PixelMEDIA Inc.

When we receive a Request for Quote/Proposal (RFQ/RFP) from a client, it marks the beginning of the process for us. But it’s the end of what was possibly a long and difficult process for the client. They’re relieved that it’s done; we’re anxious to start asking questions. They want to get going right away; we’re saying, “Not so fast.”

So it shouldn’t be a surprise if a client grows impatient during the discovery phase of a project. To make matters worse, we may ask questions that reveal shortcomings in the client’s strategy or expose internal rifts between players and organizations. Even if the client understands the need to revisit the strategy or organization, he or she may have a sense of moving backward, not forward.

Getting the story behind the RFQ can help us learn more about the client’s needs and objectives before the discovery process, and help us ask better questions about the purpose of the website and the content that will serve that purpose.

Here are some questions I’d ask:

How long has the RFQ been in development?

The answer (a few days, a few weeks, or a few months) could indicate the degrees of urgency and difficulty in putting the RFQ together.

Were there any organizational/business model changes that factored into the RFQ?

In the event of an organizational change, a merger or acquisition, or shift in the market dynamics, the company website is likely to be seen as a key indicator of a stable transition by customers, shareholders, press, and employees. That makes it a priority project even if all the pieces are not in place or details worked out.

Depending on the answer to the first question, a short timeframe may indicate that the company is under pressure to revise their site; a long timeframe could signal difficulty and frustration in getting all the players (old and new) to agree on the details of the redesign. In either case, there may be lingering confusion on the client side regarding project ownership, content ownership, and internal reviews.

Who has had direct input into the RFQ?

Many RFQs list the reviewers and approvers that will be involved during the project. There may be a one-to-one correlation between that list and those involved in shaping the RFQ. Learn about any “uninvolved” reviewers (their roles and responsibilities) and how, and when, they will be brought in to comment—they could be key to staying on track. If there has been a merger, ask who is “new,” either to the company or to the role. Your direct client may still be learning about some stakeholders.

The bottom line is to be sensitive to our client’s position and the effort involved in putting together the RFQ. Organizational change can add a level of stress and uncertainty to a project—no matter how solid the RFQ may seem. Asking some background questions and letting the client talk at length about the circumstances behind the RFQ can get the project—and the relationship—off on the right foot.

Tags: business model, Client Services, Content strategy, RFP, RFQ