I’ve been thinking about how odd this year’s RFP process has been. I see companies set solid deadlines for RFPs and then ghost agencies for months, even when those agencies delivered ideas on time. Other thoughtful, organized companies have taken a refreshing approach and made the RFP process better by requesting a response in a maximum length of two pages. Throughout the process, agencies that choose to get involved in the RFP process have hit their deadlines while staying in constant communication with all involved.

For some companies, the RFP is a smart step. It puts all potential agency partners on a level playing field so that the company can compare the agencies equitably. It also provides an opportunity for the CEO and others making the decision for the company to ensure agencies vying for their business have the experience and talent to back up their hype.

For an RFP to work, however, there has to be a level of mutual respect between a company and the agencies responding to its request. We’ve had a few fantastic examples in which the marketing team at a company sets an exceptionally high standard for this relationship. In those cases, the Red Fan team followed the protocol and felt great about the process and its position.

That isn’t always the case. RFPs can cost an agency between $5,000 to $15,000, especially the more thoughtful ones that invest a lot of their time into delivering customized ideas, only to hear radio silence. It is discouraging at best. This is why I, as an agency owner, don’t agree to participate in any RFP unless the following are true:

1. Mission match: We are excited about the company’s mission, confident in the quality and the track record of the senior management team and gel well with the day-to-day marketing contact.
2. Industry expertise and prowess: We genuinely are the right fit and have the industry experience to prove it. We know we can make a big difference for this company!
3. Budget fit: There is a stated budget in the RFP that works for our senior consultancy, with only our seasoned team members working on the project. We have seen many companies come to us after having a bad experience with another agency that placed junior staff members on the account, so we don’t budge on this. The team is the team, and that’s why our clients love us and why we deliver stellar results. If the budget doesn’t match what we know is needed, it’s an automatic “no.”
4. Access to decision-makers: We review the RFP and have a second call to answer additional questions. This call often tells us a lot about the potential client and either puts wind in our sails or doesn’t. It’s a chemistry test as it is information-gathering.
5. Clear decision timeline: We know the exact timeline for deciding on the winner and the company sticks to it. When the deadline keeps shifting or is nebulous from the start, that is red-flag behavior in my book.

We answered an RFP nine months ago for a large nonprofit that was on a tight deadline, and the company asked us to make some adjustments and resubmit because they loved what they had heard so far. As of today, we are still waiting to hear from them as are the other agencies that were asked to submit proposals. This type of messy process lowered the RFP team’s reputation vs. raising it, and that is a solid red flag for agencies as they look at potential future partners as well as companies to avoid.

So, advice to all the companies that want an RFP: Please consider the work that goes into the undertaking on both ends. Get input, and make sure management is fully on board with the vetting process and the deadline for selecting a winner. The end result will be a stronger partnership that delivers top-notch results.