When responding to a
When responding to a Request for Proposal (RFP), the cover letter is your first opportunity to make a compelling case. It’s more than a formality — it’s a strategic tool to set the tone, highlight your alignment with the evaluation criteria, and tell a brief, memorable story that sticks with reviewers.
In competitive procurement, decision-makers often review dozens of proposals. A well-crafted cover letter can instantly differentiate you from other vendors by showing you understand their needs and that your past successes prove your ability to deliver.
Most RFPs outline how proposals will be scored — budget, technical approach, experience, timeline, or other factors. Your cover letter should mirror this evaluation framework. If “experience with similar projects” is heavily weighted, highlight that in the first paragraph.
Example:
“In alignment with your evaluation criteria, our proposal demonstrates proven experience in delivering municipal IT infrastructure upgrades, on-time and within budget, for projects exceeding $2M in scope.”
This approach signals to evaluators: You read the RFP, you understand what matters most, and you’ve structured your response accordingly.
Stories are more memorable than lists of qualifications. Use your cover letter to share a recent, relevant success — ideally one that mirrors the RFP’s objectives.
Example:
“Last year, our team partnered with the City of Springfield to replace its outdated records management system. Facing a tight 90-day implementation window, we deployed a phased migration strategy that cut transition time by 25% and eliminated service interruptions. This mirrors your project’s timeline and complexity, and demonstrates our ability to deliver under pressure.”
A strong story not only builds credibility but also creates an emotional connection.
Avoid overused phrases like “We are pleased to submit our proposal” or “We are confident in our abilities.” Instead, speak directly to the agency’s mission and goals. Mention their priorities by name, and reference specific parts of the RFP that resonate with your expertise.
A cover letter should be one page maximum, with three core elements:
A strong opening that ties directly to the evaluation criteria.
A short project success story relevant to the RFP’s needs.
A confident close inviting the evaluator to explore the full proposal.
At GovDirections’ GovSchool, we teach members the critical value of each component of an RFP response. In our sessions, we break down exactly how evaluation criteria are used by contracting officers and why a strong cover letter can help frame your entire proposal in the best light. Participants leave with practical examples, templates, and feedback that can be applied immediately to upcoming opportunities.
For members who want hands-on experience, GovAdvice offers a guided, experiential service where we work alongside you to craft real proposal content — including cover letters that connect with decision-makers. Through our structured approach (see GovAdvice RFP Writing), you gain insight into industry best practices while producing a professional, RFP-ready deliverable tailored to your business.
Finding the right RFP is step one — but winning it requires precision in your proposal writing. Our tools and training help you:
Identify high-fit opportunities based on your capabilities.
Understand and prioritize evaluation criteria.
Craft tailored, impactful cover letters that resonate with decision-makers.
Bottom line:
A powerful cover letter bridges the gap between your qualifications and the evaluator’s priorities. By aligning with the scoring criteria, telling a relevant success story, and applying proven techniques from GovSchool and GovAdvice, you position your company as the best choice — right from page one.
