Company], where we collaborated on various successful projects. The positive working relationship we shared, and [Referrer’s Name]’s knowledge of my skillset, makes their recommendation highly valuable to me.

With over [Number of Years] years of experience in bid management, I have developed strong proposal writing and project management skills. In my previous role as a Bid Manager at [Previous Company], I helped secure numerous contracts valued at over $[Amount] million, leading to substantial company growth. I am confident that my expertise in analyzing requirements, developing effective strategies, and managing teams would greatly benefit your organization.

In addition to my professional experience, I hold a degree in [Degree Subject] from [University Name]. I have a keen eye for detail and excellent communication skills, which have proven valuable in developing compelling bid proposals and strengthening relationships with clients and stakeholders.

I am enthusiastic about the prospect of joining your team and contributing to the continued success of [Company Name]. I believe that my knowledge, skills, and the strong professional relationship I have with [Referrer’s Name] make me a perfect fit for this position.

Thank you for considering my application. I am looking forward to the opportunity to discuss my suitability for the Bid Manager role in more detail.

Enthusiastic/Passionate Writing Style Example

Ever since I came across your company, I have been in awe of the work you do and the positive impact it has on your clients. The commitment to not only deliver outstanding solutions but also to build long-lasting relationships with your partners is something that resonates deeply with me. I am incredibly motivated to seize this opportunity to become a part of that success story.

With over five years of experience in bid management, I have honed my skills in crafting compelling proposals that result in winning bids. I take great pride in my ability to effectively communicate the unique strengths of the organization and the value it brings to prospective clients. My keen attention to detail and excellent time management skills allow me to excel in meeting tight deadlines consistently. Moreover, leading collaborative, cross-functional teams to develop innovative strategies has been one of the most fulfilling aspects of my career, which I believe aligns well with your company’s ethos.

What excites me most about the prospect of joining your team is the opportunity to contribute to the continuous growth of your company. I have followed your achievements closely, and I am motivated to apply my expertise and passion to facilitate even greater success. I am eager to immerse myself in this dynamic environment and collaborate with equally passionate individuals to drive winning bids.

Thank you for considering my application. I look forward to the opportunity to discuss how my experience and fervor for bid management can be an asset to your incredible team. Together, I am confident we can continue to make a significant impact on the industry and contribute to your company’s ongoing success story.

Problem-Solving Writing Style Example

As an experienced Bid Manager with a proven track record of producing successful bids, I believe that I can help address the challenges your organization faces in winning new contracts and sustaining growth.

Having conducted thorough research about your organization, I have identified a potential area for improvement: the competition your company faces in acquiring projects from both large and small businesses. To address this, my previous experience in analyzing competitors and crafting unique value propositions can be instrumental in making your bids stand out while highlighting the key differentiators that resonate with prospective clients.

In my previous role, I managed a team to develop and submit winning bids that increased the company’s revenue by 40% in 18 months. This was possible due to my strong understanding of RFP requirements and the ability to communicate effectively with stakeholders across various departments, ensuring a cohesive and comprehensive proposal. My Project Management Professional (PMP) certification also proves my competence in managing the bid process from start to finish, including proposal development and submission, as well as contract negotiation and closing.

Beyond my accomplishments, I am proactive and have a natural tendency to identify and capitalize on growth opportunities. I understand the significant impact of winning major contracts on your organization’s reputation, and I am confident in my ability to find creative solutions that will help your company excel in the competitive landscape.

I am excited about the potential of contributing my skills and experiences to help your organization continue its upward trajectory, and I look forward to the opportunity to discuss my candidacy further.

Thank you for considering my application.

Storytelling/Narrative Writing Style Example

As I walked through the bustling marketplace in my hometown, I couldn’t help but take note of the numerous negotiations and exchanges taking place around me. Growing up in a family of small business owners, the art of negotiation and persuasion was instilled in me from a young age. I watched my parents tirelessly work to secure contracts and deals that would support our family and allow their business to thrive. These early experiences ignited a passion within me to pursue a career that would allow me to utilize my skills in negotiation, persuasion, and strategic thinking – a career as a Bid Manager.

