cover letter for rfp example

How to Write a Winning Proposal Cover Letter (Plus 5 Real Examples)

First impressions are important—especially in the world of proposals.

That’s why writing a good cover letter is an essential step towards winning a bid. In the request for proposal (RFP) process, this single-page letter marks your first opportunity to grab a prospect’s attention and make it clear that your company is uniquely positioned to solve their problem. So if you’re currently using boilerplate copy… Stop. Immediately .

In this blog, you’ll learn how to write custom proposal cover letters that grab a prospect’s attention and increase your chances of winning RFP responses . Plus, five examples of real proposal cover letters from industry pros.

In this article, you’ll learn: 

What is a Proposal Cover Letter?

• What to Include in a Proposal Cover Letter
• How to Write a Proposal Cover Letter
• 5 Real Proposal Cover Letter Examples ⭐

Next Steps: Build Quality Proposals Faster

A proposal cover letter is a single-page document used to pitch your business offerings to a potential client. In it, the customer can tell whether you’re genuinely engaged and have done your research—or if you’ve simply copy and pasted generic language from past business proposals.

It’s also your first opportunity to convince a client to why they should continue reading your proposal. Considering the average team spends 32 hours writing a single RFP response , it’s critical that your proposal cover letter makes a good impression.

“This is the most important five paragraphs one can write as it’s the only part everyone will read. You must knock it out of the park or you’ll lose.”

What Should You Include in a Proposal Cover Letter?

Like any good cover letter, your proposal should open with a unique offer or positioning. It’s important to establish early on why your team is best suited to solve a client’s problem.

A strong proposal cover letter includes:

• A greeting : Introduce your company and what you do.
• Clear summary: Describe your value propositions at a high-level. Be sure to connect these points to your client’s needs. ( Also known as an executive summary. )
• Personalized offer: Explain to the client what you can uniquely provide to solve their problem.
• Relevant references: Help the prospect understand why they should choose you over competitors.
• Visuals: If you have a designer on your team, include visuals that help emphasize the most important content on this page. For example, use callout boxes to make value propositions stand out for busy procurement teams who are skimming the page.

From the offer you present, to the visuals you include, the details in your proposal cover letter should be all about the client. The goal is to show how your company shines before they even get into the details of your proposal. Demonstrate the qualities that you bring to this potential customer by starting out your relationship on the right foot.

Jon Williams, Managing Director of Strategic Proposals , shares the key points you should concisely hit to be successful.

“Thank the customer, show enthusiasm, demonstrate senior sponsorship, briefly introduce win themes–and then shut up and leave the rest to a brilliant exec summary!”

How to Write a Winning Proposal Cover Letter

From reading the RFP thoroughly, to outlining a clear offer, there are six critical steps that seasoned proposal professionals recommend you take to craft a quality cover letter. ( Psst…you can fast-track these steps by using AI for proposal writing . )

Step 1: Read the RFP Cover to Cover

This step seems obvious, but it’s surprising how many teams skip it. You must read the RFP thoroughly, from cover to cover, before beginning your letter.

While reading, take note of any recurring themes from your prospect. Perhaps they focus on quality of design and ease of use. Or maybe they emphasize needing certain functionalities or features—whatever the case, Kori Warriner of KCI Technologies recommends you consider the following questions as you read through the request for proposal:

Questions to consider:

• What is the client’s reason behind the project? (revitalization, aging infrastructure, etc.)
• ​​Where is the funding for the project coming from?
• Does the client have any hot-button issues regarding the project?
• What is the desired end-result?
• What would speak to the client? (retirement-friendly, aesthetics, budget, etc.)

“You need to make the client feel as though you are speaking directly to them.”

While questions may differ by industry, the idea remains the same. Reading the RFP thoroughly helps you better understand the problems your prospect is facing. Which in turn help you paint a clearer picture of how your company can support them.

(It can also help spark ideas for win themes, or specific language, that truly resonates with the prospect—more on that later.)

“Instead of saying ‘we are pleased’ or other overused statements such as that, I introduce my company, and then switch back to talking about what we can do to help the client reach their goals,” Kori explains.

Step 2: Capture Your Prospect’s Attention Early

Chances are, your prospect is extremely busy. They’re likely to skim your proposal cover letter—which is why you should focus on making it memorable. Use it to create a connection to your prospect and capture their attention early in the proposal.

In the structure of a proposal , the first paragraph is the best place to earn your reader’s attention, shares Senior Proposal Consultant Kelly Allen.

“Try to capture the reader in the first paragraph by relating to them in some way. If they are a current client, leverage your relationship. If not, demonstrate a clear understanding of what they need.” Kelly Allen, Senior Proposal Consultant, UKG (Ultimate Kronos Group)

Step 3: Use Clear, Competitive Win Themes

Once you identify their distinct needs, you can formulate which key themes need to be identified in your cover letter. Then, narrow it down to the most persuasive reasons that your prospect should choose your proposal over a competitor. Eileen Kent, President of Custom Keynotes, explains that these are also known as “ win themes ”.

Win themes should be based on what the customer told you they wanted. Position yourself as the one company that can deliver exactly what your prospect is looking for. To do this well, it’s essential that you also understand what your competition is doing.

Here’s how to brush up on what your competitors are offering:

• Review competitors’ websites
• Read competitors’ financial statements
• Look at review websites like G2 or Forrester reports including your competition
• Ask if clients are willing to share competitors’ past RFPs (You never know, unless you ask)

At this stage, you’ll want to focus on how you can stand out from the competition. Eileen also recommends acknowledging any elephants in the room. By that, she means anything that the client may consider your team’s weakness.

She recommends addressing weak points head on to leave a good impression, “The elephant in the room could be your business size. Address it by talking about how you formed a tight team who have exceeded performance expectations, and worked together for years, so they see that as a strength instead,” she explains.

Step 4: Provide a Personalized Offer

Now that you’ve grabbed your prospect’s attention, you need to maintain it. Do this by outlining clear benefits, which speak directly to their pain points in an enticing and clear way.

You should outline how your product will positively impact the buyer and identify what they will get out of your partnership.

“Choose the top 3-5 features of your solution and describe how they will benefit your customer in a single line. Be direct: Here’s what we offer. Here’s how it will solve your problem.”

Step 5: Use a Strong Closing Statement

Your closing statement should be concise, reiterate your capabilities, and highlight the value you deliver. But don’t forget that it’s also an opportunity to connect with your prospect through the proposal process.

“To build a connection, you have to ignore outdated writing advice and not be afraid to use real language” says Rebecca Baumgartner, Sr. Manager, Proposals, PFS .

“Whoever is reading your cover letter can immediately tell if you’re hiding behind jargon or parroting the language of the RFP because you don’t understand what they need,” she explains.

“But when you write authentically, you have the opportunity to show the client you’ve been listening.”

“A great cover letter isn’t stuffy or formal–it’s a conversation between real people, a chance to put aside the technical language of procurement and connect with the human being on the other side.”

Step 6: Add the Finishing Touches

When crafting your proposal cover letter, there are a few final checkpoints to leave your prospect with a good impression.

Graphics aren’t necessary for a proposal cover letter, but they can be helpful. For example: highlighting a quote from a customer in a different font, or using callout boxes to emphasize your key value propositions. Use visuals that help to emphasize your main points, not distract from them.

Here’s what Izane Cloete-Hamilton, CPP APMP, of nFold recommends.

• Use a company letterhead
• Address the letter to the individual specified in the RFP
• Sign the cover letter from a senior person at your company
• If the response is from a strategic partnership between two companies, use dual signatures
• Ensure your letter is no longer than one page

“Sign the proposal cover letter from the highest-level person with signature authority, preferably someone that the customer knows personally.”

Proposal Cover Letters (5 Real Templates)

Now that you know what steps to follow, it’s time to look at some real examples of business proposal cover letters. While you don’t want to copy a boilerplate letter, these templates may provide helpful guidance for your next proposal.

Here are the types of proposal cover letter examples you’ll see above:

• Real proposal cover letter example from a security company
• Example proposal cover letter for an amusement park
• Real proposal letter & executive summary from an enterprise design consultancy
• Winning cover letter example from KCI technologies
• Another proposal cover letter example from a security company

Looking for a sample grant proposal cover letter? Check out this article .

“Remember, your cover letter isn’t about you, it’s about your client. Let them know that you understand them. Then you can talk about how your company can solve their potential challenge.”

To make more time for writing winning proposal cover letters, you’ll need to make some efficiency gains in your overall RFP process. Start by setting your team up with a proposal software that can improve speed and collaboration amongst your team.

Take Aspen Medical for example. Their business development team started using Loopio’s proposal platform in October of 2019. Within a few short months, they were putting together proactive proposals in just 15-30 minutes and seeing a big return on investment (ROI).

