Visual Identity Group’s RFP Guide

Having gotten along pretty well with our business by word of mouth recommendations, we have only respond to requests for proposal (RFP) on occasion. In our line of work, digital design, we usually give a potential client an in person or online presentation geared toward showcasing past projects that specifically relate to their current request. Suffice it to say, this usually is enough to secure the job.

In this new rough and tumble business economy, we have been asked to respond to RFP’s placing us in the uncomfortable position of a creative and monetary bidding war with our competitors. Let me tell you, it’s not an easy place to be.

Our RFP Approach

If you tackle a new RFP with negative thoughts…you might as well not respond at all. It is very easy to become disenfranchised with the process because the ratio of RFP wins to losses is not a good one for most organizations. If you do a quick web search on responding to RFP’s there are probably more negative articles warning you of the pitfalls than there are positive ones. Check out these interesting pieces: RFPs Will Kill Us All by Max Cameron of Tech Start-Up 101, http://bigbangtechnology.com/post/rfps_will_kill_us_all and Answering RFPs from Carl Smith of Ngen Works, http://www.ngenworks.com/blog/from_the_archives_chapter_1_answering_rfps.

The other side of the RFP battle is responding to them with a renewed passion and vigor that quite frankly, can be difficult at times. But at Visual Identity Group, we soldier on and always approach a RFP as that next great opportunity to secure a new business partner going forward.

Review and Assemble The Team

With this in mind, I have prepared the “basics” that we adhere to when responding to an RFP. First task is to always read through the RFP, not once, but a few times. Make sure that the questions in the RFP are clear to you. If you have any questions about one or more items, make a note so you can follow-up with the requesting company to get more clarity.

The next step in our process is to assemble the response team. I like to highlight areas of the RFP that require more research and breakout the items that will be assigned to specific team members for their expert input. At this point, we have a team meeting summarizing the RFP requirements and assign each team member their questions. It is a good idea to have a lead project manager to champion the task of keeping everyone on time and putting it all together once all the pieces have been submitted.

Prepare an Outline

Most RFP projects have very specific guidelines and are broken out into sections. In some cases, the scope and length of the RFP can be rather intimidating. We prepare our first draft as an outline following the exact structure of the RFP. This way our final presentation and response paper will follow the headings and sections exactly as requested and keep us on track.

Get Answers to Questions and Items that are Unclear

As mentioned above, I like to identify questions to the RFP immediately, as most requesting organizations have a specific period of time to ask additional questions. My advice is to do this as soon as possible. In some cases, the answers to these questions can really give you some further insight into what the client is thinking and more direction on how to approach your response and presentation.

The Presentation

Because we are in the design field, we take the presentation portion of the RFP process to the next level, visually. Our design team creates a unique look for each RFP response depending on the client. It’s kind of like getting dressed up in your “Sunday Best Clothes”…you just feel good about what you are presenting if the package looks really good. We then take our refined outline and put it into narrative form. All the while, following the structure of the RFP. This is NOT the time to take creative license and change things around. I’ve been on the other side of the RFP process and there is nothing worse than a respondent moving and changing the order of an RFP. As a matter of fact, I’m sure respondents get points taken away for doing this. Why would you hire someone who couldn’t even follow the most basic of outlines? Most RFP’s are pretty lengthy and keeping the structure should be paramount in your presentation.

While we prepare the response in print form, we also prepare a formal “in-person” presentation to follow along with it. We have given these presentations both online and in-person, so it is very important to have your script prepared and give a narrative of any additional elements your want to propose (and that you didn’t have room to put down on paper).

Prior to the formal presentation, we practice in front of the team and prepare a list of questions that we believe the client might ask. Then we do a complete Q&A practice session so we are prepared, or as prepared as possible for presentation day.

We Did Our Best — Could We Do Better?

After each RFP presentation, we debrief as a team. We talk about what went well and areas we can improve. Then we wait! The waiting is the hardest part because we always leave the presentation with the hope of a win and a new business partnership. Do we win them all – Nope. Will we continue to respond to RFP’s with wide-eyed passion – You Bet!