Many sales professionals believe they should respond to every request for proposal (RFP) that lands on their desk—especially when the project fits their company’s capabilities.
After all, who wouldn’t want to chase an opportunity that seemingly dropped out of the sky instead of prospecting for one from scratch?
Desirable, maybe. But is it smart?
The truth is, not every RFP deserves your time. The smartest sales teams know that responding to every proposal request can actually hurt productivity, profitability, and pipeline health. Before you say yes, it’s critical to assess the real costs behind every RFP.
The Hidden Costs of Responding to RFPs
Submitting a proposal is far from free. Each RFP you respond to requires significant investment in time and resources:
The hours spent aligning your solution to the buyer’s needs and scope.
Researching competitors and their likely approaches.
Strategizing how to position your solution for the greatest advantage.
Writing, editing, and designing a compelling proposal.
Producing any required presentation or demonstration materials.
And perhaps most costly of all, the opportunity cost—what else could your team have been doing with that time to generate new business?
When you add it all up, responding to RFPs without a clear strategy can drain your pipeline and your profit margins.
Why Buyers Send RFPs—And What That Means for You
It’s important to remember that not all RFPs are created equal. Buyers issue them for different reasons, and not all of them involve a genuine intent to buy.
Some common motivations include:
1. Free Consulting:
A buyer may send RFPs to multiple vendors simply to gather information. They may be exploring a new system or process and want free insights on costs, timelines, and best practices before handling it internally.
2. Price Leverage:
Others use RFPs as a negotiation tactic—collecting multiple bids to play suppliers against each other, or to pressure an existing vendor into offering better terms or lower prices.
3. Genuine Opportunity:
Of course, there are legitimate RFPs too. Sometimes, a buyer simply wants written confirmation of details already discussed with you. Other times, they are seeking reassurance before making a final decision.
The challenge lies in knowing which type you’re dealing with before investing resources.
The Smart Seller’s Rule: Qualify Before You Propose
Blindly responding to RFPs—no matter how aligned they seem—rarely makes good business sense. Smart sales teams qualify every opportunity first.
That means having a real conversation with the buyer or their decision-making team. Ask probing questions to uncover:
Why was this RFP issued now?
What problem are they trying to solve?
Who else is being considered, and why?
What will success look like for them?
Only when you understand the underlying motivation behind the request can you decide if it’s worth your time.
If you can’t engage in that qualifying dialogue, consider carefully whether this is truly a winnable opportunity—or just another time-consuming distraction disguised as one.
The Bottom Line
Not every RFP deserves a response. The best sales teams are selective, strategic, and disciplined. They focus on qualified opportunities where they have a real chance to add value, not just fill out paperwork.
Before saying “yes” to your next RFP, ask yourself:
Are we chasing a project—or are we solving a problem?
Because in today’s competitive marketplace, saying no more often may be the smartest sales strategy of all.
Bonus Sandler Resource: Download this guide to take charge of your next conversation by asking the right questions at the right time.