In fact, a survey of 165 companies RFP ROI found that those who consistently use proposal software have achieved results of:

• 51% more RFP responses
• 42% less time spent answering proposal questions
• 85% of companies win more business

If you’re looking to improve the pace of your next proposal, try Loopio’s software.

Improve Your Proposal Writing 📝

Want to learn how to master your craft? Read more about proposal writing skills or how to craft a repeatable RFP response template .

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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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Mastering RFP and Proposal Cover Letters: Strategies and Templates

The article provides an extensive guide on creating effective RFP cover letters. It highlights the cover letter's importance as a first impression and as a summary that introduces your company and addresses the client's needs. Key elements of an effective cover letter are discussed, such as a strong opening, understanding of the client's problem, and a persuasive closing with a personalized touch. The article emphasizes customizing the cover letter for each RFP and showcasing your understanding and expertise. It concludes by advising the use of templates wisely and leveraging proposal management software like Arphie to streamline the RFP process.

Introduction to RFP Cover Letters

Understanding the importance.

An RFP (Request for Proposal) cover letter is more than a formality; it's your first opportunity to make an impression and set the tone for your proposal. It's a crucial component that can significantly influence the reader’s interest in your proposal.

Defining the Purpose

The cover letter serves as an executive summary, introducing your company and proposal, and highlighting how you specifically address the potential client's needs. It should encapsulate the essence of your proposal, drawing the reader into wanting to delve deeper into the full document.

Components of an Effective RFP Cover Letter

Structural elements.

The cover letter should begin with a strong opening sentence to grab the reader's attention. This is followed by a section that demonstrates your understanding of the client's problem, outlining your proposed solution. The cover letter should conclude with a persuasive closing, expressing your eagerness to discuss the proposal further and a courteous acknowledgment of the opportunity​​.

Key Details to Include

A successful cover letter should include a personalized greeting, a concise summary of your value proposition (akin to an executive summary), a tailored offer demonstrating your unique capabilities, relevant case studies or references, and visually engaging elements to highlight key points. It's important to ensure the content is client-focused, underscoring your alignment with their specific needs and objectives​​.

Strategies for Writing an Impactful Cover Letter

First impressions matter.

The opening of your cover letter is critical. It should be compelling, concise, and formulated to instantly capture the reader’s attention. Utilize powerful language and convey your unique value proposition succinctly.

Tailoring Your Approach

Customize your cover letter to mirror the tone and requirements of each RFP. This includes matching the language and terminology used by the potential client, addressing specific aspects of their RFP, and ensuring that any reused content is appropriately adapted to fit the current context​​.

Showcasing Understanding and Expertise

Demonstrate a deep comprehension of the client's problem or challenge and articulate how your proposal directly addresses these issues. This section should reflect your thorough research and understanding of the client’s needs, showing that your solution is not just effective but uniquely suited to them.

Concluding the Cover Letter Effectively

Creating a strong call-to-action.

End your cover letter with a clear call-to-action, inviting the client to engage further with your proposal. This could be an offer to discuss the proposal in more detail, address any queries they might have, or suggest a meeting to elaborate on your solutions.

Professional Closure

The signature on your cover letter should come from a high-level executive or someone with significant authority in your organization. This lends credibility and shows the client that your proposal is backed by senior leadership. Include contact details for professionalism and ease of communication.

Differentiating Your Cover Letter

Standing out from the competition.

Use your cover letter to differentiate your proposal from others. Highlight unique aspects of your solution and why your approach is more advantageous than others. This is where specific case studies or examples of past successes can be particularly effective.

Conciseness and Clarity

While detail is important, clarity and brevity are equally crucial. Avoid overloading the cover letter with excessive information. Instead, focus on clear, concise points that convey your message effectively and encourage the reader to explore the rest of your proposal in detail. If you're having trouble editing down your cover letter, consider using AI tools to help give you a great first draft to start with.

Leveraging Templates and Additional Resources

Using templates wisely.

Templates can be a great starting point, but it’s vital to customize them for each RFP. Use the structure provided by the template as a guideline, but fill it with content that is specifically tailored to the client and their RFP. Remember, the goal of the template is to provide a framework, not to offer a one-size-fits-all solution.

In conclusion, an RFP cover letter is a critical tool in your proposal writing arsenal. It's your chance to make a strong first impression and set the stage for your detailed proposal. By following these detailed strategies, you can craft cover letters that not only resonate with potential clients but also significantly increase your chances of winning RFP responses​​. Remember, the cover letter is not just an introduction; it's an opportunity to showcase your understanding, expertise, and the unique value you bring to the table.

Next Steps: Accelerate Your Proposal Development Process

To allocate more time for crafting impactful proposal cover letters, it's essential to streamline your overall RFP process.

Begin by equipping your team with proposal management software that enhances speed and fosters collaboration.

For those wanting to enhance the efficiency of their proposal processes with cutting-edge AI technology, trying out Arphie’s software could be a game-changer.

Arphie Team

Arphie's product and content marketing team.

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RFP Cover Letter: The Dos and Don’ts

Table of Contents

You’re not alone if you feel like completing RFPs is a never-ending process. Time, research and planning all take an organized effort from your team. There are myriad documents to assemble and requirements to meet. But, just when you think you’re finally finished, you may realize that you’re forgetting that all-important ‘first impression’: your RFP cover letter. Cover letters are often not on the list of the issuer’s requirements, so they’re easy to forget. Some people also feel uneasy writing cover letters because they’re so different, both in purpose and tone, from the rest of the bid. But, as with the icing on the cake, the cover letter tops off your information-full RFP with a personalized touch. 

Your RFP cover letter’s objectives are:

• To thank the company for the opportunity to bid.
• To provide a short explanation of who your company is.
• To quickly summarize why your company is qualified to meet the requirements of their RFP.

In this article, we share some notions of what to do (and what not to do) when writing your RFP cover letter. 

Do: Match Your Style to the RFP

As the cover letter is the first page of your RFP package, tailor the formatting to align with the issuer’s requirements. Issuers typically include a specific formatting guideline they ask responses to follow, including font and font sizes. For example, if the issuer requires the response to be in Times New Roman in 12-point font, implement the same into your cover letter. 

Don’t use any fonts meant for party invitations (i.e., Comic Sans, Scripts, or any that reflect handwriting). If the issuer does not list a requirement, select a font that’s clear, professional and easy to read (i.e., Roboto, Arial).

Don’t: Write a Lengthy RFP Cover Letter Introduction

Your response is filled with many pages detailing, defining and fulfilling a complete scope of work. The procurement manager will be spending all of their time reviewing and comparing your response to others with similar information. Don’t overburden the reader by writing a long, overly detailed cover letter. 

Rather, impress them with a quick, smart and to-the-point RFP cover letter not exceeding one page in length. Your team has put together the perfect set of responses to all of the questions of the RFP. So, leave that information to speak for itself within the remainder of the document.

Do: Follow All the Rules of Business Letter Formatting Etiquette

Although the RFP cover letter is an introduction to your fun and exciting team, this isn’t the place to go rogue by using perfume-infused paper. Rather, stick to proper business letter formatting . However, you may introduce a visual of your business logo using your letterhead. This also adds a pop of color to the sea of black-and-white information that follows.

We then recommend applying formalized business letter etiquette rules such as:

• Include the issuer’s business name, address and contact information.
• Insert the final date of when your response was completed.
• Address the letter to the key person at the organization who’s reviewing your bid. Don’t address your letter “To Whom It May Concern” or the like. If the RFP doesn’t list a contact person, take the extra step and contact the organization to ask for the contact name(s). This little bit of effort shows the reader that you’re invested in creating a relationship with them. As simple as it is, the person on the other end of the RFP will likely continue reading your full introduction letter.

Do: Be Compelling 

When writing RFP cover letters, it’s easy to come off as sounding impersonal or even repetitive. But don’t fall into this trap! Introduce your company’s compelling personality by directly engaging the customer.

Do follow these steps when crafting your letter:

• Thank the issuer for the opportunity to bid. But not right away! Avoid starting the opening line in your RFP cover letter using any “Thank you for…” statements. Instead, be creative and address a fact about your potential client. For example, “ Our team recognizes the impact DigitalSolutions Inc. made by upgrading the software solutions for the University of Neptune. “ Now, you’ve gained the attention of the reader. Because you’ve directly addressed a successful project they completed in the past, they’ll pay attention when you discuss continuing that success in the future.
• Reiterate the details of their RFP. Next, address their pain point(s). This should quickly sum up the details of their RFP and state that your business is prepared to resolve that need.
• Explain why your organization is qualified to respond. By now, you’ve done your homework on your potential client. So, use this part of the RFP cover letter to state why your team is uniquely situated to deliver solutions. Remember, it’s not a sales pitch; it’s an alignment pitch.
• Provide a short list of deliverables.  This should acknowledge your inclusion of their requested main requirements. Don’t get into too much detail.
• Close the cover letter. Close your RFP cover letter with a call to action. A simple sentence letting the team know that you’re happy to provide them with any additional information is usually a safe bet. Then finish with a handwritten signature. This small step is the sprinkle on the cake that tops off the total investment you put into the bid.

