Ep. 220: What's The Deal with RFPs? Part 2: The Final Cut

Congratulations! You’ve made it to the finals. The client has narrowed down their choices, and you’re officially in the running. But this is not the time to sit back and hope your proposal speaks for itself; this is where the real work begins.

In Part 3 of the SALES with ASLAN RFP Series, Tom Stanfill and Tab Norris discuss the critical transition from a reactive approach to a proactive post-RFP strategy. This episode lays out a game plan for what happens after your proposal makes it through the initial round and how to position your team to win.

Watch below:

1. From Reactive to Proactive: Control the Narrative

Once you’re in the finals, the power dynamic shifts. Many sellers fall into the trap of waiting for instructions or trying to "perform well" based on a vague brief. Instead, proactive sellers take the reins and control the narrative moving forward.

As Tom notes:

"If you're not actively shaping the path to the decision, you're just hoping your slides and smile win the deal—and that's not a strategy."

Harvard Business Review supports this approach, noting that sales success often hinges on the seller's ability to guide the customer through complexity and prevent decision fatigue (HBR, 2022).

ASLAN’s Other-Centered® Selling philosophy reinforces this mindset—equip sellers to serve first, guide next, and sell last. In the context of an RFP, that means seeking clarity, proposing a path forward, and simplifying the buyer's decision-making process.

2. Relationships > Requirements: Identify Key Players

One of the biggest mistakes sellers make during the RFP process is relying solely on procurement or evaluators. While they might be gatekeepers, they’re not always the ones who make the final call.

“You’ve got to connect with the problem owner, not just the process manager,” says Tab Norris.

This means identifying and building a relationship with:

• The true decision-maker

• The internal champion or influencer

• The point person managing the RFP

Use tools like LinkedIn, referrals, or mutual connections to make these introductions happen. Gartner research indicates that a B2B buying group involves an average of 6 to 10 decision-makers, making internal networking essential (Gartner, 2023).

ASLAN’s Selling to the Other Side of the Table training focuses on helping sellers navigate complex buying groups and uncover hidden decision-makers, transforming how reps approach access and influence.

3. Master the Finals Presentation

The finals presentation is a high-stakes moment—buyers are comparing apples to apples, and you have a narrow window to make your solution stand out. Yet too many reps show up with a boilerplate deck and no clear plan for engagement.

Instead:

• Ask for clarity on the format and goals of the presentation.

• Use a setup slide to turn a monologue into a dialogue.

• Be flexible and ready to pivot based on live input.

• Show that you understand their RFP and their real problem.

As Tab explains:

“Even in a presentation, you can discover. You don’t have to just deliver. The best sellers make the room feel like they’re having a conversation, not watching a pitch.”

ASLAN’s Finals Presentation Workshop helps teams prepare 4–7 high-impact slides, incorporate storytelling, and develop a bridge between RFP content and real-world challenges.

4. Is This the Right Fit?

Finally, don’t be afraid to qualify the opportunity even in the finals. Just because you made it doesn’t mean it’s worth winning.

Are they looking for a partner, or just pricing leverage with their incumbent? Does the buying team respect your expertise? Are they open to piloting your solution?

Knowing when to say no is a sign of strength. According to McKinsey, top-performing sales organizations are more likely to disqualify poor-fit opportunities early and focus resources where there’s an absolute path to value (McKinsey, 2023).

How ASLAN Can Help

If your team struggles to navigate the RFP gauntlet with confidence, ASLAN has the tools to help:

• Live and virtual training focused on RFP and final strategy

• ASLAN+ AI platform for in-the-moment coaching and role-play

• Sales enablement content built to equip sellers with customizable decks, discovery tools, and objection-handling frameworks

Want to Win the RFP?

Catch up on the complete RFP podcast series to learn how to stand out after the shortlist here. And for more detailed strategies and insights, check out the ASLAN blog.

Need a custom workshop? Let’s talk.