Google Docs & Word Template
5 Proposal Cover Letter Templates
Need to make a strong first impression? Our collection of proposal cover letter templates will help you respond to any RFP with total confidence.
The Perfect Cover Letter for Every RFP: From Formal Bids to Persuasive Pitches
A generic opening can sink a winning proposal. Our one-page proposal cover letter templates help you grab attention quickly, demonstrate your understanding of the client’s needs, and position your team as the clear choice, without starting from a blank page.
Use these five distinct styles as a jumping off point for your next bid:
General & Balanced
For RFPs that follow structured guidelines.
Human & Relatable
Where people are the heart of the contract.
Bold & Visionary
To resonate with brands looking to innovate.
Safe & Disciplined
Where security is the client’s highest priority.
Pragmatic & ROI Driven
For RFPs that value speed and savings most.
How Do You Use These Templates?
After opening the Google Doc or Word version, follow these instructions:
1. Choose Your Template Style
Scan the RFP for the keywords listed in the provided table. Does the document feel formal and rigid, or does it focus on transformation and culture? Pick the template style that mirrors the language the client used.
2. Define Your Win Themes
A win theme is a unique strength that solves a specific pain point mentioned in the client’s RFP. For example, if their pain point is slow implementation, your win theme is “Our proprietary 30-day deployment framework.”
3. Tailor the Blank Fields
These templates are designed as strategic frameworks, but their power lies in your customization. When filling in the blanks, use the client’s exact language from the RFP. This demonstrates that you haven’t just sent a generic letter, but have built a response specifically for their unique context and goals.
What’s Inside Each RFP Cover Letter?
Regardless of the style chosen, each RFP cover letter template includes:
✓ A personalized hook: Uses the client’s specific project name, pain points, or desired outcomes as a compelling opener.
✓ The triple win theme: A bullet structure designed to highlight your top competitive advantages for immediate impact.
✓ A balanced you/we ratio: Refined language that keeps the client’s concerns and ambitions at the center of the story.
✓ A professional close: A gratitude-filled closing that invites further discussion and transitions naturally to the response.
Tips for Personalizing Your Proposal Cover Letter
Use these expert-backed practices from industry experts to turn the template into a persuasive, client-focused proposal cover letter:
- Read the RFP cover to cover: Spot recurring themes and priorities before you write so you can speak to what matters most.
- Grab attention in the first paragraph: Relate to the client, acknowledge their challenge, and show enthusiasm right away.
- Use clear, competitive win themes: Choose 3–5 reasons your solution is the best fit, drawn directly from the client’s stated needs.
- Address potential concerns up front: If size, price, or other perceived weaknesses could be a worry, reframe them as strengths.
- Keep it personal and human: Avoid overused lines like “we are pleased to submit.” Write in authentic, conversational language.
- Close with confidence: Reiterate your value, thank the client, and invite them to continue the conversation.
- Polish the final page. Keep it to one page, use your company letterhead, and have a senior leader sign for authority.
Sign the proposal cover letter from the highest-level person with signature authority, preferably someone that the customer knows personally.
How to Write a Winning Proposal Cover Letter (5 Examples)
Learn how to write custom proposal cover letters that grab a prospect’s attention and increase your chances of winning RFP responses.
Use Loopio AI to ensure the tone in your cover letter carries through to the final page of your RFP response.
