Always write for the RFP Evaluation Panel - these are the people who hold the purse strings and make the decision about whether to award you the contract or not.

The proposal should always be clear and concise because the panel will likely not be subject expert matters in your service or product. Whilst a tight relationship might have been formed with the respective sales team, they will likely not be involved during the contract award stage.

Here are a few other important things to note:

🧠 Evaluators are human RFP panels are often made up of busy people reviewing multiple bids under tight deadlines. If your response is hard to read, buried in fluff, or too long, they may miss your key points — or worse, stop reading altogether.

🎯 Clarity makes your value obvious Clear writing helps evaluators quickly understand: That you meet the requirements How you will deliver value Why your solution is the best fit If they have to work to figure this out, you're already at a disadvantage.

📏 Brevity respects word limits Many RFPs impose strict word or page counts. Brevity ensures you stay compliant while still being persuasive — focusing only on what matters.

🔍 It highlights your strengths Evaluators are scoring against specific criteria. If your answers are concise and well-structured, it's easier for them to find the right evidence and give you points.

🚫 Wordy = Risky Over-explaining or padding answers can dilute your message, introduce confusion, or create contradictions — all of which can lower your score.

🧩 Clarity + Brevity = Confidence A concise, confident response shows you understand the client, the problem, and your own solution. That builds trust. Clear, concise writing wins points. Confusing or bloated content loses them. Write for the people making the decision — and make that decision easy for them.