Wednesday, May 3, 2017

REDEFINING THE RFP, PART TWO: Revolting, Frivolous, Preposterous?

Admittedly revolting, frivolous, and preposterous were not the words I received in response to the existing RFP process in Part One, but similes. Universally (and I received a lot of input) no one defended the process as we know it to be now.

I am going to refer to a very thoughtful correspondence I received from Kate Patay, an event industry consultant, as she summarized what so many of you readers have shared... the process has to change.

1.We are in a fully transparent world. No one can hide anymore. Nothing can be hidden anymore.

2. Time is money. And we are being wasteful of both.

3. Kate closed with an Oprah quote that resonated: "Let excellence be your brand... when you are excellent you become unforgettable. Doing the right thing, even when nobody knows you are doing the right thing, will always bring the right thing to you."
      Should we assume that the purpose of an RFP should be to discover excellence? As written, they are now designed to discover mediocrity or lack of relevance. Am I wrong?

So why is this happening? Companies are sending out blanket RFPs. They lack real information. They lack an achievable goal. And they are not designed to discover the core competency of the responder. In many cases, they are designed to give a budget number that can be compared to other responders' budget numbers.

Let me tell you a story... a true one... I was asked to present my response to an RFP to a committee. I walked into a conference room and handed out my proposal and immediately saw that almost all of the committee had turned to the budget tab in this beautifully constructed document filled with photos and renderings. So, I sat down. Obviously puzzled, my contact said, "Aren't you going to present your proposal to us?" My response was, "No, I'm not." And then I shut up. Everyone got very uncomfortable until my contact said, "But you're here to give us your proposal for this event, aren't you?"

I politely responded with, "That's what I thought I was going to do. But it is obvious to me that all you care about is where the dollar sign and decimal point fall and how much it will all cost, but so far I haven't seen that you're interested in what design ideas, concepts, or value you are getting for those dollars. So if you have no idea what you're buying for the money I've quoted, then there's no point in my presenting anything to you. If you'd like to close the budget page and hear what I'd like to do and why, and why every cost brings value to your project, then I'm happy to present to you." Note: they closed their books and listened. I won the business. At least that time. 

So the question remains: is an RFP a demand for the best creative idea (and this brings on an entirely different discussion) or is it designed to filter through prospective companies and find the one best suited for collaboration? And how do we do this if we do not have enough information about the project to appropriately answer the RFP and be relevant?

Shouldn't clients return to the information pipeline and understand how crucial it is to give out concrete information? Why? So that when those of us choose to respond (and yes I believe we should choose based upon the quality of the RFP) we can showcase our strengths and what we bring to the table when we make that choice. We can only do that if we know what we are being asked to do in specific detail. 

All of that is very general, isn't it? Read Part One and some of those questions will be addressed. 

Moving forward and continuing this discussion, I would love to get the input of some of the corporate planners who issue RFPs to find out the following:

  1. When you are asked to bid out a project, are you being challenged by time? (This is an assumption, of course, that a planner or procurement department has some other department or person with a need, and you are responding to that need on their behalf.)
  2. How often do you cut and paste your inclusions versus creating an original document?
  3. How much of what you ask for are you actually reading?
  4. If you send out an RFP to 10 companies (or more), are you reading all of them page for page, line by line in consideration of the great amount of time and money it took to respond?
  5. Do you send out RFPs even when you know who you are giving the business to in advance?
  6. Do you ever pay for companies to respond to an RFP and send you a creative proposal?
  7. What would you like companies that receive your RFPs to know about the process you go through to qualify them?
       Join in here folks... it's the topic of the day, and it's up to us to find a way to solve the problem we've all helped to create. Let's not complain. Let's find ways to fix this. Thoughts anyone?     

Andrea Michaels is the founder and president of Extraordinary Events, an international, multi-award-winning event agency based in Los Angeles. She is the author of Reflections of a Successful Wallflower: Lessons in Business; Lessons in Life. She may be reached via

No comments:

Post a Comment