Against the Grain: Todd Senne

Yesterday, I sent out a tweet about my aversion to the RFP (request for proposal) selection process when looking for marketing services. Yes, I understand they are necessary for some clients, but are they really the best way to find an agency partner?

Looking back, RFP’s were first created as tools for purchasing agents to make a specific comparison of similar products or services to make an informed decision. It’s a way to compare apples to apples when buying supplies, equipment and specific services. Here’s how much Company A charges, here’s how much Company B charges, etc. The problem with using RFP’s to compare marketing services is that the approach is rarely apples to apples. For example, a simple television commercial assignment. It can be wide ranging in its use of talent, location, quality, message and therefore cost.  And in the end isn’t it about results?  The commercial driving the desired action is infinitely more valuable than the one that doesn’t, regardless of the price tag.  There is no way for an RFP to judge effectiveness, only its price.

The other problem is the lack of collaboration in this type of process.  I would agree that it can show some creativity, thoughts and philosophies, but this is a relationship business. Chemistry, the most important part in my opinion, of the client/agency relationship is completely ignored.  You can learn more about an organization over dinner and drinks, than you ever will through an RFP.

The client/agency relationship isn’t really all that different from an interpersonal relationship, is it? Can you imagine getting married after two or three dates? It happens, but long-term compatibility is a long shot at best and the shorter process certainly doesn’t increase the odds of success.  That’s what an RFP is – signing on the dotted line after barely getting to know someone. I think the client should be courted, complete a small project, spend some time getting to know the agency staff and see if their work is for you. And then, when you feel like it’s the real deal, sign on that dotted line! I’ve often said to prospective clients if they feel like our personalities don’t mesh, or if they couldn’t picture us sitting back and having a drink, we’re probably not the agency for them.

Before I start to sound like sour grapes, we regularly participate in RFP’s and frankly, win more than our fair share.  If you have to do them why not be great at them, right?  Some of those relationships have turned into great partnerships that have lasted, and some wins turned out to be a bad fit. Are we going to keep responding to RFP’s?  Of course we are.  I just hope that a few people on the other side of the desk will think about the process from a different perspective and try and bring in the human element. It will ultimately be better for both sides.

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