Why Most RFPs Are Already Lost

By Michael K. Adonteng

June 10th, 2026

Why Most RFPs Are Already Lost

If you enter at the RFP stage, you’re late.

Not slightly behind.

Too late.

By the time an RFP lands in your inbox, most of the real decisions have already been shaped:

The problem definition
The evaluation criteria
The shortlist of vendors

What’s left is a formal process.

And if you weren’t involved before that process started, you’re playing catch-up.

The Illusion of Opportunity

RFPs feel like opportunity.

There’s a document.
A requirement.
A chance to win business.

But in reality, many RFPs are:

A validation exercise for a preferred vendor
A compliance requirement
A way to benchmark pricing

Not a true open competition.

That’s why so many teams invest time responding — and still lose.

Not because the response was poor.

Because the outcome was already leaning in a different direction.

Where Winning Actually Starts

Winning doesn’t start with the proposal.

It starts before procurement is involved.

Two things matter most.

1. Stakeholder Access

If you don’t know:

Who owns the problem
Who is driving the initiative
Who signs off the decision

You’re guessing.

And RFPs don’t give you that clarity.

The strongest position is built when you have:

Direct conversations with the problem owner
Visibility into internal priorities
Alignment with someone who wants you involved

Without this, you’re just another vendor.

2. Problem Understanding

Most RFPs describe requirements.

They don’t fully capture the real problem.

And that’s where opportunity sits.

If you haven’t:

Explored the underlying issue
Quantified the impact
Helped shape how the problem is understood

You’re responding to a version of the problem that someone else defined.

Which limits your ability to differentiate.

Why It Becomes a Price Game

When you enter late:

You don’t influence the criteria
You don’t shape the narrative
You don’t control the conversation

So what’s left?

Price.

Because when buyers can’t clearly distinguish value, they default to cost.

And that’s where margins disappear.

What Strong Teams Do Differently

They don’t rely on RFPs.

They work upstream.

1. Engage Early

Before formal processes begin:

Build relationships
Understand initiatives
Position around business outcomes

So when an RFP is created, you’re already part of the conversation.

2. Shape the Problem

Instead of reacting to requirements, they:

Help define the challenge
Highlight risks of inaction
Introduce new ways of thinking

This influences how the RFP is written.

And often, how it’s evaluated.

3. Qualify Before Committing

Not every RFP is worth pursuing.

Strong teams ask:

Do we have access to stakeholders?
Do we understand the real problem?
Can we influence the outcome?

If the answer is no, they reconsider.

Because time spent on low-probability deals is expensive.

A Simple Scenario

Two vendors respond to the same RFP.

Vendor A:

Receives the document
Prepares a detailed response
Competes on features and pricing

Vendor B:

Has been speaking to the business for months
Understands internal priorities
Helped frame the initiative

When the decision is made:
Vendor A meets the requirements.

Vendor B aligns with the strategy.

Vendor B wins.

Every time.

The Shift That Matters

RFPs are not where deals are won.

They are where decisions are confirmed.

If you want to win more consistently, shift your focus:

From responding to influencing
From documents to conversations
From price to business impact

Because once procurement is leading the process, your ability to shape the outcome is limited.

You can still win RFPs.

But your chances increase dramatically when you were involved before they existed.

If you’re only showing up at the final stage, you’re not selling.

You’re submitting.

If you want the RFP strategy guide, request it and you’ll get a clear approach to engaging earlier, qualifying better, and improving win rates.

Explore our articles section for other topics of interest.

Michael K. Adonteng
Founder, ASA

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Why Most RFPs Are Already Lost