Throughout my professional journey, I have honed my skills in identifying opportunities, crafting compelling proposals, and leading cross-functional teams to secure contracts in a competitive marketplace. My experience working as a Senior Bid Coordinator for XYZ Company has equipped me with the ability to manage complex bids, build rapport with clients, and creatively address challenges that arise during the bidding process.

I am particularly drawn to your organization because of its reputation for innovation and its commitment to making a positive impact in the industry. I am confident that my background in managing bids, coupled with my passion for strategic negotiation, would make me an ideal candidate for this role.

In conclusion, I am excited about the possibility of joining your team and contributing to the continued success of your organization. Thank you for considering my application for the Bid Manager position. I look forward to the opportunity to further discuss my qualifications and demonstrate my passion for this role.

Digital Marketer Cover Letter Examples

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Business Proposal Cover Letter

Proposal maker.

The cover letter of a business proposal is as important as the proposal itself. And it is quite distressing to know that some people do not put the right amount of time and effort in making a cover letter. It is in fact very critical to just see the cover letter as additional work in creating the whole business proposal.

Proponents of business proposals spend countless days and nights perfecting the business proposal but only spend a couple of minutes making a cover letter. Not only does it shout neglect, it can also be interpreted as being unprepared. Remember that the cover letter covers the proposal, it is the first piece of the proposal that the investor sees.

The cover letter directly addresses the person in charge of reviewing your business proposal. It is your chance to blow away and convince the investor to take a chance with your proposal. Neglecting its importance will greatly affect the chances of achieving the intended success of the business proposal. You may also see email cover letter examples.

Importance of a Cover Letter in the Business Proposal

The cover letter of the business proposal is one of the most important parts of the business proposal itself. It has been proven that in general, three parts of the business proposal are examined meticulously; the cover letter/i ntroduction/ executive summary , the costs and the timescales.

The cover letter has a strong correlation with the executive summary of the proposal. Therefore, the cover letter is the stripped down version of the executive summary. It only presents the key points on the major topics of the business proposal. It stands independently on its own; when the investor is unable to read the business proposal as a whole or even the executive summary, the cover letter can still present the major keys of the whole business proposal. You may also see business proposal letter examples.

Your cover letter is your chance to have a personal word with the investor and prepare him/her for what’s in-store. It should state that there is in fact a business proposal attached with the letter and that you are applying for a business loan or to start your own business. It also states the benefits the investor will gain when they invest in your business and it helps you make the investors believe that there is a good return of investment in your business. You may also like application letter examples & samples.

It does not merely introduce what the business proposal is all about, in fact it clearly summarizes the major points made in the executive summary. It carefully distills the message you are trying to relay in your business proposal. And since it is a summary of a summary, it does not need to be lengthy. So long as the major points have been thoroughly discussed and presented, your cover letter is doing just fine. You may also check out professional cover letter examples.

As mentioned before, it also acts as the cover of your proposal. Therefore, it should display your passion, eagerness and desire to fully pursue and work for the intended project. As it aims to convince the investors, important details that greatly affect the whole proposal must be included in the cover letter. You might be interested in business letter examples.

Business Proposal Cover Letter Template

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Business Funding Proposal Cover Letter Template

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Business Proposal Cover Letter Example

Size: 167 KB

Are you on the lookout for a Nonprofit Cover Letter Examples template? Then, checkout this template now. It not only comes with high quality design but you can also use it in any way you want. The editable and customizable option will make it easier to choose your template design in an efficient way.

Structure of the Cover Letter

Aside from all the necessary parts like the address, greetings, closings, etc. it is important to know the major structure of a cover letter for your business proposal.

1. Introduction

It is the most important part of you letter. It is the hook and it should immediately capture the reader’s attention. You can start it broadly but not too broad that you’ll need to dive into so much detail. However, it is always a better option to be direct and straight to the point. You may also see appointment letter examples & samples.

You introduction must briefly introduce you as the proponent and should carefully explain your purpose and ideas. Shock them with your unique ideas and urge them read more of the letter and the business proposal. It should be captivating and spark interest in your proposal. It is important to clearly but briefly the purpose and goals of your proposal in your letter .

