How to Win Deals in ‘Shadow RFP’ Situations: When You’re Late to the Table

Every salesperson knows the thrill of discovering a new opportunity. But what happens when you realize that the prospect has already started discussions with other vendors? This is known as a “shadow RFP” situation — when the buying process is already underway, and you were not invited to the first round. You are late to the table, and the clock is ticking.

At first glance, it might seem hopeless. The other vendors are ahead, and the prospect seems committed to them. But do not give up yet. You can still turn the tide in your favor. Here is how to navigate shadow RFP situations and win deals even when you are late to the game.

Step 1: Stay Calm and Assess the Situation

Panic is the first enemy in shadow RFP situations. When you realize you are late, it is easy to think you have already lost. Take a deep breath. Stay calm. Instead of focusing on what went wrong, focus on understanding where the prospect is in their decision-making process.

Ask yourself these questions:

• How far along are they?
• Have they issued a formal RFP yet?
• Who are the other vendors involved?
• What are the key criteria they are using to make their decision?

Gathering this information will help you figure out your next steps. You are not out of the game until the contract is signed.

Step 2: Do Not Force Yourself Into the Same Mold

When you are late to the table, it is tempting to play catch-up and mimic what the other vendors are offering. This is a mistake. Instead of trying to be like everyone else, differentiate yourself.

Highlight what makes you and your solution unique. If the other vendors are presenting generic pitches, you have the advantage of knowing what not to do. Tailor your pitch to address the prospect’s needs in a fresh, compelling way.

For example, if you know the competition is emphasizing low cost, focus on the long-term value and ROI of your solution. If they are offering generic features, highlight specific outcomes that your solution can deliver.

Step 3: Identify the Gaps and Weaknesses in Competitors’ Pitches

If you are late, you have the benefit of hindsight. The prospect has already seen other proposals, and there are likely areas where those pitches fell short.

Talk to the prospect and ask questions like:

• What challenges have not been addressed?
• Are there concerns that remain unresolved?
• What is missing from the current solutions?

This is your opportunity to position yourself as the answer to these gaps. Frame your pitch as the solution that fills in what others missed.

Step 4: Focus on Speed and Agility

In shadow RFP situations, time is not on your side. You need to move quickly, but without sacrificing quality. Show the prospect that you are agile, responsive, and capable of meeting their needs faster than the competition.

This does not mean rushing your pitch. It means being efficient, organized, and proactive. Offer to provide rapid demonstrations, case studies, or proof-of-concept trials. Show that you are ready to act now.

Prospects appreciate vendors who can keep up with their pace, especially if the other contenders are slow-moving giants.

Step 5: Build Relationships, Not Just Pitches

When you are late to the table, relationships can be your secret weapon. Prospects do not just buy solutions; they buy trust and confidence.

Connect with decision-makers and influencers on a personal level. Ask about their goals, challenges, and concerns. Listen more than you talk. Show that you genuinely care about their success.

Sometimes, a strong relationship can outweigh a head start. If the prospect feels that you understand them better than the competition, they may give you a chance to prove yourself.

Step 6: Offer a Different Perspective

Prospects in a shadow RFP situation are often locked into a certain way of thinking. They have heard the same pitches, seen the same features, and are stuck in the same evaluation criteria.

Shake things up. Offer a new perspective that challenges their assumptions. For example:

• Suggest a different way to measure success.
• Highlight a risk they may not have considered.
• Propose an innovative approach that the competition has overlooked.

By offering a fresh perspective, you can break through the noise and make the prospect reconsider their options.

Step 7: Present a Compelling “Why Us” Story

In any sales situation, but especially when you are late, your “Why Us” story needs to be crystal clear. Why should the prospect choose you over the others who were there first?

Your story should focus on:

• The specific outcomes you deliver.
• How your approach solves their unique challenges.
• Success stories and testimonials from similar clients.

Make your story human, relatable, and focused on results. Prospects want to feel confident that you can deliver on your promises.

Step 8: Be Transparent About the Late Start

Honesty can build trust. Acknowledge that you came in late. Explain how you are addressing that gap and why it does not affect your ability to deliver value.

Being upfront shows confidence and integrity. Prospects appreciate transparency, and it can set you apart from competitors who may be over-promising.

Step 9: Offer a Fast-Track Path to Success

If you are late, show the prospect that you have a clear plan to catch up. Offer a streamlined onboarding process, a dedicated support team, or a quick implementation timeline.

Make it easy for them to say yes. The less friction they feel, the more likely they are to give you a shot.

Step 10: Follow Up Like a Pro

After your pitch, follow up consistently and thoughtfully. Do not bombard them with emails. Instead, provide value in each follow-up. Share insights, answer questions, and demonstrate your commitment to their success.

Stay top-of-mind without being pushy.

How Distrobird Can Help You Win Shadow RFP Deals

Shadow RFP situations require speed, agility, and precise communication. Distrobird can be your secret weapon. With Distrobird, you can:

• Automate Multi-Channel Outreach: Reach prospects via email, calls, and SMS quickly and efficiently.
• Seamlessly Integrate Your Tools: Keep all your sales tools connected so you can respond faster.
• Manage Calls Intelligently: Automate call workflows and never miss an opportunity.
• Follow Up with Precision: Use automated follow-ups based on prospect behavior to stay relevant and timely.

Distrobird helps you streamline your sales process, even when the pressure is on. If you want to win more deals, even when you are late to the table, give Distrobird a try.

Your competition may have a head start, but with Distrobird, you can still cross the finish line first.