• by Andrew , March 22, 2005

As we all know the growth of any industry is based partially on the efficiencies of the sales process. Many industries have moved to the Internet for their entire sales process.

Products like Media Visor and Atlas can make it easier for agencies to standardize and distribute RFP's. However, they currently lack flexibility and can be cumbersome for some media planners. Even so, as the demand for proposals increases, the argument for some extent of standardization becomes more valid.

Standardized or not, the more specific the RFP, the less round pegs come back to fit into our square holes.

Although many questions will be present on all RFPs, the extent that specific information is required varies by campaign, by agency, and by planner, based on the objectives and sophistication levels of each. Savvy planners ask more sophisticated questions that require clear and technically involved responses. Publishers and even some media planners sometimes may not realize the financial ramifications of incomplete information, particularly when rich media, attitudinal studies, or other technology is involved.

And, yes, media planners do appreciate the time you put into preparing proposals! It is evident that certain publishers have spent more time learning what planners need as opposed to focusing on the bells and whistles. Planners should try to give publishers the time necessary to present their best ideas, however the reality is that sometimes plans must be turned around quickly. This is yet another reason why RFPs must lay out all the specific information required upfront, it is the first step to smooth logistics and trouble-free campaigns.

Many publishers who receive RFPs may not make the final media plans, but if you are receiving them regularly you are in the consideration set and should be proud.

Keep answering those RFPs. Even da Vinci had some ideas that didn't fly.