The SME’s Role in RFP Success: How to Engage and Empower Them

Winning an RFP is a team effort, and subject matter experts (SMEs) play an important position. Their knowledge and expertise ensure your proposal showcases compelling, accurate solutions that align with the client’s needs. In other words, SMEs help your RFPs shine.

Yet, 48% of RFP teams named collaborating with SMEs their number one challenge—marking the fifth consecutive year this issue has topped the list of Loopio’s RFP Trends Report. That begs the question: If SMEs are so essential, why does working with them remain such a persistent problem?

Perhaps the answer lies in how we view the SME role. Read on to learn how to engage and empower SMEs as key players in RFP success (including six actionable strategies).

Ultimately, the role of an SME in the RFP process is to add credibility to the final proposal. Since requests for proposals (RFPs) often demand detailed, technical solutions to complex problems, SMEs are key to providing accurate information that reflects the company’s capabilities.

With specialized knowledge in their specific area—ranging from cybersecurity to legal compliance—they bring invaluable contributions to the RFP process. SME roles and responsibilities include:

• Translating jargon: They simplify technical details you’re unfamiliar with into layman’s terms to create a more accessible and compelling case.
• Tailoring solutions to client needs: SMEs clearly articulate how a solution addresses the client’s specific challenges, demonstrating care and understanding of the client’s unique requirements.
• Mitigating risks: SMEs ensure compliance with regulations and standards to help avoid errors or disqualification.
• Reviewing for accuracy: They provide precise, up-to-date information that aligns with a client’s expectations—minimizing surprises down the line.
• Highlighting competitiveness: SMEs offer clear explanations of what makes your solution unique, helping you stand out from competitors.
• Assessing feasibility: During the go/no-go decision-making process, SMEs evaluate whether the team can meet the RFP’s scope and identify potential risks or challenges.
• Keeping responses current: After submission, SMEs help update and refine RFP content, ensuring your team is always ready for the next opportunity.

As you can see, SMEs bring valuable insights to every step of the RFP process, but their demanding responsibilities often make it challenging for them to attend to bidding needs (more on that next).

Despite the importance of the SME’s role in the RFP process, taking part is only one aspect of their job. If you find it hard to reach your SMEs—whether they deflect requests, or they’re short with you—rest assured that it likely has nothing to do with you. SMEs are busy people.

In addition to their lack of time, they may be hesitant to offer help because:

• They don’t know supporting the RFP team is a part of their role and haven’t budgeted time for it
• They’re unsure how to answer the RFP questions
• They feel they’ve provided the answers before
• They have to deal with more pressing deliverables or team challenges
• They have upcoming out-of-office plans so their time is stretched thin
• Their performance evaluations don’t include RFPs so they don’t think it’s important
• Their past contributions haven’t been recognized so they don’t feel it’s worth their effort
• Other matters outside of work are distracting them

Understanding the SME’s perspective is key to building mutual trust and respect. SMEs often juggle high-stakes tasks under tight deadlines, which is why it’s important to value their time and contributions first and foremost.

When SMEs feel valued and supported, they’re more likely to prioritize RFP tasks and provide quality input. Remembering to empathize with their challenges will help you set realistic expectations and streamlined workflows that will boost their morale (and your win rates, too).

Since subject matter experts are busy, it’s tempting to reach out to them only for fact-checking. However, that approach misses out on the multi-faceted value SMEs offer to the full bidding process. Instead, approach working with SMEs as a strategic partnership to win business for the company.

This mindset shift moves SMEs from a passive to an active role in the response process. By inviting SMEs to participate in broader team conversations, they can get to know the importance of RFPs (i.e. how much money is on the line) and their role in a winning bid. In turn, you’ll see this before and after:

Reframing the SME’s role as a strategic partner is the next step toward unlocking their full potential in the RFP process. With this new mindset in place, the final step is to implement actionable strategies that foster collaboration and empower SMEs to contribute their expertise.

You know that subject matter experts need to be fully engaged in the RFP process. But there’s still the question of how to do that. Let’s break down six actionable strategies that you can take today.

In The Speed Of Trust, author Stephen M. R. Covey shares that, “Trust is the one thing that changes everything.” Intentionally building trust leads to greater efficiency and measurable success. So, if you want to improve your collaboration with SMEs, start by establishing trust.

Begin by taking a proactive approach. For instance, you can:

• Set up an introductory meeting: Use this as an opportunity to introduce yourself, explain your role, and share your experience in RFP management. Personal touches, like mentioning your interests outside of work, can help establish a more human connection, encouraging SMEs to open up and showing that you value them beyond just their contributions to RFPs.
• Get to know your SMEs: Take time to research their backgrounds—check out their career path and expertise on LinkedIn—so you can ask meaningful questions during your limited face time. Understanding their preferred communication style, current work priorities, and past experience with RFPs will foster stronger connections.

