PPB April 2018

merchandising, customer service, creative, warehouse/ fulfillment, IT, etc. • The salesperson who works with the client or who will be assigned to the client • A proofreader and/or someone who can polish the final document Step Two: Get A G.R.I.P. On The Process Think about how to respond to questions on your growth strategies . A repository of collected information can remove a lot of the angst. Insight into your client’s needs and service levels should be addressed in your answers. Develop and organize your internal processes and procedures; be prepared to explain them in your answers. The best way to improve your responses to RFPs is to build upon what you’ve learned in responding to previous requests. Access to a shared folder of previous responses, standardmaterials, and procedures and processes makes it easy to jumpstart or supplement your RFP answers. Go through previous RFPs and collect information that can be repurposed, including the best answers used previously and other standard information that simply needs updating. Be sure to create and store basic RFPmaterials so you don’t have to gather the same materials each time. Having the information accessible isn’t a license to cut and paste the answers, because every question will differ slightly from other RFPs. The point is that it’s easier to begin with a starting point than a blank canvas. Are you making changes in or expanding your business? Developing new ways to improve service levels? Clients now ask how your business will save themmoney. Be prepared with answers about growth and improvement strategies. Most RFPs will ask similar basic information. Create a repository of responses for these topics: service and quality capabilities, technology, disaster recovery, testing, quality control (currently a big issue), environmental responsibility, service levels and metrics, surveys, order and proofing processes, and awards. Collect testimonials and case studies that address creativity, quality, delivery, service and saving money to substantiate your responses. Make sure your company has signed off on PPAI’s Code of Ethics; it strengthens your response to certain answers. Gain insight into the client, including their needs and pain points. These may be indicated through the questions asked in the RFP or in what the company says they’re looking for. Visit the client’s website to learn about their promises and personal projects, such as charities, community involvement and/or environment initiatives. Ensure responses on your processes and procedures are ready to go and well explained through bullet points, graphs, charts and diagrams. Keep an updated organization chart and biographies of each of the salespeople. Include creative/ technology/fulfillment/customer service teammembers in the organization chart if they are on the team for that RFP. Indicate each person’s role, value to the team and industry experience. Don’t write a book; the reader is looking for expertise. Research your competitors for the RFP. Consider their strengths and weaknesses so you can position your company appropriately. For example, if yours is a smaller or mid-size distributor competing against a top-tier company, you might promote fast decisions, fewer layers and personal service. Larger distributors can brag about purchasing power and depth of staff. The key is to differentiate your company. Step Three: Policies, Processes And Procedures Review referenced materials to see what should be adjusted or updated. • Be clear on order processing, proofing and approval procedures. • Be specific about quality controls. • Differentiate between drop- ship and online ordering/ proofing/approval. • Where possible, use graphics and charts. Images are worth a thousand words because you don’t have to write those words and someone doesn’t have to read them. One caveat: even when using a chart or diagram, include an introductory paragraph that covers the main elements simply. • Many RFPs for online stores require the distributor’s implementation timeline, plus they ask how much involvement is needed on the client side. Using a timeline Having the information accessible isn’t a license to cut and paste the answers, because every questionwill differ slightly fromother RFPs. The point is that it’s easier to beginwith a starting point than a blank canvas. | APRIL 2018 | 53 GROW