photo by jaygooby on Flickr
RFPs (Request for Proposals) are a funny thing. From the agency perspective, it’s very exciting to get one. With it comes an opportunity to work in a new industry, with new people and marketing challenges. However, responding to an RFP is a big undertaking that utilizes many agency resources. It’s an investment. So before jumping in, we need to make a choice – either commit whole-heartedly or don’t respond at all.
From the client perspective, here are four considerations to make when preparing your RFP:
- The Fit. Agencies start by determining if the RFP is a good fit for their business. Provide some background on your company. Direct us to where we can learn more about you. At Flint, we like to understand how you do business, so we can determine if it would be possible to have an open, honest and mutually respectful relationship with you.
- The Goal. Be clear about what you hope to accomplish with an agency relationship. It won’t help you to get a general capabilities overview from each agency that responds. We want to know your goals and objectives – so we can be sure to tell you about which capabilities are most appropriate for reaching those goals.
- The Proposal. If you don’t want lengthy proposals, be specific about the scope of work. However, if you are looking for a good read, let us describe all of our capabilities. Also, it’s fine to ask us to demonstrate an understanding of your business or industry. However, don’t ask agencies to include new recommendations, strategies or tactics in the proposal.
- The Pitch. Give us an agenda outlining what you expect our presentation to include. Would you simply like to see a person presenting the information in our proposal, enabling you to attach faces to names? Or are you looking for more? Be careful about asking agencies to make recommendations for new strategies or tactics. You’ll get some flashy creative or ideas with a WOW factor. However, these pretty pictures will likely be missing sound strategy.
An RFP is an investment for you as well. If it’s clear, complete and concise, the responses you get will have better information. You’ll be better equipped to weigh your options – and you’ll find a partner who can deliver exactly what you need.
Do you have any tips for preparing a good RFP? How about suggestions for responding to RFPs? I look forward to hearing your suggestions!
