Recently, I was retained by a company to help them find an ad agency for an upcoming campaign launch. Having been the president of one agency for many years, I was thrilled at the chance to see how other agencies approach a search. Yes, I’d done a client side search in a previous corporate job and the amazing cookies and muffins won hands-down over the boring fruit and croissants…..but back to this story.
It was enlightening. For my agency colleagues out there, here are a few simple words of advice for the RFP round. I realize we’re talking the basics but sometimes you have to go there:
1. Get rid of those voicemail machines and have a live person answer the phone.
I called each agency we were considering to make sure I had a real contact person (so we didn’t have to send the RFP to info@agency.com). In some cases I couldn’t get anyone to actually answer the phone no matter how many buttons I pressed. Not a great first impression.
2. Train whomever is answering the phones what these terms mean:
New business opportunity
RFP
This was literally a conversation I had over and over, and (I kid you not) once with a CEO.
Me: I’d like to get the contact information for the person at your agency in charge of new business. I’d like to send an RFP.
Them: huh?
Me: (Repeat, slower)
Them: I’m not sure what you mean.
Me: You are an ad agency, correct? (Maybe I had the wrong number?)
Them: Yes
Me: You do respond to Request for Proposals (RFPs) for new business opportunities, right?
Them: Oh yes.
Me: Well I’d like to send one. Can you tell me who to send it to….
Enough said.
3. Make sure they DO know who the right contact person in the agency is for new business opportunities and RFPs.
Some didn’t know. One refused to give me a name – the agency’s policy is take a name and phone number. They did not call me back. I tried again. Same thing. They did not receive the RFP.
4. Have them show a little excitement about the opportunity.
A simple, “Oh that’s great, we’ll be on the look out for it,” would be nice. It’s a nice way to establish rapport and some positive energy right from the start.
5. Read the RFP very carefully.
One agency couldn’t make the potential meeting date and suggested an alternative that was four days after the decision was being made. Sigh.
6. Proof your work.
One very reputable agency got the client’s name wrong and some of the competitors. The client couldn’t get passed it. They were not invited to the next round.
7. If you are not going to respond, inform the contact at the client.
It’s just rude not to. And you never know where that person is going to land next.
Every little thing makes a difference. Good luck on the next one!