For example,  “This letter is intended to formally propose septic tank cleaning services for the Name of Apartment Complex. We have been successfully the number one septic tank draining and cleaning service provider in more than 10 apartment complexes in CITY, for the past 25 years and would be happy to give testimonials from our customers. We respond 24/7 to all emergency requirements and make sure the septic tanks in every apartment is working efficiently.” You may also like complaint letter examples & samples.

The body of your letter should be direct and avoid indecision. It must clearly explain and justify the purpose of your business proposal. ‘Maybes’ and ‘Ifs’ have no place in your letter since nothing breaks trust faster than indecision and being unsure. You have to prove that you are worth every penny that the investor might invest in your proposal. You may also check out reference letter examples.

It communicates how qualified you are as the proponent in implementing the proposal. The body should provide evidence of your qualifications and the study you have conducted in the feasibility of the proposed subject. It should be clear to the investors that you have given your proposal enough thought, study and research so that can trust your vision. You might be interested in employee reference letter samples .

Eliminate the possibility of doubt. The investor must fully understand your objectives and how you plan to achieve them. Always highlight your qualifications but avoid sounding conceited. For example you can describe how adequate you are in the field, how well trained your team is or how advance your equipment are. This will let the investor know that you or your company are entirely capable of doubling what they invest. You may also see new hire welcome letter examples.

3. Conclusion

In the conclusion, always invite them to read the business proposal as a whole. It’s always a welcomed lead-on to encourage the reader to read the rest of your proposal since you have provided a well-researched and well-written proposal that supports your claims. You may also like official resignation letter examples.

Always aim to encourage them to take a chance on reading and understanding the rest of your proposal since it is the main purpose of your cover letter. Most importantly, include your contact information in the closing of your letter so they know when and where to reach you whenever they need further discussion on the matter. You may also check out termination letter examples & samples.

Foundation Proposal Cover Letter Example

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Editable Business Proposal Cover Letter Example

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How to Write a Business Proposal Cover Letter

1. Should you decide to use an electronic format or even yet a video and go paperless, it is also acceptable. However, if you want to pursue the traditional way, the cover letter of your business proposal must be in a business or professional format. It must follow the structure of basic business letter .

You can start with the basic format before the actual content. The header of your letter should include the name of your company, your address, and your contact information. You can then add the name of the recipient along with his/her designation and their company’s contact information. Do not forget the date in your letter. Then, address the recipient with his/her title, for example, Mr. Ms. Mrs. Engr., etc. After so, choose the right closing for your letter like ‘Sincerely’ or ‘Respectfully.’ At this point your letter should look like this:

2. Depending on the nature the proposal, it can either be solicited or unsolicited, the requirement for the proposal or the problem to be addressed must be discussed. If the proposal is solicited, ask yourself why the investor has sought out your products or services, or what problems do they have that you can easily solve. In this way, you can start the introduction of your letter accordingly. For example in a solicited proposal you can start by saying: “As we discussed in our last meeting…” and then immediately state the issue/requirement in the same single sentence. You may also see how to write a personal letter with examples .

If you are submitting an unsolicited business proposal, start your letter immediately with a hook. You need to truly shock your readers so they can be encouraged to read more. Stating a pertinent question always works or monetary consequences of a problem to evoke strong emotions. For example, “How would you like to increase your sales by 50% in the next 6-months while lowering your marketing expenses?” or “An average company loses $1,000 every day on electrical wastage! Our solution eliminates that electrical waste.” You may also like notice letter examples .

3. Advertise what you can bring to the table. Tell your readers that you have conducted studies to help prove that you can be a big asset to the company. Talk about the analysis you conduct to help figure out the problem and the solutions you can and will provide. State the results of those studies that back up your claims. It can be presented in a bullet point format following an sentence or two about the analysis. The list should clearly explain the goals you try to achieve through your product and//or services. You may also check out recommendation letter examples & samples .

