Request for Proposals - know when to say 'NO'?

Last month, I declined one of the most exciting RFPs I've seen in years—from an industry-leading brand with a substantial budget for a global B2B campaign. While the opportunity was compelling, sometimes you need to say 'no' to protect both your agency and the potential client.

Here are the critical factors to evaluate before responding to an RFP:

1. Access to Stakeholders

The most crucial element in modern RFP responses is stakeholder access. Can you have meaningful discovery sessions with key decision-makers? Will you be able to collaboratively workshop solutions? Without direct engagement, you risk building proposals based on assumptions rather than genuine insights. Consider declining RFPs that don't allow for proper discovery and co-creation phases.

2. Client-Agency Alignment
Evaluate whether the potential client aligns with your agency's strengths and values. Do you have unique value to offer? Does your experience in their sector provide meaningful insights? Consider how they would enhance your portfolio and whether your cultures mesh well enough to foster true partnership.

3. Project Parameters

Beyond basic requirements, assess whether the project scope allows for innovative thinking and strategic input. The best RFPs invite agencies to challenge assumptions and propose creative solutions. If the parameters are too rigid or prescriptive, you might need to either negotiate more flexibility or decline.

4. Resource Capabilities

Having the right team available is non-negotiable. Consider not just current capacity, but also:
- Expertise needed for collaborative discovery sessions
- Resources for iterative solution development
- Implementation capabilities
- Long-term support requirements

Rushing to resource up usually leads to compromised quality and eroded margins.

5. Budget Transparency

Modern RFP responses require significant investment in discovery and collaborative solution development. Without at least a budget range, you can't determine appropriate resource allocation for these crucial phases. Don't hesitate to ask for budget parameters—it demonstrates professional respect for both parties' time and resources.

6. Partnership Potential

Consider the long-term relationship potential. The best client relationships evolve from RFPs that emphasize collaboration and shared success. Look for signs that the client values agency partnership rather than just project execution. This might include:

  • Openness to discovery sessions
  • Willingness to share strategic context
  • Interest in your agency's perspective
  • Clear communication channels
In my recent case, while the brand and project were perfect fits, we needed help to guarantee the collaborative approach required for success. Walking away was difficult, but it preserved our ability to deliver excellence for current clients while maintaining our standards for future partnerships.

Remember: A great RFP isn't just about the project specifications—it's about the potential for true collaboration and shared success.

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