The RFP Process

There are a lot of negatives about receiving RPF's but in my view it's better to receive one than not. I am always excited when I receive one, at least initially. Though I must confess my heart sinks a little while later when I realize how much work is going to have to go into the proposal. And no matter how good a fit our solution is - I know it doesn't fit what they think they are looking for in the template they have provided.

I have seen some advice about challenging RPFs, pushing back, talking about helping your client through shaping and framing the problem and potential solutions. I think that is risky. There is obviously a reason they have opted for an RPF, most likely it is something out of their control and they have to issue one or its a matter of risk mitigation - the prospect is not going to put their career on the line just because they like you. Better accept the situation and make use of the advantage you have been given - by being included. If you have a strong relationship with the prospect perhaps the RFP has been drafted already with input you have provided - if not formally then through discussions you have had in the past. (Another good argument for having valuable thought providing ongoing dialogue with prospects).

My advice with RPFs would be to supply as much as you can aligned with RPF enough information to evaluate but without investing to much time in too much detail. If there is interest they will come back to you with requests for further information/details. I would always include, where possible one creative off the plan idea - either to get their attention, show that you are thinking of other ways to help but also you never know how precise or accurate the RFPs are. They may not have considered everything. Even if your idea does not fit the template add it in anyway, do not assume everything has to fit the template they have given you.

Of course, where possible it makes sense to talk to the person that issued the brief to get a sense of what are the most important areas to focus on. I have saved myself a lot of time in the past by clarifying what to focus the proposal on. (Which was not really apparent in the brief). Always good too, to ask specific questions to provide some additional guidance. Depending on how responsive they are to your questions you may also be able to gauge how interested they are in your proposal and either adjust the amount of time you want to invest in the process, or double down to really make an impression if its an important account. I might add if it is an important account you should take it seriously in most cases and look for more feedback from other client contacts.

In my experience, unless it is a once in a lifetime purchase, if you have been included once you may get included again so even if you do not win the account this time it's a good opportunity to make an impression for future RFP's. In addition you have now received their buying signal and can get working on the relationship to influence the next RPF or be positioned should they change their plans.

Just a final thought on this. I also find RFPs of value to standardize a proposal or an approach. I have sometimes replied to an RFP knowing I would not get the business but it provided an opportunity to develop a template proposal for other clients, saving me time on future RFPs. (I actually had an example recently of this after completing the RFP, despite not winning the business, I received two very similar RPFS from other prospects immediately after and I was able to tweak the proposal I had already prepared).