Quick Printing

AUG 2013

Quick Printing is the only business resource serving the quick and small commercial printing niche in North America. Quick Printing is the authoritative source for business information, emerging technologies, shop profiles and management insight.

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SALES CLINIC Sales Strategies in a RFQ and RFP World Learn the methods to turn quotes and proposals into solid sales. By Joe Rickard ver the past few years, print buyers, agencies, and procurement offces have turned RFQs and RFPs into art forms. For them, the intent of well documented RFQs and RFPs is to bring structure to an often confusing and complicated process. For print providers, it can be a frustrating process. O What Are RFQs and RFPs? A Request for Quotation (RFQ) is a common process where print providers are asked to provide pricing and terms on specific print products or services. Quite often, the lowest price wins. As an example, an RFQ could ask for a price on a job with generic specifications such as 10,000 8.5x11-inch, 24-page, self-cover, saddle stitched, 60-pound uncoated offset, fourcolor throughout, no bleeds with less than 15 percent screens/halftones, with a furnished PDF file. A Request for Proposal (RFP) is often more than a quote for a price. It is provided early in the buying process where organizations try to identify potential vendors who have capabilities which can meet their requirements. The more complex the program, the more likely there will be an RFP issued. Printers providing extended services, such as large scale Web-to-print solutions or sophisticated fulfillment, often see RFPs. Quite often, the lowest price does not win. The reason for issuing RFQs is to enable the buyer to compare each vendor's solution "apples to apples" based on specific requirements, and to minimize the salesperson's influence. Ideally, the result is a better price and better aligned solutions. Recently, we looked at publicly disclosed quotes from more than 15 commercial printers in response to a large state university RFQ. The wide range of prices was startling, and it seemed to us that the majority of the responses had no relationship or knowledge of the account. For more information, visit MyPRINTResource.com/10007416 Key Strategies to Win RFPs and RFQs There are two schools of thought on how to handle RFQs and RFPs. One side feels that responding is time consuming and a waste of resources unless there is significant sales involvement in shaping the request, which is not always possible. Even if it results in a rare win, the cost in price margin will not be worth it. The other side feels why not go after every opportunity that comes their way. Both sides need to reevaluate their opinions. Here are the essentials to win and gain business when responding to RFQs and RFPs: It starts with a sales call and a relationship. Salespeople must have knowledge and have built relationships in the account. Ideally, the salesperson has influenced some of the requirements to sync well with the printing company capabilities. The salesperson should always contact the customer to gain clarification and ask questions prior to considering a response. If this is a blind and random RFQ or RFP and no one has been to the account, the chance of a profitable sale is minimal. Is it a good ft? Determine if this is a good opportunity and if it is worth the effort to respond. Assess and qualify the opportunity by answering questions such as: Does the project match our capabilities?, Will this project be profitable?, Do we have a competitive advantage?, Do we fully under- w w w. M y P R I N T R e s o u r c e . c o m

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