Final Thoughts

Remember, the RFP cover letter should be the icing on the cake, and you want the reader to enjoy it. And you should also enjoy creating it. After all, your team dedicated their hard work, time and resources to crafting a perfect response for that customer. Your company is more than just a black-and-white response; use this area to your advantage and convey your commitment and personality! Just know that the more you engage, the more memorable you’ll be.

You Don’t Have to Go It Alone

At The Bid Lab, we work with clients who don’t have the time, resources, or experience to manage, write and build their bids. So whether you’re still learning the RFP process basics, looking for the perfect RFP recipe , or trying to avoid making common mistakes , The Bid Lab has your back. (Yes, even if you’re looking for non-RFP ways to expand your business altogether.) After all, we’re experts on both sides of the equation. We know how to write an RFP and how to respond to an RFP. Bids and RFPs are our business – all day, every day! So reach out for a free consultation by calling 1-844-4BIDLAB or emailing [email protected].

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Writing an RFP Cover Letter

Writing an effective cover letter for RFP (Request for Proposal) is essential for standing out in a competitive bidding process. Below is a comprehensive guide on how to write an impactful RFP cover letter, along with a template to help you get started.

What is an RFP Cover Letter?

An RFP cover page is a formal document that accompanies your RFP response letter, serving as an introduction to your proposal. The bid cover letter provides a brief overview of your company, the services or products you offer, and your interest in the project. It’s an opportunity to make a positive first impression, set the tone for your proposal cover letter, and highlight your key qualifications and the benefits you bring to the table.

Why is an RFP Cover Letter Needed?

An RFP response cover letter is needed for several reasons:

• Reiterates Key Details: It reiterates important details from your RFP letter, including the company name and the specific service or product requested.
• States Your Intent: It clearly states that you are bidding for their contract by responding to the RFP.
• Demonstrates Qualification: It explains why your organization is qualified to respond to the RFP and how you meet the requirements.
• Highlights Benefits: It reveals the key benefits the client will experience while working with your business.
• Expresses Enthusiasm: It demonstrates your excitement for the potential partnership.

A cover letter for business proposal submissions serves similar purposes, ensuring that your bid stands out and addresses the client’s needs effectively.

What is the Difference Between an RFP Cover Letter and an Executive Summary?

While both the cover letter RFP and the executive summary serve to introduce your proposal, they differ in content and purpose:

• RFP Proposal Cover Letter: This is a formal letter that introduces your company and proposal. It sets the stage for the reader by providing context about who you are and why you are bidding. It’s more personal and tailored to the specific RFP.
• Executive Summary: This is a concise summary of the key points in your request for proposal letter. It provides an overview of your solution, highlighting how it meets the client’s needs, the benefits, and the unique value proposition. The executive summary is more detailed and focused on the content of your proposal.

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You may be wondering how to make your government cover letter for RFP stand out. Below are the five key points you want to cover in your letter:

• Address Your Letter to a Named Contact at the Organization: Personalize the cover letter for a proposal by addressing it to a specific individual.
• Introduction and Greeting: Start with a warm greeting and a brief introduction of your company.
• Summary of RFP Needs: Briefly summarize the client’s needs as outlined in the RFP response cover page.
• Your Business Qualifications and Unique Selling Point: Highlight your qualifications and what makes your business unique, referring to examples from the RFP cover letter template and RFP cover letter examples.
• A Closing Call to Action: End with a strong closing that encourages the client to contact you. This can be crucial for securing a cover bid or receiving an RFP acceptance letter.

By following this guide, you can ensure that your RFP cover letter for proposal is both professional and persuasive, increasing your chances of winning the contract. Whether you are writing a bid proposal cover letter for an RFP response, a construction bid cover letter, or a government RFP cover letter proposal, these tips will help you create a strong and effective cover letter for bid proposal that captures the attention of the client and sets you apart from the competition.

Writing an effective cover letter for RFP response is crucial in the competitive bidding process. By addressing the five key points—addressing a named contact, providing an introduction and greeting, summarizing the RFP needs, highlighting your qualifications and unique selling point, and including a closing call to action—you can create a compelling RFP cover letter that sets your proposal bid letter apart.

For guidance on how to write a cover letter for a business proposal, contact BSBCON . We offer RFP writing services to help you secure the contracts that drive your business forward.

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6 easy tips to write a killer RFP response cover letter

After weeks of work, you’ve finally put the finishing touches on your request for proposal (RFP) response. The proposal is a product of the hours you invested customizing past content, collaborating with subject matter experts, and refining your messaging.

Because of your efforts, the proposal is a masterpiece ⁠— creative, comprehensive and compelling. Consequently, you’re feeling confident. After all, your company  should  win this business — you’ve earned it. Now, there’s only one thing left to do … slap a proposal cover letter on top, submit it and move on to the next RFP.

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

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

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

What is a proposal cover letter?

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

• What your RFP cover letter should do
• Six tips to writing a better RFP cover letter
• 3 common mistakes to avoid

RFP cover letter template

Proposal cover letter examples.

• Helpful response resources

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

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

The proposal cover letter is an oft-overlooked sales tool. Indeed, it’s a zero-cost way to get your message directly to the people who decide whether or not your proposal wins. Furthermore, the RFP cover letter takes very little time to compose and offers you one more way to stand out from your competitors.

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

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

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

The RFP cover letter can also be used to:

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

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

Proposal cover letter basics

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

• Cover letter
• Exe cutive summary
• Terms and conditions
• Supporting documentation (case studies, references and additional data)

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

One of the biggest challenges when writing an RFP response letter is how to keep it short while also making an impact ⁠— remember, your cover letter should fit on a single page. To help you craft your message, focus on these five elements.

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

Your RFP cover letter should…

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

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

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

The primary distinction is that a proposal cover letter is an introduction to your company while the executive summary is an overview of your offer for a specific project.

In addition, the cover letter should almost always fit on a single page while the executive summary may be two or three pages if necessary. Admittedly, the difference is subtle. While the contents may seem to naturally overlap, try to avoid repetition and ensure that each document provides unique information.

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

1. address it to the right people.

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

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

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

2. Keep it fresh and be human

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

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

APMP’s Winning the Business said, 

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

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

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

3. Use formatting to catch their eye

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

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

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

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

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

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

4. Tell a tale and express your understanding

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

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

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

5. Stay true to your brand

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

A cover letter shouldn’t be a lengthy essay, but it should demonstrate that you understand the prospect and their needs. Include “we” statements that hint at common goals. For example, “We believe our XYZ application will play an instrumental role in partnering with you to implement phase two of automating routine customer service processes, freeing your team to focus on reducing churn rates.”

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

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

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

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

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

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

Who signs the proposal cover letter?

Notice I didn’t title this section, “Who writes the proposal cover letter?” The person who writes it and the person who signs it may not be one and the same.

If your proposal team is fortunate enough to have a dedicated writer, then have them write the letter based on input from the frontline sales rep. Whoever writes the letter must be fully informed of response strategy and have intimate knowledge of the proposal and executive summary. Strategy, voice and style need to be consistent across all documents (cover letter, executive summary and proposal).

Who signs it depends on a variety of factors. In most cases, the frontline sales rep will sign the proposal cover letter. They have the relationship, own the strategy, and likely conducted the discovery that informed the proposal. However, it’s not uncommon for an executive sponsor such as a VP of sales to sign. The thinking being that executive reviewers may appreciate seeing a proposal that’s been vetted by a fellow executive.

There are also those cases when the executive of executives, the CEO, signs the letter. There are two common scenarios for this play. One, the RFP may be large enough to represent a significant percentage of a respondent’s annual revenue. Two, the responding organization is concerned with appearing relatively small, and in an effort to improve its stature, seals the proposal with a CEO’s signature.

There’s definitely some gamesmanship at play here. Even so, the name on the letter will never overshadow the content of the proposal.

