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# Avoid RFP traps to select better agency partners
- URL: https://capitolcommunicator.com/avoid-rfp-traps-to-select-better-agency-partners/
- Published: 2024-10-21T18:48:48.000Z
- Updated: 2024-11-25T22:38:23.000Z
- Author: Sponsored
- Tags: Agency, Communications, Insights, #wp-bottom-left-sponsored, #Import 2026-10-08 18:54

**As former corporate and agency leaders** **we advise clients embarking on an agency search** how to manage an efficient Request For Proposal process that delivers long-term results. Unfortunately, that often means preventing clients from falling into any one of several common RFP traps.

Avoiding these traps matters because running an RFP process as a shot gunned cattle call will do nothing but disincentivize agencies from taking part.

Here are a few things clients need to avoid in the RFP process to achieve the best results:

**Arrogance:** Given the power relationship between clients and agencies, it’s easy to disregard the work it takes for agencies to respond to RFPs. When issuing an RFP, be highly selective with the agencies who receive it. Starting with an RFQ allows you to identify a more selective, smaller number of pre- vetted agencies to provide you with much more thorough and thoughtful responses than a laundry list of a dozen or two dozen unexamined agencies. Phishing for ideas when decisions have already been made or there isn’t genuine interest in engaging specific agencies is not only a waste of time for all; it will undermine trust in your organization, the RFP process, and our profession.

**Providing Incomplete Information:** Not giving all the information agencies need to determine if and how they should respond is bad enough, but not allowing agencies to ask questions or clarify what’s been provided is worse. And, requesting information that is not essential to the selection process is unacceptable.

Essential elements of a thorough RFP document include a budget and timeline. Asking agencies to “tell us what we need to spend” is tantamount to sowing widespread confusion, annoyance, or worse.

Likewise, request information that is directly relevant to the program you are contemplating. You don’t need to see the agency’s P&L for the last five years. But you should ask for detailed and relevant case studies on previous client engagements that used approaches like those being proposed – along with the request that your team include individuals who worked on the client example and references from that client.

**Undisciplined Process:** Both parties to any RFP benefit enormously from an efficient selection process that includes a team from departments that will work with the agency. Provide a clear explanation of your response expectations (e.g., proposed strategies/tactics, discussion of similar work for other clients, explanation of how budget will be allocated, etc.), as well as deadlines for the proposal and presentation.

An effective RFP is one that (1) provides detailed information, background and explanation of requirements; (2) allows agencies to seek additional information/clarification before responding (we suggest an open “bidders call” for this); (3) gives agencies a reasonable time to respond and put their best foot forward.

All of that will take some time and consideration. But using agency search and RFP tools like CommunicationsMatch™’s Agency Select™ streamlines the RFQ and RFP rounds of the process and gets you more quickly to the most important steps of finalist presentations and selection of the winning candidates.

Here are three key takeaways for agencies:

Clients today aren’t looking for the biggest firm, or a boutique firm, or the cheapest firm. Rather, they are looking for the best firm for a specific project or program, one that has demonstrated success with previous clients in your sector, and that has the personnel, skillsets and capacity to get your job done, hew to budget requirements, and delight with strategic and creative insights. 

The “RFP traps” we have listed above provide a disciplined approach that will result in a successful engagement and long-term relationship.

**By Simon Erskine Locke,* founder & CEO,* [*CommunicationsMatch*](http://www.communicationsmatch.com/?ref=capitolcommunicator.com)*™, *Steve Drake* and *Robert Udowitz* principals,* [*RFP Associates*](https://www.rfpassociates.net/?ref=capitolcommunicator.com)*. Former corporate communications and agency leaders, Locke, Drake and Udowitz partnered to deliver the industry’s first integrated online agency search and RFP tools, Agency Select™, and help clients with projects that range from finding agencies in local markets to complex turn-key agency of record assignments.*