We’ve all been there: you and your team have spent days or even weeks drafting a request for proposal (RFP), and you finally sent off your best work, only to receive responses that are wildly unhelpful, and you’re left asking yourself what you did wrong.

There’s got to be a better way, right?

Have no fear! By the end of this article, you’ll better understand how to structure your RFP to get quality bids. You’ll also gain some insight into what your audience sees in your words, so you can clear up any misunderstandings before they start.

Get Your Group on the Same Page

First things first, make sure that your team is on the same page.

Don’t rush this step — the Harvard Business Review has found that “most RFPs are written under pressure, with incomplete information, and without much guidance on what agencies actually need to respond well.”

This lack of specificity leads to projects that are “confused and conflict-prone.”

In fact, this let’s-come-to-some-agreement phase of the project is, in a sense, what the whole RFP thing is about. Media Junction emphasizes that an RFP, rather than being just about pricing or formalities, is actually a decision-making tool. “The best RFPs,” says Media Junction, “don’t just describe what you want… They explain why the project exists, who it’s for, and how success will be measured.”

When you look at it that way, taking the extra time to ensure that each and every team member understands and feels invested in the project — as it really is — becomes more and more of a necessity.

Look at this from your potential partner’s perspective. If you send out an RFP that is vague or self-contradictory, unsatisfactory responses will follow. How could they not? If your own team is not aligned, how could an outside party be aligned?

Gather your team members. Talk about the project and the relevant details until, as a group, you understand the purpose of the project, the hierarchy of decision-makers, and the ramifications in case of failure. Taking the time to be thorough and explicit with your answers now will save ample time and headaches later.

Down to brass tacks: what should be in my RFP?

An effective RFP includes several sections, starting with a company overview. Note — this is not a marketing exercise. Your RFP is not the time to roll out the new slogan you’ve been spitballing. It’s the time for basic, clear information: your company’s name, industry, background, business model, and audience. That’s it. The key in this section is clarity, says Media Junction, which will “[help] agencies quickly understand your world, your customers, and the complexity you’re operating within.”

Again, look at your RFP through an outsider’s perspective.

What do you need to know in order to understand the project and provide a useful bid? The story about the VP climbing Mount Everest might be awesome and inspirational, but unless your company sells hiking gear, it probably isn’t relevant. Save that little nugget for your customer-facing media.

Your RFP also needs to include the scope of the project which, again, might be an obvious point. What is not so obvious, however, is the fact that “project scope creep is one of the most common reasons initiatives stall or exceed budget,” according to Media Junction. And — reminiscent of earlier points in this article — it turns out that a major factor in project scope creep is (wait for it!) unclear or uncommunicated expectations.

A well-defined scope serves a purpose here too, by outlining the project and conveying what is not part of the project. Both are key pieces of information for your potential partners. Imagine if an agency has set aside the time, manpower, and money necessary for what they assume is a 100-point job, only to realize halfway through that it’s really an 80-point job. A certain amount of frustration on their part would be understandable, as would an unsatisfactory work experience overall.

Next is your project’s timeline. Again, be clear here. And if your needed timeline is an aggressive one? Don’t be shy about it.

Agencies will appreciate your candor in saying, “While we understand that a two-week time frame is ambitious, nevertheless, we have determined that it is necessary.” Trust me, it is much easier to deal with the timeline issue up front.

Likewise, your budget needs to be present in the RFP and clearly communicated. As with all of the topics we’ve now discussed, leaving your budget out of the picture or being vague forces your readers to guess at vital information.

If you’re leaving your budget out of the RFP in order to maintain leverage, enhance competition among respondents, or even to increase availability to a wider array of agencies, you’re shooting yourself in the foot. Without this crucial detail — how much they’re allowed to spend — agencies are incapable of offering meaningful bids.

It’s like picking out an outfit with no idea of the weather outside. You might make a good decision, but it would be pure happenstance if you do.

As another example, say your description of the website you need developed reads like this: Our website should include a homepage, about page, photos page, and contact form.

Instead, try something like:

• Each page of our site will echo our company’s color scheme and will have a consistent template.
• Our about page will include a company timeline and photos and bios of all senior officers (contact links included).
• Our photos page will be broken down by type (shareholder meetings, corporate events, etc.) and will provide a mix of laid-back and professional photos.
• Our contact form will be consistent and will be linked to at the bottom of each page of the site. Pertinent content will be provided.
• Our goal is to increase web traffic by 12% within six months of completion.

Do you see the difference? The first example is vague, too brief, and doesn’t provide vendors with any specific information about what your organization needs and what makes your organization special. The second, meanwhile, paints a very clear picture and even includes content ownership and measurable goals.

If you need more concrete examples, this post from Fat Lab Web Support is packed with them. According to Fat Lab, “40% of vendors say the RFPs they receive are repetitive and poorly written…. Each of these tells the vendor something, and none of it is good.”

Don’t let your RFP fall into this trap.

R-E-S-P-E-C-T

There’s a thread that runs through this entire article. Did you catch it?

Respect.

Agencies want to work with companies that respect them. They want to do good work for companies that respect them. They want to come in under budget and ahead of schedule for companies that respect them.

Take the time to get your RFP right. It’s a small price to pay for better bids, less hassle, and stronger results.