3 common mistakes to avoid in your RFP cover letter

• Avoid repeating anything from the executive summary or proposal. Those documents need to live on their own, just like the proposal cover letter.
• Don’t waste space with your resume. Something like this … Responsive’s growing list of 1,800+ clients, including 65+ Fortune 500 organizations, continue to take advantage of our one-of-a-kind unlimited user licensing model, expanding their usage on the platform to scale organizational success. With Responsive as their team’s support system, every day they break down silos by facilitating collaboration and efficiency in their RFX response process  … is boilerplate that can appear elsewhere in the proposal or not at all, given that it’s likely available to the issuer on your corporate website.
• If a broker is involved, thank them too. The proposal cover letter is also an opportunity to directly address the issuer. This can be particularly valuable when a broker is involved. Some issuers rely on RFP brokers to sift through responses to make sure only the best possible solutions get serious consideration. Ignore these brokers at your peril. While the response and executive summary will address the issuer and the problem at hand, the cover letter is where you can give a nod to the broker.

Even for seasoned proposal professionals, it’s a challenge to start a brand new bid proposal cover letter from scratch, so below you’ll find an example. Hopefully, it will give you a head start on your next great RFP response. 

Ready to start crafting your own RFP cover letter in this style? Check out this RFP cover letter template that follows all the best practices covered above. You’ll also find helpful instructions in the template so you can quickly customize it to meet your needs.

Sample proposal letter – FedEx to State of Utah

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

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

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

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

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

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

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

Guide to writing an executive summary

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

Your personal guide to writing a winning executive summary

• Bids and tenders: Best practices and process
• Understanding AI RFP software
• How to choose a proposal management solution

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

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5 Tips for Personalizing Your RFP Cover Letter

A proposal cover letter is a great way to address your bid requester. Learn how to craft a great cover letter for your RFP response.

After weeks of hard work, the response deadline is nearing and it will be time to submit the proposal you and your RFP team have been working on. You’ve included all the details, double-checked the numbers, and personalized your proposal . Before you submit your proposal, ask yourself: did I write a personalized proposal cover letter? 

What Is a Proposal Cover Letter?

A proposal cover letter is a one-page letter that is addressed to your prospective bid requester. It contains high-level information about your proposal. Cover letters are sometimes called RFP response cover letters, RFP cover pages, or bid proposal cover letters. The cover letter is an important aspect of your RFP. Personalizing it gives you the chance to introduce your business, your solutions, and show in a glance how your business is best suited to the RFP you’re responding to. 

To save time, it might be tempting to use a standardized or generic cover letter ; however, by doing so, you are losing an opportunity to make your proposal stand out from the crowd. Think about it this way: if most proposals are submitted with a generic letter, your personalized proposal letter makes your proposal even more memorable. It shows that your team has gone the extra mile and is completely up for the task at hand. 

What to Include in an RFP Cover Letter? 

Since a cover letter is only one page long, it’s important to include key details that are impactful and memorable in a concise manner. Not sure where to start? Consider including these key components:

• Introduce your company to the decision-makers and anyone else who might review your RFP
• Provide a brief overview of the company’s needs
• Clearly state why your business is uniquely qualified to win the RFP opportunity
• Express your vision for the future partnership 
• Briefly explain how you can help the business reach its goals
• Be conversational, genuine, and confident ⁠

Even though personalization is important and helps you stand out, there are key components you may want to standardize as part of an RFP cover letter template. Make sure not to leave out: 

• Addressees (and make sure everything is spelled correctly!)
• Brief greeting and introduction to your company
• Summary of RFP needs
• Your company’s broad qualifications 
• Thank you and closing

5 Tips for Personalizing an RFP Cover Letter  

Address the Right People

When submitting an RFP letter, make sure it is addressed to the right people. Although it might seem obvious, note that several people might read it. Before you hit submit, do some online research (or go old school and pick up the phone) to find out who will be reviewing your RFP throughout the process. You might be surprised to learn that your RFP will be reviewed by more people than you expected. 

To make each proposal stand out, submit a cover letter addressed to each individual participant. For example, if you are submitting to eight committee members, each member will receive a cover letter that addresses them by their name, rather than a generic ‘To whom it may concern’ or ‘Dear committee member’. The easiest way to do this is with variable data printing (VDP). VDP is printing that customizes each printed document by designating text and graphics that are specific to each recipient. Variable data printing allows you to personalize text fields and images without placing multiple orders just to get specialized versions of the same document.

Introduction and Greeting

Consider avoiding standard introductions or greetings and instead use an introduction that is specific to the company and the people who will read your letter. This demonstrates that you have done your homework and that it isn’t just another generic RFP response. It might be a small gesture, but it will showcase that you’ve personalized your proposal to the client.

Catch Their Eye with Design

RFPs usually call for specific and strict specifications, and varying from them in your response can sometimes cost you your bid. But an RFP cover letter has less strict requirements and offers a space for using enticing, tasteful design to help make your proposal more noticeable. Consider adding your company’s logo or even including your selling committee members’ pictures on the letter. Small design nods can really make an impression and add that personalized touch. 

Address the Client’s Situation and Challenges

You have the entire proposal to explain how your company and its products are best suited to meet the client’s needs. Yet providing a succinct and digestible version of how you understand their unique challenges showcases that you have a clear understanding of their needs, and are able to address and solve them. 

Provide Your Solution

After you discuss their unique challenges, don’t forget to briefly explain how you are going to solve them. Even if your solution is complex or requires a deeper understanding of technology, providing a simplified version of how your solution addresses their needs shows that you truly understand their RFP and are ready to help.

Highlighting your solution in a variety of ways can ultimately help clients remember your proposal more clearly than the rest of the competition. In Mimeo’s Talk of the Trade podcast,  Eve Upton, a psychology enthusiast and bid winning consultant at BidCraft, explained it this way: “If there are certain words and phrases you want that reader to remember and associate with your quality, whatever it is, then use them frequently, put them in bold, use alliteration, do whatever you can to make that stick in their head.” Beginning to tap that psychological tip in the RFP cover letter can ultimately strengthen how your proposal lands. 

Adding that personalized touch to your cover letter is an easy and impactful way to make your proposal stand out. To learn more about RFP best practices or how to personalize your entire RFP , check out our blog about increasing your win rates with personalization.

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January 17, 2024 3:40 pm

4 Tips to Master the RFP Cover Letter

Do you remember when you were in school, and you had to write an essay? If your experience mirrors mine, you had teacher after teacher hammer home the same point – the first paragraph is critically important. After all, it’s the first thing that the reader sees.

In the world of proposals, the RFP cover letter (also called a proposal cover letter, RFP response cover letter, bid proposal cover letter, RFP cover page, cover page for business proposal, etc.) is the first thing that the buyer sees. For all the time that companies spend crafting proposals, it’s surprising that the RFP cover letter is often an afterthought, rambling corporate pablum. But for you, dear reader, this presents an opportunity….

In the paragraphs that follow, you will learn

• What is an RFP cover letter?
• The value of an proposal cover letter.
• The components of an RFP cover letter.
• The best approach to a proposal cover letter.

Read on and find out how investing time in your RFP cover letter can boost your chance at a winning RFP response !

Don't have time to read the whole article? Here are the key elements of an RFP cover letter.

Take Notes : Keep good notes when reading the RFP, keeping in mind that you want to reflect the pain and goals back to the issuer in the cover letter. The RFP itself is the roadmap to best understanding the issuer's desires.

Start Strong: Consider playing up the pain of the pre-solution state and/or describe the positive outcome of a successful partnership. By reminding them of the issue they're trying to solve and its negative impact, you can increase the emotional resonance of your messaging.

Address Concerns: The RFP cover letter gives you, anticipate and address potential buyer concerns like your firm's size or lack of specific experience. Reframe these weaknesses as strengths: highlight past successes with similar clients or emphasize personal attention from your smaller team. Don't excuse, recast!

Run Through the Tape: A killer RFP cover letter finale reignites the problem you solve, extends a confident invitation for further discussion, and shines with genuine passion for your solution. This powerful combo leaves a lasting impression that speaks to their needs and sparks excitement for what you offer.

We go into greater detail about these specific tips later in the article. Keep reading to learn more!

What is an RFP Cover Letter?

Let’s begin by understanding what an RFP cover letter isn’t. It is not a multi-page document where you meticulously lay out your bid details, expound at length on the value of your product or service, and include matrix-style comparisons. Instead, your RFP cover letter should be a single page and addressed – yes, actually addressed as it is a letter after all – to the prospective customer. It should contain high-level, rather than super-detailed information, but still be customized for the recipient. The proposal cover letter is the first page in your submission and should be followed the rest of the proposal.

That’s it. And if you’re wondering why you’re reading an article that is longer than any good RFP cover letter should be, I want to remind you about where we started and think back to the intro paragraph to an essay that grabs the reader’s attention and sets the tone for the rest of the paper. This is your first and best chance to captivate your prospect.

The Value of a Proposal Cover Letter

You’ve poured hours (32 on average) into developing the perfect proposal, meticulously answering every RFP requirement. So, at this point, you simply want to call it a day. After all, who wants to spend one more minute working on a brief introduction? The best sales executives and proposal writers realize that like sprinters, they need to run though the tape. The race isn’t over when the proposal is written. You have an opportunity to stand out from the crowd before your prospect even gets to the meat of your proposal.

