c





 



 
 



 

Formal Requests for Proposal (RFPs) consume, and I would argue, waste large amounts of
time and human energy for both the issuing and responding organizations. The amount of
irrelevant data and information that make up the µcriteria¶ for submission, let alone
selection, can be disheartening and drain productivity.

Clearly this isn¶t always the case. In fact, I recently responded to a wonderfully clear and
concise RFP that was fewer than 3 pages. In some cases, however, RFPs are just required
³due diligence´ on the part of the client organization with a clear frontrunner already
identified. It isn¶t supposed to be that way but bureaucracy and human nature often dictate
that it is.

All of the lost opportunity risk is borne by the responding organizations that in some cases
have little chance of winning the contract. Several days of internal as well as external
research and professional copy writing go into major proposals and there is no
compensation for those copious hours of hard work. The more proposals submitted, the
lower the odds are of winning the job (unless you¶re that clear frontrunner). When you don¶t
win, you better learn something valuable because those hours and opportunity costs are
lost forever to the competition.

I need to temper this notion by stating that there is nothing inherently wrong with RFPs.
They are usually necessary when there is no clear choice in a given marketplace. Competing
for and winning contracts from formal RFPs have fueled the growth of many companies and
we always respond to those RFPs that we consider a good fit for us.

It¶s the cost of doing business« unless« unless your brand and relationships are so strong
that a CEO simply calls you in to do business, forfeiting the whole RFP process. Think about
that! It happens all the time.

If, for example, you or your CEO decides your entire sales force would be more productive
using iPhones than Blackberries, cell phones, or other devices, will RFPs go out to multiple
wireless providers to compare solutions? No, because it would be a waste of time and
money. The only consideration would be the budget and that would entail a soft negotiation
instead of a proposal process. In this scenario, Apple (iPhone) has reached the pinnacle of
product branding success.

Another example would be hiring an architect firm that an owner or developer 
 to
design his next project. Based on the architect¶s brand, style, reputation and perhaps
relationship, no RFP is needed ± a negotiation session perhaps, but no RFP. You may be
thinking about customer loyalty here and you¶d be right to link branding, sales, service and
relationships with customer loyalty. These elements are integral to enduring business
success.

I¶ve experienced such rosy situations in my own business. By remaining in contact with our
desired prospects in a valuable way consistently, some clients have pre-identified us as the
chosen partner to provide the best communication services for them. We hold focused
productive discussions and start doing business. A contract is usually executed but price is
not a barrier because of earned trust. This kind of relationship is mutually more profitable
and enjoyable. When less time, effort and money are wasted chasing low probability sales
opportunities, more focus, energy and value will go into V

 




. That
in turn will earn loyalty and enthusiastic referrals. Everyone knows that strong referrals are
the least expensive paths to new clients.

[
  

 How do you reach the pinnacle of brand and sales success in your
industry? I¶ll offer a top 10 list of requirements, each of which could be an article topic.
However, the list and accompanying questions will steer you in the right direction. Also note
that I am happy to offer recommendations in any of the following areas:

1. |    ± What does your brand stand for? Does it have differentiation V



   ?
2. ü
  ± Are you truly better than most of your competition or just trying to sell
that idea.
3. 
± Do you communicate successful outcomes and values or features & benefits
duplicated by your competitors? What¶s your 
 


 
?
4. X 
  ± Are you known for innovation; as an industry thought leader or just
another vendor?
5. O   ± Do you keep in touch regularly with customers and prospects
offering them value with every contact or just ³keep the lines open´ and try to
compare prices?
6. c 
  ± How well do you know the key players in your market? More
importantly, how well do they know you?
7. O
  ± Do you have a service ethic and culture that permeates every aspect of
your business, earning you consistent referrals?
8. |  ± Are you a great person to work with? Can you attract and keep the best
people for every role in your organization?
9. ?
   ± Are you dedicated to providing the training and tools your people need to
win? Are you always learning and applying new knowledge in your work?
10.´
  ± Does your business execute a strategic marketing plan with an
allocated budget or do you just promote when you need to drum up business?

Now let me ask you this: Do your favorite brands and suppliers do a good job on most or all
of the above? Of course they do or you¶d still be shopping!

Excellence in all ten areas doesn¶t happen overnight but it can be achieved. As you begin to
work more on your business rather than being caught up in your business, you¶ll inevitably
begin to lower the cost of sales. There¶s nothing as sweet and profitable as an incoming
warm lead with dedicated budget. Now get to work on your top 10 list and prepare to
welcome the new customers you¶ll earn as a result.

Happy New Year!

áV
 
 

   

   
 V 
V 

 



  
V



 




V    
 


V