Developing an RFP? Seven Tips for Getting the Responses You Want

You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship?

An RFP is a key step in engaging an outside marketing partner. Don't underestimate its importance. It's not simply a straightforward business communication; it's a brand opportunity.

Many organizations overlook the opportunity the RFP presents, hurriedly creating a "good enough" piece that's neither clear nor particularly compelling. Others approach the RFP with dread, simply repurposing another document rather than rethinking the process, the requirements, and the schedule.

If you're seeking a smart, strategic partner, your RFP should reflect that. Here are seven guidelines to help you create a great RFP—or what I like to call a "really fine publication."

1. Prequalify recipients

Who will receive your RFP? Take the time to prequalify recipients by visiting websites, interviewing principals, requesting work samples, and viewing portfolios. Send your RFP only to those organizations that have a reasonable chance of doing business with you. Doing so is not merely courteous and professional, it's also efficient.

→ end article preview
Read the Full Article

Gwyneth Dwyer is director of writing services at Larsen (www.larsen.com), an interactive, branding, and design firm with offices in Minneapolis and San Francisco. She blogs at MarketingProfs Daily Fix (www.mpdailyfix.com). Reach her at g.dwyer@larsen.com.