Let's be honest, most cover letters fall into the " Dear Sir/Madam " black hole. "Thank you for the opportunity, blah blah blah..." <Yawn> Your letter? It's the first handshake, where you look the counterparty in the eye and introduce yourself. This isn't just about meeting specs; it's about leaning into to authenticity and igniting excitement. Why did the prospect issue the RFP to you? There is a problem or need that your company is qualified to address.

A generic greeting, an RFP cover letter than reads like boilerplate, can undermine even a strong proposal. I get it; no one gets excited about responding to an RFP. But you’re close to the finish line and surely you can get excited about winning the business. Before we get into the contents of an RFP cover letter, here are three things to keep in mind when crafting your killer cover letter:

• Lead with authenticity. Your company may be providing the product or service, but the prospect is buying from you . Put a little personality into it.
• Connect to the pain/need. Whatever it is that you’re proposing should solve a problem for the prospect. Reiterate the problem in your own words to frame the rest of the proposal.
• Don’t oversell features and capabilities. Remember, this is just the first page of a proposal. The proposal itself is where you’ll have ample space to explain why your solution should be the winning one.

The Components of an RFP Cover Letter

Odds are that you’ve applied to a job and submitted a resume along with a cover letter. Unsurprisingly, there is a lot you can apply from a resume cover letter to an RFP cover letter. The major difference is that you’re representing your rather than yourself.

When drafting an RFP cover letter, you want to be sure to include the following:

• Addresses and date: You cover letter is, at its heart, a business letter. Make sure that it’s formatted as such and include the names of the key stakeholders as well as the physical address – even if you send it via email. You might be thinking, “Duh,” but a surprising number of people miss this and it conveys a lack of professionalism.
• Brief greeting: It’s enough to spend a sentence or two telling the recipients that you enjoyed meeting them and appreciate the opportunity to earn their business. Space is limited so you don’t want to invest too much here.
• Recap needs/pain: This is the first part of the aforementioned framing. You are going to restate the buyer’s needs in your own words. Lean into the “pain” if you can do so subtly.
• Summarize your value proposition: Again, this is the RFP cover letter, not the proposal itself. You want to briefly explain why your solution is a perfect fit for the buyer. If possible, cite other success stories and spell out areas of differentiation from competitors.
• Close: You can thank them again, invite them to send you questions, etc. But aside from that, just make it short and sweet.

Some suggest including visual design elements. Given the limited space you have (we’re not kidding about the 1-page rule), you are generally going to be better off not using them unless they are going to make a huge impact on your narrative.

As you write, remember that the prospect is, at least for the moment, the center of the universe . All of the things that you highlight that made your company special should apply specifically to the prospect. If you have offer X and Y and offer the world’s best X, it’s not worth mentioning if the buyer only wants Y. There are ample opportunities in the rest of the proposal for this kind of information.

The Best Approach to a Proposal Cover Letter

Every time you respond to an RFP, you are building a bespoke piece of content. It doesn't matter if you've received RFPs that were almost identical. We encourage you to incorporate elements of previous responses, particularly if they are successful. But it's important to bear in mind that regardless of the similarities when it comes to requirements, budgets, et al., the issuer of the RFP has its own concerns. Consequently, your RFP cover letter should speak specifically to that issuer. In this section, we'll cover key tips on how best to do that.

Take Notes When You Read the RFP

The person who writes the cover letter should be involved in the proposal process and certainly should have read the RFP. I’m not suggesting that this person re-read the entire thing, but rather take notes while doing the initial reading. This is an important step anyway as you want to track the requirements, nice-to-haves, identify areas where your solution provides differentiated value, etc.

The only difference is considering the cover letter while you are reading the RFP and taking those notes. You’ll want to keep your eyes open for a few things:

• Are there any specific things that come up repeatedly? Maybe there is an aggressive timeline, a budget constraint, or a usability concern. This is something you’ll certainly want to address in a cover letter.
• What is driving the initiative? Or put differently, what is the big honking problem that prompted an RFP in the first place? Be warned – this might not be explicitly detailed in the RFP itself. If that’s the case, you might consider reaching out to the buyer and inquiring. The answer will not just improve your RFP cover letter but could improve the proposal itself.
• What is the desired end state? If you can put the reader in a place where he or she feels psychologically comfortable, you could find yourself one step ahead of the competition.

Get to the Good Stuff Quickly

Odds are that you are not the only proposal that has landed in the issuer’s inbox. And while you aren’t asking for much time here – remember, the RFP cover letter should be limited to one (1) page – there is a strong possibility that there is more skimming than reading. This doesn’t mean that the cover letter isn’t important! But what it does mean is that you want to grab the reader’s attention immediately. You do this by putting your hook in the very first paragraph.

There are numerous ways to do this. A few ideas include

• Starting at the end. What? Specifically, describing the end state of a successful engagement in the beginning of the RFP cover letter. If you can get the reader feeling warm and fuzzy early on, that’s a win.
• Lean into the pain. An organization develops an RFP when they want to spend money to address a specific issue. What is that issue? How does the fact that the issue is unaddressed negatively impact the current state? Warm and fuzzy has its benefits, but turning up the pain is another approach that is often employed by successful salespeople.
• Remind them who you are. In some situations, you might receive an RFP from a buyer with whom you have previously developed a professional relationship. You should absolutely incorporate this into your cover letter, particularly highlighting past successes together. Positive experiences can sway buyers by adding a measure of emotional safety to an uncertain process. “I feel comfortable working with this person/company,” is a compelling sentiment.

Confront Your Weak Points

The RFP Response itself is going to provide a ton of detail about what your company does, how it does it, prior success having done it, etc. In terms of how you would provide a solution, it might be comprehensive. But it may not touch some of the points that could give a buyer pause.

When dealing with prospects that resemble the organization that issued the RFP, what are the concerns that they have? This is your opportunity to take control of the narrative around those concerns. Here are a couple examples:

Concern: “We’re concerned that you’re not large enough to take on this project.”

Answer approach: Discuss how you’ve worked with companies that are as large or larger, if possible. You can also turn your smaller size into an advantage by promising more executive attention and engagement as a deal with your smaller company would be relatively more impactful than it would be for a larger company.

Concern: “You don’t seem to have done a project like this before.”

Answer approach: Discuss your successes taking on other projects that seemed to be outside your core area of expertise. See if you can find alignment between your company’s vision and the project.

Remember, the goal here isn’t to excuse yourself, but rather to recast your perceived weakness as a strength. For example, as it pertains to the size concern, you don’t want to write, “Even though we’re a small company, we are confident that we can deliver on time and on budget.” Rather, you might write something like, “As a smaller provider, we are able to cultivate much more intimate relationships with our customers, which ultimately leads to better outcomes. I would be happy to connect you with some of them to learn how.”

Close Strong

If you've done all of the above, you should make sure you're like a sprinter and run through the tape. The finish line is so close, it might be tempting to just downplay the ending of the RFP cover letter. That would be a mistake. Just as hooking the reader early increases engagement, closing strongly can have a meaningful impact. This is your chance to cement a lasting impression and reinforce the value you bring.

• Reignite the spark: Don't let the momentum fade. Briefly reiterate the core problem you address and remind the reader how your solution ignites their desired outcome. Use strong verbs and specific details from the proposal to paint a vivid picture of their success. This final punch reminds them why your offer is worth serious consideration.
• Extend the invitation: Make it clear you're eager to dive deeper. Whether you suggest a specific follow-up action, like scheduling a meeting, or simply express your availability for further discussion, project confidence and enthusiasm. Use active language like "We welcome the opportunity to discuss this further" or "We're confident our proposal can propel you towards..." This confident call to action leaves the reader with a clear next step and fuels their next move.
• Let your passion shine: Genuine excitement about your solution is contagious. Infuse your closing with an authentic spirit that reflects your team's dedication and belief in the project's success. This human touch builds trust and sets you apart from generic proposals.

Remember, a strong closing isn't just about summarizing, it's about sealing the deal. By reigniting excitement and providing a smooth transition to the next stage, you'll leave a lasting impression that sets your proposal apart.

It would be folly to think that the RFP response and the RFP cover letter are equally weighted. The response is  clearly more important. But the cover letter serves as an appetizer in advance of the main course. Go to a good restaurant and a people may rave about the amazing appetizers. They'll still order the entree, but the appetizer sets the tone.

Given the time you'll invest in drafting your proposal (a time that can be dramatically shortened with an AI RFP strategy and specifically an AI application for RFPs ), it's worth being thoughtful in writing your cover letter. Every little bit helps.

