September 2005 - WORDS
By Scott Pacich
Recently, in my real job, I’ve had the “opportunity” to read three extensive RFP (Request for Proposal) documents from three computer industry giants. Even though they all had to utilize the same templates, the difference in styles between them was amazing, and I formulated differing views based on these RFPs. They were the first thing I saw about the companies, and as such formulated those opinions.
The first RFP was written in the most basic form. It was kind of like, we will do this but we won’t tell you how. We’ll deliver on a promise to complete the work being proposed by a certain date, but we won’t really tell you how we’re going to get there. We will use some of these processes and some of those processes, but we won’t tell you everything. But after all, we are the biggest and the best, and you will be happy with what we provide. I would call this RFP the most arrogant, or maybe confident is a better word of the three.
The issues I have with it are a lack of information that makes me, the customer, very confident with it. It was sparse, and seemed to rely on company reputation more than anything.
The second RFP was much more informative. It provided distinct explanations of how processes will work. It provided a detailed timeline up to the completion of the project work being proposed, including “deep dives” into the process they will use to accomplish it. Included in this RFP were some pictures of key management people who would help guide the effort, along with some quotes from them specifically related to the RFP. They seemed to take the approach of “we’re very good”. We’re so good in fact that we’ll share some of our practices with you without you asking.
I was much more impressed with this RFP because of their willingness to share the nuts and bolts of their plans. It was a little longer than the first RFP, but the increased length was important and pleasing information.
The last RFP was an entirely different approach. The phrase, and pardon the inference, “Baffle them with BS” kept ringing through my head. They took the approach of promising the world, including items that were above the original outline that had been provided them. They seemed to be out of the school of thought that if we confuse them enough with unwanted and unimportant proposals, they’ll think we’re so good that they cannot possibly ignore us. The RFP was filled with promises of functions and facilities tat would improve the business and save money. The problem was that within the company providing the RFP, none of those functions or facilities actually exist. They would be created specifically for us. The promises of “vaporware” tell me that they are ill prepared to take on a process of this magnitude. I think that was also shown by their inability to assign and actual timeline to their projected completion of the processes we asked them to bid on.
I was immediately put off by this RFP, as I came away from reading it with the distinct opinion that the company would be entering into a losing proposition. I based this on the fact that they have nothing in place, and are relying on developing what we need to have in place day one. Factor into that an excessive amount of typographical errors, fractured sentences and misplacements of our company name, I eliminated them immediately.
The point of relating all of this to you is to once again point out to you the power of the words you use in presenting a proposal to a marketing partner. When you think about it, you are actually submitting an RFP to them, in which you are explaining how you will promote their business, and will be giving them a timeline as to when you will do that. As such, you should be treating your proposal as a business document.
You should avoid proposals that go along the lines of RFP No. 1 that I previously talked about. You have to be up front, open and honest about what you will do, of course. You must, however, provide the details as to how you will accomplish the goal of providing your partner with exposure. You must explain how everything will be done. You have to give dates detailing when specific things (car painted, shows attended, race schedule, etc.) will be accomplished. Your partner needs these things to attain a level of confidence that you know how to provide the service you are proposing.
However, you should never assume that you are the best at what you do, even if you have a proven track record. That level of confidence is often translated into a feeling of I don’t need you, you need me. That is NEVER the way to try to attract someone to invest in your racing team. The level of detail can be culled down a bit. I don’t believe it is necessary to lay out things by the day and hour, but time frames for more important showings, races and presentation of your partner are important.
It is important that your prospective partner get to “know” you, and you can provide a level of information in your proposal that will do that. You don’t need to put in pictures of your family, or your teams family, but I think a well-placed picture of your race team will help. Especially if you are dressed in team colors and present a professional image. Some quotes about your excitement to potentially provide a vehicle for a marketing partner’s products is an excellent thing to include, as is something that portrays your desire to present a professional image and race team. Much like RFP No. 2 did for me, it humanizes the entire package, and makes your reader believe that you have done your homework.
Avoid, at all costs, proposals like RFP No. 3. Don’t promise things that you don’t already have. Don’t hedge around timelines, as it points out a level of disorganization in your race team. In reality, the “blue sky” promises that are made in proposals of this type show, in my opinion, a lack of desire to actually get the deal that is being presented. It seems like a shot in the dark approach, that if taken, will only result in an inability to deliver on promises. And, for goodness sake, make sure that your proposal is typographically and grammatically correct. While I’m not personally perfect in those aspects, when a professionally written document such as these RFPs contain such errors my level of confidence in the presenter goes down dramatically.
In short, your WORDS are your vehicle towards acquisition of a marketing partner.
You might be the most successful racer in your area or class, with years of winning behind you. Ultimately though, that is not what attracts a marketing partner. It is how you present yourself, and what you can do for your partner to get them exposure that matters more. Poorly worded and constructed proposals will not get you a partner no matter what that record says.
Choose your words carefully!
CONTACT THE AUTHOR:
Scott is a contributor to Ernie Saxton’s Motorsport Sponsorship Marketing News. You can reach Scott Pacich at pacich711@cs.com. Article used with permission.
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