EP. 220: What's The Deal with RFPs? Part 2: Cold RFPs

While responding to a Request for Proposal (RFP) might seem like a straightforward process, submit your best price, wait, and hope, the reality is far more nuanced.

In Part 2 of ASLAN’s RFP series, the team dives into how to strategically evaluate and respond to RFPs when you don’t have an existing relationship with the organization. These “cold RFPs” present unique challenges, but with the right approach, they can still become opportunities for meaningful wins.

You can watch the full 37 minute episode here:

Should You Even Respond?

“Every RFP isn’t worth your time—and the earlier you qualify, the better.” — Tom Stanfill

The first step in responding to a cold RFP isn’t drafting your proposal—it’s deciding whether to respond at all. Cold RFPs can often be signals that the decision is already leaning toward a preferred vendor. Tom and Tab advise sellers to assess several key signals, including:

• Competitor associations: Are there signs the RFP was built around a competitor’s capabilities?

• Solution fit: Can your offering solve the stated problem better than the likely incumbent?

• Process transparency: Is the procurement team open to engagement or does it feel like a checkbox exercise?

Qualifying the Opportunity

Once a seller decides to explore an RFP further, the next step is qualifying the opportunity. In this episode, the hosts emphasize the importance of moving beyond a surface-level understanding of the RFP and digging into:

• The company’s decision-making process

• The people behind the RFP—especially the problem owners

• The outcomes the company is trying to drive

“Your best chance of influencing the decision is to speak directly to the people who are experiencing the problem—not just the people managing the process.” — Tab Norris

This insight reflects ASLAN’s Other-Centered® Selling philosophy: winning isn’t about pushing your solution—it’s about putting the customer’s needs first and helping them reach the best decision for their organization.

From Proposal to Proposition

Many sales teams fall into the trap of treating RFPs as transactional checklists. But to stand out, Tom and Tab recommend transforming your response from a proposal into a proposition. That means:

• Avoiding a pure price-play: Competing solely on price devalues your solution and positions you as a commodity.

• Tailoring the response: Speak directly to the organization’s goals, challenges, and environment.

• Making it a team effort: Strong responses come from collaboration—not one person working in isolation.

“If you’re going to win a cold RFP, you need to bring in fresh eyes, real editing, and a sharp story.” — Tom Stanfill

Next Steps for Sales Teams

The podcast wraps up with clear next steps for sales teams facing RFPs with little to no existing relationship:

1. Research the company and industry
   Understand their pain points, recent initiatives, and strategic direction.

2. Look for relationship gaps
   Identify key stakeholders and aim to connect with problem owners.

3. Collaborate on the response
   Don’t just respond—strategize. Gather your team to craft a compelling, clear, and customized proposal.

4. Avoid price wars
   Emphasize your value and differentiators. Don’t race to the bottom.

5. Plan for follow-up
   Use the RFP response as a door-opener, not the final word. Always look for ways to continue the conversation.

The Takeaway

Cold RFPs can feel like black holes for sales time and energy. But when approached with discernment, strategy, and an Other-Centered® mindset, they become an opportunity to showcase your value and start a new relationship.

Want to win more RFPs the right way?
Listen to Sales with ASLAN on Spotify, Apple Podcasts, or YouTube for more insights from Tom, Tab, and the ASLAN team.

For more detailed strategies and sales training insights, visit ASLAN Sales Training.