PPB April 2018

reader, it won’t be understood by procurement. Eliminate unnecessary adjectives and fluff. State your accomplishments without boasting. For example, don’t say, “We’re proud of…” Precise proofing is critical. Fresh eyes will catch grammar and punctuation errors and snag words such as “love,” which aren't appropriate in a professional document. Final Thoughts On The RFP Your submitted RFP will be read and evaluated in one of several ways: • Pricing comparisons may come first. • Someone who is not a decision maker may read it first, looking for answers that screen out noncontenders. • The reader may write a capabilities summary that moves your proposal to the next level. • As the process continues, decision makers may review all the RFPs still in contention or a single reader may review all submissions. • Different sections may be read by people with specific areas of expertise: technology, creative, marketing, etc., and, of course, procurement. Seemingly identical questions may be posed in different sections, so your answer must fit the topic. • The RFP sections are usually weighted with an assigned value of their importance to the ultimate selection. What if, after all this preparation, your company is not selected? You’re still a winner. Through the process of responding, you’ll sharpen IsThis RFP Right For Your Business? Before you ever respond to an RFP, take a step back and ask: Do I want to participate in this RFP? Is it a match for my company’s capabilities? Do I have the staff and finances to support the demands inherent in the win? Does it fit into our current client mix? Will servicing this business erode our ability to care for and grow existing clients? Consider why you received this RFP. Are you the incumbent or already working with this client? Are you on the list through a referral or as a result of marketing efforts? Or has it come to you out of the blue, requiring services that aren’t the right fit? Filling out an RFP takes time and money. Sometimes it’s smarter to decline than to try to win business you can’t profitably service. If you decide to respond, allocate the time and resources to do it right. your insight into your business practices, and your company’s strengths and weaknesses become more apparent. Your key to future success is what you will do with this insight. Review what you’ve learned about your company’s functionality, attitudes, customer service levels and capabilities. Make the necessary changes so you’re prepared for the next opportunity. Stay in touch with the client and their procurement directors and update them as your company grows, upgrades capabilities and adds services. These steps are the result of numerous conversations with multiple procurement professionals about what they seek and how they review a document. Should I ever find the magic bullet or hear of a secret sauce for RFP responses, I promise to share. Prior to starting Tango Partners in 2005, Marsha Londe spent 25 years honing her creative and selling skills, winning 24 PPAI Pyramid awards for using products creatively. She was twice named Salesperson of the Year and was in the inaugural class honoring industry women who “broke through the glass ceiling” with their contributions. Now she is a “polisher” of Requests for Proposals with Tango, a consultancy firm for the promotional products industry. An expert in responding to RFPs, Tango works with distributors in new business development, sales, promotion, training and more. mlonde@tangopartners. net, www.tangopartners.net , or 404-846-1900. What if, after all this preparation, your company is not selected? You’re still a winner. Through the process of responding, you’ll sharpen your insight into your business practices, and your company’s strengths and weaknesses become more apparent. | APRIL 2018 | 55 GROW