Post by RSW/US Owner & President Mark Sneider
For those of you following these posts, this is the Chapter 12 summary from our soon to be released, 17 chapter Agency New Business Handbook titled:
Put on that $%*! Sales Hat! The Hardest Part of Agency New Business.
The 17 Chapters talk about why you need to wear your sales hat at every step of the process, from pre-prospecting preparation to working opportunities to close.
The majority of the book focuses on elements that Agencies either often overlook, are too busy to consider, or are simply too lazy to pursue.
Chapter 12: Make it Work?Make it Count!
It?s important that when you?re responding to an RFI or RFP that you give the client what you want, in the order they want it.
There is nothing worse than making your prospect work hard to find the information they have asked for.
Think about it?many agency searches bring in 10+ agencies into a search.? Think how challenging it is for a marketer to review multiple agency responses.? How do you think a marketer would feel if they had to review different formats and order to questions answered in different agency responses.
No fun for the marketer.
So let?s assume that you?ve been asked to fill out an RFI and you have been told very specifically no to veer from the format requested.
All fine?but you know with 100% certainty that in order to stand out, you need to be different?so what do you do?
Do you sit quietly by and not make waves?
I say ABSOLUTELY NOT!!
The only way you are going to stand out from the other agencies in the mix is to shout out and make yourself known.
I suggest you ask the marketer or the search consultant if you can offer slight variances to the response ? or add an adendum.? It certainly never hurts to ask.
Even if you can?t change the format, consider adding images to ?jazz up? the presentation.? Make it visually interesting.? Use bullets, include lots of white space..
Make it easy for your reader to consume.
Think about it?if you do is answer the questions the same way everyone else is likely to answer?how are you really going to set yourself apart??
So make sure you give them what they want?otherwise they won?t be happy.? But think abou thow you can make yourself stand out.
So the bottom line is?
Make it Work?But Make it Count!
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