For example:

“We will analyze/have analyzed (as may be applicable) the complete operation of your company and we have found that through the use of our service, your company will:

• Increase brand awareness
• Increase marketing ROI by over 50%
• Rationalize your pre-sales and post-sales process
• Acquire new client segments including the untapped local client base, and lower your new client acquisition costs by over 30%”

4. In this step, it is important to realize that this doesn’t mean highlighting the features of your product or services. This is when and where you clearly explain the benefits the investor will have from your proposal. You should clearly state what the investor will receive upon purchasing your products and/or services. For example, “By using this approach to the whole operation process, we can help your company increase revenue by over 50% while at the same time creating an excellent environment for your future products.” You may also see vehicle expense reimbursement policy letter .

It is also optional to include you qualifications as the proponent. You can mention why and how you or yur company is the best option to handle the issue over the others.

5. Finally, as the conclusion of your letter or video, you have to tell the recipient what you want him/her to do next. This is a blatant but very much necessary to do so since this is the call-to-action part of your letter. This can be encouraging the recipient to read the rest of the proposal or urging him/her to get in touch in order to discuss the proposal in person. In this case, you have to include your relevant contact information so the recipient can easily get in touch. You may also like how to write a job resignation letter .

By the end of all of these steps, your letter will look like this:

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In conclusion, a cover letter for a business proposal is a vital part of the whole. It introduces not only you as the proponent but also the main purpose and the goal of the proposal as well. It briefly explains the major points made in the content and the whole proposal and prepares the reader for what he/she is about to read. You may also see how to write an official letter .

We hope we were able to clearly explain the importance and how to write your own cover letter for you business proposal.

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Request for proposal executive summary: Example, template & tips

Even for the most experienced proposal manager, writing an effective request for proposal executive summary can be a challenge. After all, it needs to be concise, clear and compelling. At the same time, it must convey your deep understanding of the buyer’s unique needs while perfectly capturing how your organization helps them meet their goals and delivers value.

Certainly, it’s no easy feat when you’re staring at a blank screen, feeling the RFP submission deadline approaching minute by minute. So, to avoid facing that pressure, I always recommend checking out a request for proposal executive summary example or two to give yourself a head start.

In this post, we’ll define an RFP executive summary (sometimes called a proposal executive summary) and share how it differs from a cover letter. Then we’ll outline best practices for writing an executive summary for an RFP as well as how to leverage RFP software to make the process faster. Finally, I’ll offer an RFP executive summary example, samples and templates for inspiration to help you get started.

Just need the template? Download our sample RFP executive summary .

NOTE: If you’re looking to summarize your proposal as part of an RFP response you can download our proposal executive summary template .

Table of Contents

Proposal executive summary basics, what is a proposal executive summary, why create an executive summary for a proposal, who writes the executive summary.

• When should you write an RFP executive summary?
• The difference between an RFP executive summary and a cover letter

How to write a proposal executive summary

• Best practices for stand-out executive summaries

RFP executive summary examples

Proposal executive summary template

A proposal executive summary is a document that provides a high-level overview of a vendor’s bid, proposal or offer. The executive summary for a proposal is usually just a few pages long and precedes the proposal itself which is much longer and contains lots of in-depth information.

Think of it like a book jacket that includes a teaser blurb. An effective proposal executive summary helps the reader decide if they want to dig in and read more about the vendor’s offer. It contains a synopsis of the buyer’s needs and objectives as well as the vendor’s proposed solution and experience.

The proposal executive summary may also be called an RFP executive summary, RFP executive brief, an executive summary of an RFP or an RFP response executive summary. All of these terms can be used interchangeably.

This short but powerful document also provides additional context for the buyer or decision maker to consider. The intention is to inform and persuade the executive. Most of the time, executives only read this brief instead of the whole RFP, so it has to be right on the money.

Bid Perfect , a proposal consultancy, offers this insight:

“The people who will read your executive summary will be expecting it to summarize the main, compelling elements of your bid, how it meets with their specific objectives and why they should select you as their supplier of choice above all others.”

There’s no way around it, reading an RFP response isn’t everyone’s idea of a good time. Indeed, due to the in-depth nature of RFP questions and responses, it is unrealistic to expect that an executive will have time to read each 50-page proposal from front to back. Despite this, often executive stakeholders are key decision makers.

Luckily, the executive summary of a proposal provides a solution. Because it is typically contained on one or two pages, the summary enables busy stakeholders to understand the vendor’s offer and RFP response in mere minutes.