Once you’ve established trust, continue nurturing the relationship with consistent actions over time:

• Schedule regular meetings: These don’t need to focus on immediate RFP deadlines. Instead, they can be a chance to discuss high-level strategies, share ideas for improving collaboration, and exchange updates about both work and life.
• Invite SMEs to team events: Show SMEs they’re an integral part of the RFP team by inviting them to strategy meetings, kick-off calls, and team celebrations. Even if they can’t attend, the gesture lets them know they’re welcome.
• Show appreciation: Whether you send a thank-you card, post a shout-out on your intranet, or nominate an SME for a company award, your gesture will be noticed—and appreciated—by SMEs.

Tasks can easily slip through the cracks if it’s unclear when they need to happen or who’s responsible for them. Channel your project management superpowers to set clear expectations for the SME role and keep everything on track. To create a clear RFP process for SMEs:

• Set expectations: Clearly outline what you’re asking SMEs to do and by when you need it done. Ideally, factor in buffer time in case an SME asks to push a deadline.
• Show the SMEs the bigger picture:  Explain how their work impacts an RFP’s success. This gives them a sense of purpose and motivates them to contribute. As a bonus, it helps them understand the importance of timely responses.
• Clarify objectives: Let SMEs know they only need to provide the necessary information, not worry about fine-tuning the response language. Sharing your proposal color team reviews system is a great way to clarify their specific role, allowing them to focus on their primary objectives.

Subject matter experts are often overextended, so make their lives easier by meeting them where they’re at. Step into their shoes and approach the situation with empathy. Ask yourself: How can I simplify what I’m asking of them?

The answer will vary for each SME, as everyone has unique preferences and working styles. For example, an SME who prefers verbal communication might benefit from a recorded interview to share their insights. On the other hand, an SME who likes working independently might appreciate a reference guide with your RFP process, common vocabulary, past proposal examples, and your contact information for optional support.

Automation can also save time and effort. Instead of asking SMEs to fact-check responses for every RFP, create a library of trusted information that you can confidently use in future bids. SMEs can then update this content periodically based on their availability. With RFP response software like Loopio, you can schedule review cycles and send automated reminders, ensuring SMEs update their responses without unnecessary back-and-forth.

As strategic partners, SMEs should be included in kick-off calls to align on the bid’s messaging, timelines, and goals. This collaborative time allows you to also anticipate potential roadblocks and brainstorm solutions before challenges arise. For example:

• If an SME anticipates being busy with other priorities, they can request additional time or delegate their responsibilities to another team member
• If the RFP requires information outside their expertise, they can guide the proposal team to the appropriate subject matter expert for input

By engaging SMEs early on, you reduce inefficiencies and foster a culture of open communication. Supported by a foundation of trust, SMEs will be more likely to speak up when problems surface, enabling the proposal team to address them promptly and avoid delays.

Disagreements are a normal part of collaboration, but the strategies outlined above can help minimize their frequency. When differences of opinion occur, remember that everyone is on the same team. Practice active listening to understand each other’s perspectives.

For example, an SME may have strong opinions about the best solution for a client, thanks to their deep technical expertise. Meanwhile, you might have a different interpretation of the RFP in question and how to craft a compelling response. When these differing views emerge, approach these moments with respect by offering constructive feedback and explaining the rationale behind your suggestions.

If the discussion reaches an impasse, bid management expert Nicole Robinson suggests bringing in sellers as mediators. Sellers often have established relationships with the client and a clear understanding of the RFP’s broader context. Their insights into the client’s pain points, goals, and long-term needs can help guide the team toward a more informed, unified response strategy.

One of the best ways to boost SME engagement is by creating a little friendly competition—after all, who doesn’t love prizes and bragging rights?

Gamify your RFP process by tracking SME engagement metrics that align with your collaboration workflow, such as response times, answer updates, and the number of won RFPs they’ve contributed to. Be sure to clearly communicate the “rules of the game” and choose incentives that resonate with your SMEs.

When reporting on the game’s progress, keep your updates lighthearted and full of appreciation. Add in some fun surprises and playful themes to keep the energy up. By consistently showing gratitude and enthusiasm, you can make the SME role more enjoyable and rewarding.

One of the best ways to boost SME engagement is by creating a little friendly competition—after all, who doesn’t love prizes and bragging rights?

Gamify your RFP process by tracking SME engagement metrics that align with your collaboration workflow, such as response times, answer updates, and the number of won RFPs they’ve contributed to. Be sure to clearly communicate the “rules of the game” and choose incentives that resonate with your SMEs.

When reporting on the game’s progress, keep your updates lighthearted and full of appreciation. Add in some fun surprises and playful themes to keep the energy up. By consistently showing gratitude and enthusiasm, you can make the SME role more enjoyable and rewarding.