A Two-Way Guide to the RFP Process: How to Win Clients and How to Choose a Contractor
- Diane Mi
- Aug 27
- 6 min read
Every creative professional wishes they could read clients’ minds to know exactly what they want before the first meeting and smoothly manage the entire upcoming RFP process. Others simply want to understand how to win clients with confidence or stand out from the competition.
In creative work — whether it’s video, design, or digital campaigns — success comes down to two things: clear communication and an effective RFP process. A strong kickoff, transparent collaboration, and well-structured interactions show clients you’re reliable and convert leads. The real skill lies in setting up the prep stage, consultations, and workflow of the RFP process in a clear, organized way. That’s what lets you communicate your unique value to the client with confidence.
From the client’s side, picking a creative professional isn’t always straightforward — especially if you’re new to things like OLV marketing or corporate video production. Knowing how to choose a contractor will give your company a competitive edge and better ROI.
To create an RFP process guide that reflects both perspectives, we spoke with Kate K, Head of Marketing at Bausch Health. With years of experience handling RFP processes involving hundreds of vendors, she knows what makes a partner appealing, what helps clients choose wisely, and how to convert leads into customers.
Throughout this guide, 💼 highlights advice for clients and ⚒ marks tips for contractors. At the end, you’ll find checklists for both sides to keep handy in your project trackers.
How to Convert Leads into Customers and Clients by Building Better RFP Processes
Preparatory Stage
Without solid preparation, the RFP process risks confusion, wasted time, and unmet expectations. With the right structure in place, though, you can adapt the process to almost any RFP.
Request for Proposal (RFP)
💼 What is an RFP? It’s a clear, detailed brief, aka Request for Proposal in formal terms — and the foundation of any project. Think beyond the basics: include goals, inspiration, and must-haves in your RFP. The more context you give, the better the contractor can respond with the right ideas.
If you don’t know how to write a request for proposal, feed your requirements to ChatGPT or Perplexity to help draft the foundation. Then ask the creative service provider or the creative professional you’re considering hiring to complete the RFP.
⚒ Don’t just skim the RFP. Read it carefully, ask clarifying questions, and flag anything vague. Offering to help the client shape the RFP shows initiative and builds trust.
What is an RFP for you, as a creative professional? It’s the key to understanding your client and their needs. Without a proper RFP, whether it’s web design, video production, or an SMM campaign, projects almost always break down later.
Market Understanding
💼 Even if you’re not an expert, it helps to know what RFP-based creative services are typical to your industry and what budget ranges look like. This lets you evaluate contractors on more than just price.
⚒ A good creative service provider does their own research, too. Show you understand the competitive landscape and explain what makes your approach unique. Positioning yourself clearly increases credibility and converts leads.
From Pitch to Partnership
Defining “Good Creativity”
💼 If you’re unsure what style or quality you want, start with references. Collect examples of videos, websites, or campaigns that inspire you — it’s easier to show what you like than explain it abstractly.
⚒ Ask the client why certain references appeal to them. Understanding their taste helps you tailor creative solutions instead of delivering “one-size-fits-all” work.
Debriefing Meeting
💼 Always have a meeting (in person or virtual) to confirm RFP goals. Resolve any internal team conflicts before bringing them to the contractor. Addressing issues early on builds trust and sets the tone for a smooth, comfortable working relationship — one of the biggest factors in long-term success.
⚒ Use this session to demonstrate your expertise, creativity, and listening skills. Getting alignment early prevents problems later and builds rapport.
How to Win Clients during Negotiations
The tips in this and the following section are primarily intended for contractors wishing to learn how to win clients. However, we recommend that brands and companies familiarize themselves with them too to understand what to expect from negotiations and how to choose a contractor who can implement your RFP project in the best possible way.
Insights & Research
Support your ideas with data, consumer insights, and brand history. This doesn’t just make you persuasive; it reassures the client that your creativity is grounded in strategy.
Explaining Creative Choices
Walk the client through your reasoning on visuals, colors, or symbolism. Clear logic builds confidence and sometimes inspires a client to embrace bolder ideas.
How to Convert Leads into Customers with Mood Boards & References
Show, don’t just tell. Present mood boards, style frames, or case studies so the client can visualize what you’re proposing. Visual references make conversations faster and reduce misunderstandings.
Creative Presentation
Go beyond slides — bring emotion, energy, and interactive elements. A memorable pitch can be the deciding factor.
A strong presentation can also give even cautious clients the confidence to make more creative choices.
Extra Ideas
Share additional creative thoughts, even if they go beyond the original ask. It shows investment in the project and often wins goodwill.
Detailed Estimate
When responding to an RFP or client request, break down costs by line item instead of giving a flat range. Since many companies compare bids side by side, a transparent estimate shows professionalism and reduces negotiation friction.
About the Team
When submitting an RFP response or proposal, introducing the people behind the work is a good way to build rapport through empathy and resonance. Clients want to know who’s responsible, what experience they bring, and what similar projects they’ve handled.
Tip on how to win clients: Show faces, not just logos — it makes you memorable.
Once the contract is signed and the RFP process is complete, it’s time to roll up your sleeves and dive in.
RFP Process Communication
Flexibility and proactivity in the RFP process are necessary for both parties so that the client feels the support and reliability of the contractor, and the contractor feels the client's willingness to resolve issues promptly.
Once the project begins, smooth communication is everything.
Stay responsive. Even if you don’t have an answer yet, acknowledge messages and give a timeline. Silence creates uncertainty.
Collaborate instead of rejecting outright. If something doesn’t work, propose alternatives instead of a hard “no.”
Talk it through and explain your reasoning.
Quick, open responses are one of the fastest ways to gain a client’s trust from day one.
Plan backups. In photo or video production, preparation for second locations, extra shooting days, or alternate concepts can save projects and impress clients as a thoughtful contingency.
Example: To produce a campaign for Saforelle, video production VILKA Agency developed two animatics for early testing. After focus screenings, one was dropped.
This proactive approach gave Saforelle confidence that they made the right choice by hiring VILKA’s production team.
The Ultimate Guide for Agencies and Brands on How to Choose a Contractor
Look for:
Openness to explain how to write a request for proposal if you admit to having limited experience
Attention to your RFP and whether they can ask smart questions to clarify requests
A clear value proposition, not generic promises
Strong presentation and creative delivery
Transparent, itemized estimates
Consistent communication
A competent team with relevant case studies
For Creative Professionals: Checklist to Win Clients and Convert Leads
Read RFPs closely and clarify gaps
Do market research and frame a unique offer
Ask what “good creativity” means to the client
Use debriefings to resolve contradictions early
Back ideas with insights and references
Explain your creative logic clearly
Show mood boards and case studies
Present ideas with energy, not just slides
Offer bonus suggestions beyond the scope
Provide a transparent, standard-format estimate
Introduce your team with relevant credentials
Stay responsive, collaborative, and flexible
The Creative Partnership Playbook Concluded
Managing the RFP process is never just about winning a project and delivering work; it’s an ongoing dialogue. Creative service providers who pay attention to details convert leads more frequently and become trusted partners, not just vendors. That’s how you build long-term relationships, repeat contracts, and referrals.
In creative services, collaborating is always a dynamic process. The best way to win clients is by taking initiative and demonstrating genuine care for their goals.
Share this RFP response guide with your Facebook or LinkedIn followers to show you keep clients satisfied without compromising your bottom line!
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