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About the Author

David Wadler

David Wadler is a co-founder and Chief Revenue Officer at Vendorful. Prior to Vendorful, he was the General Manager for Rich Media & Cloud at Lexmark Enterprise Software, where he was responsible for strategic direction of Lexmark’s initiatives as they related to rich media and cloud products. He came to Lexmark in 2013 with the acquisition of Twistage, where he was a co-founder and CEO. Prior to Twistage, he worked in a variety of industries and roles while trying to figure out what he was supposed to do with himself. David is a holder of a degree in economics from Brown University and is a resident of New York City.

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

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

Proposal cover letters.

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

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

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

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

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

No more chunky and clunky cover letters.

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

So, what you need is a good writing formula.

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

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

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

Executive summary vs. cover letter

What do these phrases actually mean?

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

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

Me taking a photo of the culprit.

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

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

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

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

Now, here’s where they differ.

What is a proposal cover letter?

A proposal cover letter:

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

What is a proposal executive summary?

A proposal executive summary:

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

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

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

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

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

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

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

Step 1: Get their attention

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

Are they though?

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

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

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

Cover Letter Example 1 - Business consulting

Cover Letter Example 2 - Electrical

Cover Letter Example 3 - Public relations

Why these examples work

They put the focus on the client.

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

They build curiosity.

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

They start to allude to the pain point.

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

Step 2: Show you understand the challenge

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

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

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

Cover Letter Example 4 - Legal services

Cover Letter Example 5 - SaaS/Social

Cover Letter Example 6 - Insurance

Why these examples work:

They say what the prospect is likely thinking.

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

They’re complimentary.

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

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

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

Step 3: Show you have the right solution

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

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

Cover Letter Example 7 - Solar

Cover Letter Example 8 - Web design

Cover Letter Example 9 - PR

They keep things high-level

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

They still stay specific.

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

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

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

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

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

Step 4: Show your work

Time for a not-so-humble humblebrag .

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

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

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

Cover Letter Example 10 - Exterior pressure washing

Cover Letter Example 11 - Content marketing

Cover Letter Example 12 - Construction

They give the references some ‘meat’.

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

They cite the facts.

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

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

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

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

Step 5: Tell them what’s next

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

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

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

Cover Letter Example 13 - Construction

Cover Letter Example 14 - Financial Services

Cover Letter Example 15 - Public Relations

They show how the vendor and the prospect together.

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

They ask for the sale.

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

They talk about the next steps.

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

A quick caveat before you rush off to write your proposal

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

Not so fast.

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

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

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

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

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RFP questions to ask software vendor | free template and cover letter

Learn the best questions to ask software vendors for RFP with this free template. Improve your software RFP cover letters.

Updated: Jan 31, 2024

Previously, we published a blog post How to Write an RFP for Procurement Analytics Software . To respond to the feedback received for this highly popular blog post we wanted to create an even more comprehensive guide for establishing a best-in-class RFP.

Based on our Sales team's experiences, we created two free resources: an RFP questions template [Download] and a cover letter template [Download] that includes the most relevant information to be given to vendors about your business.

RFP is a two-way street

The RFP process has two meanings. First, from a more traditional point of view, an RFP is used to compare the capabilities of different vendors to meet your organization's needs.

Second, the RFP process can be seen as a method for marketing your company as a business partner.

In competitive market spaces buying companies have started to focus on RFP experience from the vendor perspective to stand out from the competition. This is called reverse marketing.

Before you can choose a suitable vendor among the applicants, the vendor must choose you as a potential business partner by participating in the RFP process.

With a well-prepared RFP process, you give a professional image of your company and attract the best vendors to respond to the RFP. Naturally, it is in your best interest to get the most qualified candidates possible to choose from. 

Questions to ask vendors for RFP

The RFP set of questions can be issued in different ways, Excel-file still being the most popular of them.

Large organizations are using sophisticated sourcing systems for running their RFPs, but many times responses received are compared or distributed in Excel format after the RFP.

We conducted a thorough analysis of RFPs that Sievo’s Sales team has received and came up with best-practice questions that address important fields to cover when sourcing procurement analytics software .

The methodology and many of the questions can be utilized in running any software RFP, however.

The structure of the RFP-Excel Template:

• Overview of the document
• Scope of the document
• Background of your company
• Vendor's company information
• Connection / connecting the solution
• Information security
• User experience

To begin with, the overview and scope provide a high-level view of the RFP document. The overview clarifies the meaning of each section in the document. This way, relevant stakeholders for answering each section can be found with ease. Scope defines what is and is not discussed in the document. 

The background of your company and vendor's company information is pretty self-explanatory. With the information about the background of your company, such as the ERP landscape and current solutions in place, the vendor is able to understand the context and purpose of the RFP better and answer it more precisely. You wish to include such information that may be relevant to the vendor in the context and scope of your RFP.

The vendor's company information usually covers general information, key products, and key customers of the vendor. This is an important part for you when evaluating the vendor’s business and its compatibility with your operations. For example, customer references indicate what type of customers the vendor has catered to in the past.

The connection section discusses how the solution is connected to your systems, what is required in terms of technology and architecture, and the possibilities of connecting third-party data sources to the platform.

Information security is currently a hot topic. Data privacy, where the data is stored, and how it is handled must be covered as part of the RFP. It is highly important to ensure sooner than later that vendors can comply with your requirements for information security. If a mismatch between how the vendor stores data and your requirements for it are noticed late in the process, it will terminate the possible collaboration and consume time for both parties involved.

User experience considers the operating environment in the solution and the management of users. This typically includes training materials for users, support for using the software, and how user accounts and their access is managed.

Solutions shed a light on the details and functionalities of the provided solutions that are sourced with the RFP process. For example, in spend analysis , the section could cover whether can you create your own reports on the platform and what level of detail (category vs. transactions) can be achieved.

Naturally, the pricing covers what factors contribute to the price of the solution, but other important details are covered as well. The pricing section may address payment terms, billing intervals, different Service Level Agreements available, and their prices.

Download the FREE RFP questions template here.

it is not supposed to cater to every sourcing project but to give some ideas and vision for drafting RFP questions of your own depending on your specific sourcing case and business needs.

How to write an RFP cover letter

The cover letter is a perfect add-on to the RFP process. Too often it is not provided to the vendors, but it definitely should be!

When you do it once, you can pass it on to the next RFP with little modification. With a good briefing, you avoid multiple questions from suppliers later on because they require further details before answering the RFP.

Based on interviews with our sales representatives, we constructed a downloadable Word document that has topics they find useful when answering an RFP. See a snapshot of the table of contents for the cover letter below.

The cover letter is a narrative method for introducing your company, needs, and other relevant information.

By providing the vendor with the cover letter, you make answering to the RFP easier because the vendor can understand the context and purpose of the RFP better. 

The purpose of an RFP process is not to make it difficult for vendors to respond but the opposite. You want to enable the vendors to give clear and precise answers.

When vendors understand the context and what you are looking for, you ensure higher quality RFP responses and a more efficient RFP process. This way, misunderstandings are minimized, work hours are reduced for all parties, and the evaluation of the received RFP responses is much easier.

When the right questions are asked in RFP-Excel and supporting information for answering them is provided through a cover letter, you maximize your chances of choosing the right vendor.

Download the RFP cover letter here.

Good luck with the RFP process! :)

Cover photo by: Juha Kahila

Olli Karipohja

Olli is a Sales Development Specialist at Sievo.

RFP guide for Spend Analytics

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We created this comprehensive guide for establishing best-in-class RFPs based on our practical learnings from 100s of RFPs.

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This free guide is based on our research into the  most well-structured  RFPs we've received, containing hundreds of different types of questions. We created this comprehensive guide for establishing a best-in-class RFP based on our  practical learnings .

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How to Write an RFP Response Cover Letter

October 4, 2021.

Table of Contents

RFP response cover letter : What do you need to know?

Are you about to submit a government bid and need help with your RFP response cover letter?

Submitting the perfect RFP cover letter could improve your chances of success. To find out more, keep reading this blog!

What is an RFP response cover letter?

Basically, an RFP response cover letter is an introduction to your business. It’s your chance to introduce yourself to the buyer and explain why you’re the best candidate for the contract.

You’ll most likely be required to submit a cover letter with every public sector RFP response. However, even if it’s not a requirement, it will still be beneficial to submit a cover letter with your bid.

There’s a good chance that you’ve spent weeks (or even months) producing the perfect bid response. Therefore, you want to do everything you can to increase your chances of success. Including a cover letter with your RFP response is another chance for you to appeal directly to the buyer.

Your RFP response cover letter should be positioned at the beginning of your RFP response, before your executive summary. Generally, it shouldn’t be more than one page in length.

