Marketing’s Jan. 29 cover story was called “RFP Madness.” I think this is a great title. The re-quest for proposal process has become ever more maddening for agencies and clients. If I may, here are 10 additional steps to RFP sanity for clients and agencies alike.
1. Clients need to establish their criteria for selecting an agency prior to the search.
Too often clients don’t do this (it takes time to do this right) and then are swayed by what they see when they meet agencies. Questions like big versus small, multinational versus private, broad services versus creative only, etc., are just a starting point. Tony Altilia is bang on when he wonders how lists are compiled given the often different agencies that make a short list.
2. Clients need to explain not just what the initial short list process is, but what the whole agency selection process is.
Too often we hear about how a client is going to narrow the list to six agencies from 12, but we don’t hear about their process in getting down to one winner. How many meetings will there be? Who is doing the selecting? Will these people be in all the meetings? Is creative work re-quired? Will you pay for spec work? How long will the review take? What does the score sheet (if it exists) look like?
Please take the time to lay the rules out. Enforce compliance from the participating agencies.
3. Clients need to be honest about the size of the business. It’s OK if the business isn’t $20 million.
There are lots of agencies that will work on any business that represents an opportunity to do good work, learn about a category, take advantage of prior experience, or just grow. It’s very frustrating for an agency to hear that the business was going to be larger than it actually ends up being. Agencies often use size as a measure of resources to apply to a pitch, so please be honest.
4. Clients need to be able to explain why they are searching for a new agency.
Honesty is very important here, too.
5. Clients need to ensure that agency reviews move at a pace.Please set a realistic schedule and do your best to stick to it.
We know you are very busy people, but these reviews don’t have to take four to six months.
6. Agencies need to be able to honestly answer why they want the business.
And yes, in my opinion, it is OK to simply say “because we would like to grow.”
7. Agencies need to take the time to respectfully answer the RFP in front of them.
Don’t just send in the reprinted RFP response you did two months ago. Clients and consultants can spot that a mile away. If you don’t have the time to do it right, don’t do it.
8. Agencies need to follow the rules set out by the client.
Don’t do spec work when it says not to. Don’t bypass the client responsible. As stated above, clients need to enforce these rules, which means getting buy-in from their top management before the RFP process starts.
9. Agencies ought not to pitch everything that knocks on the door.
Sure, we all want to grow, but not every prospect that considers you is right for you. This is almost always a tough call (although not in some cases). Set up your own prospect criteria. Make the tough calls and focus on the prospects that are right for you.
10. Lastly, agencies need to realize how tough it is for clients to do this right.
You can’t win ’em all. As long as you have stuck to your guns and given it your best shot, know that some just aren’t going to bounce your way
Mark Weisbarth is president of Due North Communications Inc. in Toronto
