Every once in a while we receive a RFP (request for proposal) from a business – usually one looking for an agency to develop/redevelop their website. And over the years we’ve learned quite a bit from our experiences answering some, not answering others, winning some and losing others. Ultimately, we’ve decided to take a stance: We won’t answer a RFP. Here’s why:
We don’t template our relationships
Understanding goals requires two-way communication – not guessing. The thing that bothers me most about RFPs are the generalizations and assumptions that the agency is forced to make in its response. In a true new business meeting, the first thing we do after introducing ourselves is ask the client what problem(s) they are trying to solve by hiring an agency. What are their goals for this project? Who is their audience? Then we engage in real conversation. We ask questions and we listen. We learn about their pain before we tell them how we’re going to solve it.
A RFP, on the other hand, usually starts with a statement like this:
Now I’m a very happily married man, and I’m pretty sure my first date with my wife six years ago wouldn’t have started off too well if I had asked her to fill out a form including a request like this:
I am seeking an attractive and smart woman to serve as my wife. This wife must demonstrate an ability to cook a perfect ribeye steak, and express a thorough interest in watching 9 hours of NFL football every Sunday from September through January.
OK, so that might be a little extreme, but the point is that this is about relationships too. Do you really want to kick this off with an impersonal 15-page document that look like something out of a law school text book? Help your prospective agency truly understand your situation before they offer their solution. (And by the way, my beautiful wife does happen to be a huge NFL fan. Nice bonus!)
Marketing agencies have an area of expertise – it’s marketing
When you hire a plumber to fix your kitchen sink, do you brief him on how he should execute the job before you set him loose? What about when you bring your car in for a tune-up? The point is that a marketing firm has an area of expertise too. It should be hired not just to execute, but first to consult. If they’re any good at their job, marketers have learned from similar projects, and with your help in allowing them to understand the job at hand, they’ll have ideas and solutions you may not have considered. The brainpower and experience that a good marketing agency brings to the table is the most valuable thing they have to offer. A rigid RFP can really limit your ability to tap their expertise.
Personalities matter
As in any other relationship, personalities that don’t mesh are going to cause conflict. One of the first things that a client (and the agency) can learn from a conversation is whether or not they’re a good fit for each other personality-wise. An agency might be a great fit for one client, but terrible for another. A RFP response is unlikely to reveal such intangibles.
The work speaks for itself
Look at the websites of the agencies being considered. Read a few of their blog posts. Observe the design, the writing and the flow of the sites they have developed. Contact someone at their clients’ companies and ask if they were impressed with the work as well as the relationship with that agency. Then narrow your consideration set.
Our clients come first
The last reason why we won’t answer a website RFP is that we believe our time should be spent serving our clients. I know – that sounds cliche. But the truth is that they’re paying for our services and we intend to deliver results. Of course new business development is a big part of what we do as a company, but it has to be secondary. Answering a RFP requires a massive commitment of time and we can’t afford to let this cut into the time we spend executing for our clients.
So what do we recommend in place of a RFP?
The first thing we recommend is doing the homework. As previously mentioned, a lot can be learned from the way a an agency presents itself online. Even more can be learned by observing the work they’ve done and talking to past clients. So first weed out anyone who is less than exceptional. There are plenty of really good agencies out there, so don’t waste time with the mediocre ones.
Next, instead of sending out a traditional RFP, send out our Website Design RFP Template. We’ve put this little resource together to replace the traditional version. It’ll save everyone time and keep both parties focused on what really matters.
Finally, my business partner and lead copywriter at Gorilla 76, Jon Franko, wrote a great article recently on what to look for in a web marketing agency. It’s a quick read and highly recommended if you happen to be in the hunt for an agency.
Oh, and if you’re interested in sitting down and chatting about your project, lunch is on us.