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

  While an RFP response cover letter introduces your business, an executive summary is your statement to the buyer. It’s your chance to address their needs and explain how your solution(s) will help them.

The executive summary isn’t an essential component of an RFP response. However, it can give you a competitive advantage and make you stand out from other vendors.

What should you include in your RFP response cover letter?

To increase your chances of success, your RFP response cover letter should include the following:

• A statement to say that you’re bidding for their contract.
• Details from their RFP, such as their company name and the commodities being procured.
• Explain why your business is qualified to respond to the RFP.
• Outline your USPs (Unique Selling Points).
• Briefly describe everything that will be discussed in your RFP response.
• Show enthusiasm for the potential partnership.

What should you avoid in your RFP response cover letter?

Don’t be too pushy  .

While it’s important to outline your USPs, you shouldn’t push your services too much at this stage. You can sell your business and its services in your bid response. However, your RFP response cover letter should be an introduction, not a sales pitch.

Don’t choose the wrong format

  Your RFP response cover letter should be structured as a formal letter, with a greeting and sign-off. Therefore, it’s important that you don’t overcomplicate matters with images or subheadings.

Don’t go into too much detail

It’s important that you don’t go into too much detail in your RFP response cover letter. That’s what your bid response is for, after all! Your cover letter should be a brief overview of your business and your USPs.

5 tips for producing your RFP response cover letter

Address your cover letter to the right people.

Our first tip for improving your RFP response cover letter is to make sure it’s addressed to the right people. When you use a generic salutation, your business will blend in with every other vendor.

If you aren’t sure who will be reviewing your RFP response, it’s worth your while to find out! You should find out the names of any key contacts who will be reviewing your bid response. If you’re writing a bid for local , state , or federal governments , the information should be easily found on their website.

Make your cover letter unique

For this next tip, you should put yourself in the buyer’s shoes. Depending on the project, they could receive dozens and dozens of proposals from potential vendors. As you can imagine, reading through each RFP response will be tedious, time-consuming work.

To make it easier for the reviewer, you should try and make your cover letter unique. By making the process more enjoyable for them, you’re improving your own chances of success. It will make you stand out against your competitors from the very beginning. So, the reviewer will be ready to engage with your RFP response, making all of your hard work worth it.

Show the buyer that you understand their problem

More than likely, the buyer will be facing some kind of problem. They wouldn’t be procuring goods and services if they weren’t!

Your RFP response cover letter is your chance to show the buyer that you understand the problem they’re facing. From there, you can start to explain how your goods and services are the solution they’re looking for.

However, remember not to be too pushy in your cover letter. Outline your USPs and save the rest for your RFP response!

Stay true to your brand

Our next tip for writing your RFP response cover letter is to stay true to your brand.

Bidding for contracts is a formal process. However, that doesn’t mean that you can’t demonstrate your values, culture, and style in your cover letter.

If all of your company’s communications are written in a particular style, you should follow that in your cover letter. Otherwise, the buyer might get confused about what kind of business you actually are.

Close with a CTA

Finally, you should finish your RFP response cover letter with a call-to-action (CTA). Just like you would with any other sales materials. By encouraging the buyer to act, they’re more likely to contact you or follow up with your bid.

Here are some examples:

• Please reach out with any questions you might have.
• Let me know if I can put you in touch with another customer for a reference.
• We’re eager to show you more. Please get in touch to schedule a demo with our team.

  Top tip! For that final touch, you could sign your RFP response cover letter with an actual signature. This is one last way to show the buyer that you’re invested in the contract and working with their business.

So, here’s what you need to write an RFP response cover letter

To write an effective cover letter, you need to explain why your business is qualified to respond to the RFP. As well as outline your company’s USPs and briefly describe everything that will be discussed in your RFP response. However, it’s important not to be too pushy at this stage. Leave the hard sell for the body of your RFP response!

Remember our top tips for producing a persuasive cover letter  

• Address your cover letter to the right people.
• Make your cover letter unique.
• Show the buyer that you understand their problem.
• Stay true to your brand.
• End with a call-to-action.

You can download our RFP Cover Letter template to get started on your RFP cover letter response for free. It is a customizable document that allows you to make a lasting impression with the buyer.    

Need support writing your next bid?

Not got the time to write winning bid responses in-house? Don’t worry, our Bid Consultants can help. We provide three bid and RFP writing support services.

Our services

• RFP Writing

Our  RFP Writing  service is the perfect solution to ensure that you submit a high-quality bid, even when you’re busy. Our writers will break down the solicitation documents, allowing you to see what the bid and the contract involves. This will help to ensure that you have all the specified evidence and meet the requirements of the contracting authority.

Our  RFP Writers  will then craft persuasive, high-quality responses, attach supporting evidence and even submit the bid on your behalf.  Upload the solicitation documents  for a free quote.

Have you already written a bid but need a second pair of eyes to review your work? Our  RFP Mentor  service will do just that. Simply send over your bid responses and the solicitation documents.

Our writers will then assess your work, ensuring that your responses are in line with the specification. They will also check for any spelling or grammar errors. You can then submit your bid with confidence.  Upload your work  for a free quote.

• Proposal Ready

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

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

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

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

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How To Write a Killer Proposal Cover Letter

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

• Cover letter / Introduction / Executive Summary

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

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

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

Digging Deep

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

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

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

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

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

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

Let's look at an example

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

You see? And you can go far deeper.

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

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

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

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

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

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

What is a cover letter?

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

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

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

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

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

Why do you need a cover letter?

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

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

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

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

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

The connection between a cover letter and a business proposal?

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

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

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

The elements of a business cover letter

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

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

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

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

The cover letter structure

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

Opening sentence

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

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

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

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

Like it's a secret.

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

Vibe of the letter

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

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

Be sure about what you're saying.

You are the expert. Write like one.

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

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

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

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

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

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

It's a nice lead-on.

Proposal letter template

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

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

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

It helps you give a good first impression. 

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

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

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

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

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

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

Common proposal introduction mistakes

The elements that affect your executive summary are:

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

The industry

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

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

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

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

Proposal software

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

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

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

What to include in the rest of the proposal?

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

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

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

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

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

Extra tip 

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

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

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

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

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

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

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

Proposal Software: A Comparison of the Top 10

Looking for proposal software? Check out the top 10 options with a breakdown of features, pricing and review insights.

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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.

Learn More About Our Proposal Writing Services

Find out about  Developing Proposal Writing Best Practices

Read about  Proposal Writing Purpose of the Evaluation Component of Your Government Proposal

Technical Proposal Writing Nuances in Government Contracts

If your company seeks outside help to maximize the impact of your RFP response cover letter for contract RFP response and to increase your chances of getting the award, call our government consultants at 1-866-601-5518. FREE INITIAL CONSULTATION.

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Cover letter examples

Product Manager

Umut Yilmaz, a seasoned Product Manager, opted for the Cornell template to highlight his extensive experience in product management. He adeptly blends strategic planning, market research, and cross-functional collaboration to drive product success.

"Throughout my career, I have successfully led cross-functional teams in the development and launch of products across various industries. My ability to translate complex ideas into actionable product strategies has consistently resulted in products that not only meet market demands but also exceed business objectives."

Table of contents

How to Write a Product Manager Cover Letter

In the rapidly changing tech and AI landscape, product managers (PMs) are essential in transforming innovative ideas into successful products. They oversee the journey from concept to launch, ensuring that products meet market needs and engage users effectively. Their role combines strategic thinking with practical execution, requiring both creative insight and technical expertise.

So, which type of product manager are you? The roles include, but are not limited to:

Associate Product Manager

Technical Product Manager

Digital Product Manager

Growth Product Manager

Data Product Manager

Product Marketing Manager

AI Product Manager

Product Lead

Principal Product Manager

Head or VP of Product

Chief Product Officer.

Looking to land a job for one of the above roles?

If you’re seeking to enter or advance within product management , a good cover letter is key to landing more job interviews . A PM cover letter should convey your unique blend of skills, experiences, and passion for finding solutions while aligning with the specific needs and goals of the company you're targeting.

In this guide, we will explore: How to write a product manager cover letter. What to include in a product manager cover letter. Strategies for writing a product manager cover letter if you have no experience

Product manager cover letter example

To make your job application stand out even more, ensure consistency by using the same templates or design. Interested in a CV? Check out the matching product CV example.

What to include in a product manager cover letter? 

A strong product management cover letter, much like a good CV , should begin with your contact information at the top, formatted in a professional business letter style. Be sure to include your name, location, phone number, and email address.

1. Intro: How to start a product manager cover letter 

The introduction of your product manager cover letter sets the tone for your application and captures the reader's attention. It should be personalised, clearly stating the position you're applying for and briefly outlining why you're a strong fit for the role.