Beyond saving time, the RFP executive summary gives you the opportunity to address an executive’s concerns that may not have been covered in the RFP questions. Indeed, the reason an executive buys a solution often differs from the reasons that a production team (sales, marketing, IT, etc.) is interested.

Executive teams have big-picture, strategic goals while production teams have daily workflow improvement goals. For example, when we work with sales teams their main objective is to save time and respond to RFPs more efficiently. However, an executive is more interested in how Responsive increases win rates and revenue.

With that in mind, the executive summary of your proposal presents an opportunity to differentiate your organization from your competitors. It is the perfect place to express how your business helps the executive (and organization) meet their goals.

Generally, the proposal manager writes the RFP executive summary. However, that is not always the case. Indeed, in small- to medium-sized businesses, sales or marketing may write the proposal executive summary.

Regardless of who is the primary writer of the executive summary, just like with the proposal, it’s a group effort.  Be sure to involve anyone who has the best knowledge of the prospect’s needs, the proposal win themes and the proposal content. Many members of your team will contribute to or review the executive summary.

Typical creation and approval process for the proposal executive summary

• Proposal coordinator or manager: Begins the process using an executive summary template for proposals
• Sales, marketing or business development team: Ensures the proposal summary aligns with win themes and customer needs
• Subject matter experts: Contributes to and verifies accuracy
• Marketing – Polishes content and ensures brand alignment
• Executive approver: Reviews the messaging, signs and approves the final RFP executive summary

When should you write the executive summary?

At what point in the RFP response process should the executive summary be written? Well, it depends on who you ask.

Some argue that writing the executive summary of the proposal at the beginning of your proposal timeline helps guide your messaging and process. Conversely, others recommend waiting until the end of your proposal process to create the executive summary for your RFP response. And still others believe it’s best to write the proposal summary as you go.

As you might imagine, this topic is hotly contested among proposal professionals. The difference in timing delivers different benefits:

1. Starting with the proposal executive summary

APMP teaches that writing the entire first draft of your RFP executive summary at the beginning is best. By writing the summary at the beginning, you can incorporate customer insights gained from your discussions to bid or not to bid as well as any win themes that have been identified in the capture management plan.

2. Writing the RFP executive summary as you go

Another option is building your proposal executive summary in tandem with your RFP response. Bid Perfect suggests that the executive summary of your request for proposal should be a living document. Consequently, edits are gradual and continual as the team works on the proposal: “We believe that there should be no fixed time for writing it but that we are always writing our executive summary throughout the life of the bid preparation phase.”

3. Creating the RFP executive summary as your last step

Finally, Boardroom Metrics recommends writing the RFP executive summary at the end, saying,

“… write it at the end, once all the other work has been completed on the response. That way you will have access to all the thinking that’s been done on preparing the request for proposal – thinking on the issuer, their needs and your solution.”

Ultimately, each of these approaches works and only you can decide which of the three is best for you. Consider your organization’s unique RFP response process and determine which strategy fits.

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

At first glance, it may seem like the executive summary and an RFP cover letter are the same thing. Afterall, they both precede the full RFP response and take only one page. In addition, often, the RFP issuer doesn’t establish requirements or parameters for either document. So it’s easy to see why the two get confused. However, each document has a unique purpose and requires a different approach.

Executive summary vs. cover letter

Request for proposal executive summary.

To put it simply, the executive summary is a high-level overview of your proposal. Its purpose is to enable the reader to quickly understand key elements of the proposal. Think of it as a blurb on the back of a book. Without having to read the entire thing, anyone can read the executive summary and understand the highlights of your proposal.

RFP response cover letter

On the other hand, the RFP cover letter is more like a greeting and introduction. Consequently, it can be slightly less formal than the executive summary. A great cover letter will give the reader a positive first impression of your company and encourage them to dig into your full proposal.

An effective RFP executive summary will:

• Help a busy executive or stakeholder get up to speed
• Predicts the benefits the customer can expect from your partnership
• Summarize the most important parts of your proposal
• Offer additional insight on key differentiators

A compelling cover letter will:

• Be addressed to the evaluator(s) and set the stage for the proposal
• Express an understanding of the business and their needs
• Convey your desire to be a true partner and why you’re a good fit
• Create a genuine, human connection

Despite their differences, when well written, both the executive summary and cover letter can help make your proposal more memorable. However, it is important to remember that neither document is a sales pitch about your business. Indeed, both should be customer-centric and benefit focused.

