For many companies, responding to requests for proposals (RFPs) plays a major role in a business development plan. But it’s also a task that can hone a company’s performance and strategic communications skills and improve its chances for getting new customers. Michael Ferranti, CEO of Endai Worldwide, a New York–based integrated Internet marketing and search engine optimization firm, offers these seven tips for making your proposal stand out among the competition:

• Always read the instructions to bidders — closely, then closer still. A poorly written overview can frequently be a source of tension, but it’s important to realize that you can ask questions. If you need to request additional information, do so early in the process.

• Strive for a clear vision and concise copy. Once you have a clear definition of the assignment, organize your team and map out the objectives for the proposal. Remember, clarity and brevity win hands-down. This is a time to convey your company’s personality, work style, and ethics.

• Follow instructions and formatting carefully. When reviewing your initial draft, make certain that you thoroughly check the content against the original RFP, to make sure you’ve covered all specifications.

• Assign tasks according to strengths. Different employees have different strengths. When you begin the process, make sure you take a team approach to getting things done. No one person should be given complete responsibility.

• Stick to budget targets (if given). Be honest and crystal clear about your billing practices. Clients have a legitimate right to point back to your proposal during contract negotiations and the project itself.

• Invest in research and creative. A few minutes spent on Lexis/Nexis (or Google) can allow you to demonstrate your knowledge of a prospective client’s business.

• Be true to you. No matter how enticing a project or company may seem, you don’t want to lose money in the long run. Being true to your own values is essential.

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