AI product manager cover letter example

I am excited to apply for the AI Product Manager position at Adobe, as advertised. With a solid background in both product management and artificial intelligence, including my recent work leading an AI driven project that increased user engagement by 30%, I am confident in my ability to contribute to Adobes AI innovative initiatives. My passion for harnessing AI to solve complex problems aligns perfectly with your companys mission to drive technological advancements.

Entry-level product manager cover letter example

I am writing to express my enthusiasm for the Entry-Level Product Manager role at Luna. As a recent graduate with a degree in Business Administration and a hands-on internship experience managing product development cycles, I am eager to bring my strong analytical skills and fresh perspective to your team. My recent project, which involved coordinating cross-functional teams to launch a new app feature, has prepared me to make meaningful contributions to your company.

Technical product manager cover letter example

I am thrilled to apply for the Technical Product Manager position at Adobe. With a robust background in product management and technical expertise, I recently spearheaded the development of a cloud-based platform that slashed system downtime by 40%, significantly enhancing user experience. I am confident in my ability to drive Adobes pioneering projects forward. My deep passion for utilising technology to solve complex challenges aligns perfectly with mission to lead in innovation and set new industry standards.

For additional examples, refer to how to start a cover letter or look at our extensive list of cover letter examples.

2. Body: How to write the body of a product manager cover letter

In the main body of your cover letter for a product manager, focus on detailing your qualifications and experiences, showing how they meet the employer's needs. After highlighting relevant skills, take it a step further by providing concrete examples to illustrate those skills in action. Whether you have a decade of experience or are just starting out, it's important to showcase relevant accomplishments, big or small, and explain how your unique expertise can add value to the team.

In my previous role at Google, I led a cross-functional team in developing an AI-driven recommendation engine that improved customer retention by 25%. My hands-on experience with machine learning algorithms and data analysis allowed me to bridge the gap between technical teams and business stakeholders effectively. I also implemented AI tools that streamlined product development processes, resulting in a 15% reduction in time-to-market for new features.  

During my internship at Creative Sparks, I assisted in managing the lifecycle of a new app feature from concept through launch. My responsibilities included gathering user feedback, defining feature requirements, and coordinating with development teams. I played a key role in conducting market research and analysing user data, which informed product decisions and led to a 10% increase in user satisfaction. My academic background in Business Administration, combined with my hands-on experience, has equipped me with the foundational skills needed to excel in this entry-level product manager role. I am eager to apply my knowledge and contribute to Luna’s product management team

There is no one-size-fits-all cover letter strategy. For more tips, check out our article on cover letter structure.

3. Conclusion: How to end a product management cover letter 

The conclusion of your product manager cover letter should leave a strong impression by summarising your enthusiasm for the role, reiterating your fit for the position, and outlining the next steps. It’s your final chance to encourage the hiring manager to take action. 

With a genuine dedication to driving innovative product solutions and enhancing user experiences, I am thrilled at the prospect of joining the dynamic team at Luna as a Product Manager. I am excited to leverage my skills and experience to contribute to your product development efforts and support the company's mission to deliver outstanding solutions that resonate with users. Thank you for considering my application. I am enthusiastic about the opportunity to bring my strategic vision and hands-on expertise to Luna and am eager to further discuss how I can make a meaningful impact on your product initiatives. I look forward to the possibility of discussing this exciting opportunity with you in an interview. Kind Regards, Sean Williams

How to write a product manager cover letter example (no experience)

Writing a cover letter can already be a challenge in itself, especially when you're applying for a role in product management with no experience. However, with the right approach, you can highlight your transferable skills , passion for the industry, and willingness to learn, making you a strong candidate despite your lack of direct experience.

Dear Hiring Manager, I am writing to express my interest in the Junior Product Manager position at Adobe, as advertised. As a recent graduate with a degree in Business Management, I am eager to begin my career in product management, leveraging my strong analytical skills, collaborative nature, and passion for innovation. During my time at the University of London, I completed several relevant courses such as Product Development, Market Research, and Data Analytics. These courses provided me with a solid foundation in understanding customer needs, market trends, and the product lifecycle, which I believe are highly transferable to product management. My academic projects, particularly a capstone project where I led a team to design and develop a mobile app prototype, allowed me to experience the product development process firsthand—from ideation to user feedback and iteration. This hands-on experience enhanced my ability to analyse user requirements, prioritise features, and work effectively within a team. Although I am new to the field, I am highly motivated and a fast learner, ready to take on the challenges of product management. I am particularly drawn to Adobe because of its innovative products and commitment to pushing the boundaries of creativity and technology. I am eager to bring my fresh perspective and dedication to your team. Thank you for considering my application. I look forward to the possibility of discussing how I can contribute to Adobe. Sincerely, Sarah Jones

This example highlights how a recent graduate can focus on their transferable skills and enthusiasm for the role, making a strong case for their candidacy despite a lack of direct experience. For more examples, refer to how to write a cover letter with no experience . For additional examples, refer to how to end a cover letter.

Key takeaways 

Tailor to the company and address a specific person.

Use formal language and clear structure.

State the position and express enthusiasm.

Highlight relevant skills and achievements.

Connect your experience with the company's goals.

Showcase technical proficiency.

Mention teamwork and leadership.

Discuss career goals and fit with the company.

Reiterate interest, request an interview, and thank the reader.

Check for errors and keep it concise.

Next steps?  

If you're unsure about the layout or content of your product manager cover letter, browse our extensive collection of cover letter templates and CV examples for inspiration. Alternatively, you can seek help from a professional through our CV Writing Service , which also offers LinkedIn profile optimisation.

Create your product manager cover letter

How do i write a cover letter for an associate product manager.

Tailor your cover letter to the company and the associate product manager role by emphasising your relevant skills and any prior experience. Highlight your eagerness to learn and grow within the field, providing examples of teamwork and problem-solving abilities. Show how your background aligns with the company’s mission and goals to demonstrate your fit for the position.

What is the best letter template for a product management cover letter?

An effective template includes an introduction stating the position and expressing enthusiasm, a body section that highlights your key achievements and skills while aligning them with the company's needs, and a conclusion that reiterates your interest, requests an interview, and thanks the reader. This structure ensures clarity and relevance. For additional tips, check out the ideal cover letter length and the best font for a cover letter.

How do I write a cover letter for a product marketing manager?

Focus on showcasing your marketing skills and experience with product management. Highlight specific achievements in product launches, market analysis, and campaign management. Make sure to align your experience with the company’s marketing strategy and objectives, demonstrating how you can contribute to their success.

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File Clerk cover letter example

A File Clerk is in charge of organizing, storing, maintaining, and retrieving physical and digital files within a company or organization.

Anyone wanting to apply for such a role, needs to write a CV that shows they can do this whilst managing confidential data with competence and confidentiality. This is where many job seekers struggle, as explaining this to a hiring manager is not easy.

To help you in this endeavour, we have written a perfect File Clerk cover letter that will demonstrate your ability to ensure that documents are properly filed and organized according to established procedures.

By: Iejaz Uddin – 20 August 2024

Contact name Position Company name Address

20 th August 2024

Dear …………, From a recent advert on the Dayjob.com website, I understand that your company is going through a period of rapid expansion and is now seeking a new File Clerk to work within your office.

I can quickly sort out and file papers alphabetically and according to their content, dates and significance etc.

I come to you as a capable File Clerk who will ensure that my colleagues and senior managers have the most accurate and up-to-date documentation they need when they want it. I am an expert in maintaining files and accurately updating internal management databases and filing systems. I will always be there to constantly look for ways to improve filing systems.

I will bring energy, passion and a sense of fun to everything I do. What I feel really makes me unique is my eye for detail, especially when it comes to data inputting and accuracy with numbers. You can rely on me to accurately create new files and update existing ones. I have great attention to detail and always double check paperwork before it is filed.

With my current employer I play a crucial role in maintaining the smooth operation of an organization by providing timely access to important documents and records. I also carry out a number of administrative duties, including typing, photocopying, filing and scanning as well as assisting with some accounting procedures. As part of my duties sit at a desk and work on a computer for extended periods of time.

Through my career I have gained extensive experience of using alphabetical and numerical systems to organize paper and electronic records documents. I have learnt how to improve the accuracy of the filing system at every opportunity.

On a personal level I am well organised, self-motivated and have a strong desire to be a perfectionist who gets it right first time, every time.

At this stage of my career, I am keen to work for a responsible employer like yours, that has family-friendly working policies such as enhanced maternity and paternity pay. If you require any further information, please get in touch. In any event, I look forward to hearing from you as the recruitment process progresses and hope you will invite me to an interview. Thank you for taking the time to review my application.

Should you find interest in my application, then I will be available for an interview at your convenience.

Yours sincerely,

Name Address Tel: 0044 123 456 7890 Email: [email protected]

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