Which comes first, the proposal executive summary or cover letter?

Another common question that comes up when discussing proposal executive summaries and cover letters is which comes first when presenting your final RFP. Again, the answer to this question depends on who you ask. One easy way to decide is to ask, ‘If a decision maker only reads one of these two pages, which would you pick?’ In most cases, we believe the answer is the executive summary.

Suggested order of RFP documents

• Executive summary
• Cover letter
• RFP response
• Pricing (if not included in the RFP questions)
• Supporting documentation
• Terms and conditions

How to write an RFP executive summary

One effective strategy for writing an executive summary breaks down the content into four sections: needs, outcomes, solution and evidence. Developed by Dr. Tom Sant, the author of Persuasive Business Proposals, this approach goes by the acronym NOSE. Your executive summary should address these four areas:

• Needs: Spell out your understanding of the prospect’s challenges
• Outcomes: Confirm the results they expect to achieve
• Solution: Explore how you solve the problem
• Evidence: Build trust by sharing results from customers with similar needs

According to Dr. Sant, by organizing your executive summary to align with NOSE, you’ll address the main three questions executives ask:

• Does the proposed solution meet the need?
• Is it worth the investment of resources and time?
• Can they really deliver?

Many salespeople make the mistake of focusing more on “summary” than “executive.” Remember that your proposal executive summary shouldn’t be a table of contents for the RFP response. It should speak to the executive perspective.

RFP executive summary best practices

Now that you have all the basics down, let’s dig into some best practices for your request for proposal executive summary.

Make your message customer-centric

Similar to your RFP response, the focus of the executive summary should be the customer. As you write, keep them in mind. Make sure that you address their criteria, needs and goals. Hone in on the specific things they indicated are a priority and explain how your solution delivers value to those areas.

Your message should resonate with executives and stakeholders alike. If possible, tell a memorable and influential client success story that brings your value to life. Alternatively, you can convey your strategic vision for your partnership. In addition, clearly and succinctly reiterate the key points and differentiators in your proposal.

Use the recipient’s actual name whenever possible. It makes recipients feel important and personally attended to when they see their name on the front page. Additionally, aim for a 3:1 ratio of recipient company name versus your company name.

Use dynamic verbs and active voice

Sadly, the most popular title for an executive summary is “Proposal for Prospect Company.” Use the title or subtitle as an opportunity to capture the executive’s attention. “Increasing lead-generation…,” or “Visualizing revenue forecasting…,” or “Streamlining cloud storage…” or whatever it is that your solution is going to do for them.

And, just like in your RFP responses, remember to use active voice whenever possible. This practice makes your RFP executive summary more direct and impactful.

Express empathy and understanding

Use your proposal executive summary to convey your understanding of the company’s needs — remember the ‘N’ of the NOSE approach above. Work with the  sales and business development teams to gather this information.

As you enumerate the prospect’s objectives, limit your list to between three and five points prioritized by importance. If your list is longer you risk making later bullets seem trivial. As you articulate your understanding in the proposal executive summary, you relieve any concerns an executive approver may have as the holder of the purse strings.

Be concise and make a big impact using as little space as possible. Review each sentence critically. Does it convey something new, relevant to the reader and memorable? The RFP executive summary isn’t the place to get into the details of every aspect of your offer. It should be easy to scan and understand.

Remember, the reviewer is likely reading a summary from every prospective vendor trying to keep them all straight. Your brevity will not only make your executive summary more memorable, but the reviewer will appreciate it.

Leverage your knowledge library

The content library in your proposal management platform doesn’t just have to be for RFP responses. You can also store executive summary content in the same way. We all know the feeling of satisfaction when we perfectly articulate a value proposition or find a clever way to point out a differentiator. Don’t miss an opportunity to use that awesome content in your next RFP response. Use tags and categorization to save sections of text for future executive summaries.

