More often than not, clients don't really know exactly what they need, and their true pain points may not be reflected in the RFP. Take time before responding to understand the client's core business, the primary challenges of its competitors, and who that business's other suppliers and partners may be. Ask yourself what the driving force behind the request may be -- if you can solve a problem rather than just provide a piece of equipment, you will move to the head of the line. Anticipate what the customer wants today and what he is likely to want next year, and plan out different scenarios before writing your proposal.
What can you specifically do to market and promote the book? Never discuss what you hope to do, only what you can and will do (without publisher assistance), given your current resources. Many people write their marketing plan in extremely tentative fashion, talking about things they are “willing” to do if asked. This is deadly language. Avoid it. Instead, you need to be confident, firm, and direct about everything that’s going to happen with or without the publisher’s help. Make it concrete, realistic, and attach numbers to everything.