RFPS: Recipe for Pain?

RFPs (Request for Proposals) are usually a call for disaster. I was recently interviewed by PR Week for the article, "Firms' Proposals Must Adjust to the Times." I mentioned that we don't recommend an RFP until we already have a finalist shortlist, since they make an agency search a “commodity” exercise at the best, and a complete waste of time at the worst – for both client and agency. What’s the reason for the pitch? How will the decision be based? There's a ton of questions that go into the process. Many agencies can be easily eliminated (or better targeted) without wasting everyone's time.

It takes an enormous amount of work to properly respond to an RFP. Some agencies-even in this climate-may not participate. Smaller or mid-size agencies with limited resources need to be super selective about whom to pitch and have to consider if they even have a decent shot at it in a sea of fierce competition.

Clients launching the process by a blanket RFP to a “long list” risk alienating some super stars that might be just the ones they need. Short and savvy RFPS will be more helpful and productive for leveling the playing field to a shortlist of viable finalists, all of whom are serious contenders.

If you must issue an RFP, consider the following best practices:
-Start with the right agency short-list
-Take the time to make the RFP short and savvy
-Only issue to firms you’ve met and are serious about hiring

Agencies need to remember that clients want thoughtful ideas for where and how you’d take their business. Don't bore them to death; rather show how and why you're valuable.

Best practices for agencies:
- Always get a meeting (or an at least a WebEx) to first see if there is a meeting of the minds.
-Don’t give a 3 hour capabilities presentation, do it in less than 30 minutes. Think shorter book, more brilliance.
-Focus on what the client is going to get for the fee. Return on investment has never been more top of mind.

To learn best practices and see the article, visit http://getsmarti.com/PR%20Week%20Clip.jpg