It’s worth noting that if you use RFP software, you can automate much of your executive summary construction. You can use a template for consistency, gather the responses you need and leverage the Responsive AI Assistant to summarize your content.

What used to take hours, you can now accomplish in minutes. However, don’t forget to remove any customer information before saving it to your knowledge library. And just like your RFP or proposal templates, always remember to customize and review before sending.

Make sure it can stand alone

Write your executive summary as if the reader has limited knowledge of the original RFP or your corresponding proposals. The document should be easy to understand on its own.

Outlining high-level benefits is key. Remember that the executive summary may be the only thing that some decision-making stakeholders read. So make sure you make it count.

Follow directions

This may seem basic, but it’s not uncommon for procurement teams to disqualify vendors that didn’t follow instructions. For example, we’ve seen some RFPs that include executive summary guidelines like page limits, topics to be covered or format. If instructions are provided, be sure that you’ve read them carefully and follow them closely — a proposal compliance matrix can help.

Proposal executive summary examples

Want to see an executive summary for an RFP example? You’re not alone. As with most writing, starting is the hardest part. If you find yourself frozen, staring at a blank page check out these RFP executive summary examples to help.

Simple RFP executive summary example

This proposal executive summary example is one that we have used ourselves. You’ll see the approach we use when creating an executive summary for an RFP we’ve answered. The customer wanted a solution that would improve and automate their manual RFP response process, deliver value quickly and grow with them.

You’ll see in this executive summary for an RFP example that we addressed each of the customer’s needs. In addition, we touched on several of our key differentiators. To conclude, we support our statements with a proof point and a statement of what the customer can expect when they partner with us. You can jump to the next section to download this example as a template.

Creative extended proposal executive summary example

This imaginative RFP executive summary example plays out a sample scenario between fictional companies called “Paradocx” (the prospective vendor) and “ACME” (the buyer). If you’re familiar with Road Runner and Wile E. Coyote, you may recognize a few of the themes in this example. Additionally, this example follows the NOSE approach described above. As you read along, see how the proposal identifies the needs, outcomes, solution and evidence.

RFP executive summary template

Executive summary template for a proposal.

You can download this RFP executive summary template for a proposal in Word and customize it to meet your needs. In addition, the request for proposal cover letter template provides suggestions in the comments with additional guidance so anyone can quickly create an impactful executive summary.

Additional RFP executive summary examples and resources

• APMP ⁠— RFP executive summary template
• APMP California Chapter Presentation ⁠— Making it count: The effective executive summary
• Bid Perfect Guide ⁠— Writing an effective executive summary

The value of a proposal executive summary

We answer a lot of RFPs here at Responsive. And, we have a saying, ‘A proposal by itself is unlikely to win the deal, but a bad proposal can certainly lose it.’ The same can be said for an executive summary.

It’s been my experience that very few organizations or individuals get any training on writing effective RFP executive summaries. Hence, there’s often a lot of inconsistency from one sales person to the next — which makes it difficult to identify what’s working. That’s one area where the Responsive platform shines. With dynamic templates, simplified collaboration and content governance, you can create consistent, data-driven RFP executive summaries in minutes.

Of course, every executive summary of an RFP is a little different. But with the right process and tools, you’ll be far more likely to be successful. And, as your experience grows, expands and improves, so too will the quality of your executive summaries.

• [Guide] RFP proposal software for small businesses
• How to maximize ROI of a strategic response management platform
• Guide to a great RFP response process

Keith Norrie

Keith Norrie is a Senior Director of Sales at Responsive. He has over 25 years’ experience in consultative sales, operations and product management, and has been assisting organizations with optimizing their proposal and RFP response processes since 2002.

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Construction Bid Cover Letter (Sample)

If you’re bidding on a construction project, here’s a sample template you can use to write a construction bid cover letter .

Dear [name of potential client],

Thank you very much for approving us as one of your bidders for your project. I feel thrilled about working on this project. I believe that our company, [ company name], is most suitable to work with you.

The bid I proposed includes those previously indicated in the building specs we have discussed. Should there be any changes, kindly contact me so I can review my bid and provide you with an accurate cost.

Please give us a call if you have concerns or questions regarding my bid.

Thank you very much for this opportunity. We hope to hear from you soon.

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