The three letters most dreaded by every agency are RFP (our favorite letters are ROI, btw). These long-winded, inane and arguably unnecessary documents strike fear in the hearts of agencies.
Why? First, they’re usually prepared by a purchasing agent or procurement department, not a marketer. Also, they take a tremendous amount of time and rarely result in winning an account.
I know. I know. RFPs ‘level the playing field’ and ‘provide detailed information’ that you need to make a group decision.
But, if you’re a B2B marketer who is searching for an agency, I’d argue that RFPs are actually bad for you. Here’s why:
- They’re a pain to review and take valuable time away from your regular job responsibilities.
- RFPs ask too much information. Do annualized billings, staff member positions and agency awards really matter?RFPs don’t allow for creativity. Putting an agency in a box is never good.
- A standardized RFP won’t give you an accurate picture of style, strategic thinking, creative capabilities or client service.
My suggestion. Ditch the RFP.
Instead, get a referral from a B2B marketer you trust. Google agencies in your industry and check out their websites. Contact a few contenders and see how they approach your business. This will give you an excellent idea of how they’ll end up servicing your account.
Have you ever put out an RFP and been dissatisfied with the results? What’s the craziest response you’ve received from an RFP? Did you find the agency of your dreams with an RFP?
