I Have a Proposal For You

Move beyond the RFP to evaluate and hire the best design firm

I have responded to numerous Requests For Proposals (RFPs) in the two decades I have been managing a design studio, and we have developed a point of view that makes some business people uncomfortable: RFPs are an expensive and inaccurate process when hiring design services.

RFPs are a flawed mechanism

While graphic and communication design is increasingly considered a critical component of business success, expert business analysts and chartered accountants are advising their corporate clients to avoid this antiquated method of evaluating and selecting design vendors.

In his excellent article in CA Magazine A Decent Proposal, Cal Harrison argues:

“buyers have the opportunity to create strategic advantage for their organizations when procuring a professional services firm. However, they must first abandon their reliance on the constraints of the traditional RFP process.”

RFPs were born in the manufacturing sector, where project parameters were often clearly defined. Such is rarely the case with professional services like design. Expertise, budget and timelines should be expected in any project description, but RFPs too often score based on issues like hourly rates, process description, sustainability policies, even creativity—all reasonable issues to consider, but not a good basis for evaluating solid candidates for solving your business needs.

Most RFPs score hourly rates or total project price as only one component of a proposal, but all RFPs try to commodify that which is not a commodity, generally attracting those most eager to win the work despite not having clearly defined project parameters—in other words, the lowest bidders who are also often the least qualified or suitable.

What is the difference between one design firm and the next? It may very well be the reduced uncertainty they bring via experience, process and motivation to meet the agreed to goals and budget. The adage “you get what you pay for” absolutely holds true in this context.

RFPs often do little more than create artificial optics of fair market evaluation, instead of producing terrific results. By their nature, RFPs can only yield ideas based on conjecture and loose, arbitrary budget guesses.

The bottom line is that the RFP process is counterproductive to a good design process. It doesn’t fully allow designers to bring their outside perspective and critical thinking to bear. The best graphic and communication designers work as consultants WITH their clients to analyze, diagnose and create strategic solutions from the inside that address problems and meet goals, not toss about random ‘best guesses’ based on incomplete RFP information. The most progressive and admired companies in the world understand that design isn’t a commoditized output well suited to an RFP process.

So how do you choose the best design team?

A quick Google search offers a dizzying array of design firms of all kinds and sizes, some offer general graphic design and production services, others specialize in strategy, branding or digital and interactive technologies. But what criteria should you use to compare one experienced firm to another and choose the best design firm?

Hire an expert in their field and yours. There is a distinct advantage to hiring designers who have superior educations and professional designations, such as certified graphic designers (CGDs). Additionally, consider design teams that specialize in producing solutions for your particular industry. Specialization can result in beneficial insights that can work to your advantage, but consider that it could also be something to avoid if what you are looking for is a fresh set of eyes. Whatever your starting point is, seek out designers who utilize a process that allows them to identify critical elements and uncover key insights and ultimately customizing a communication design solution.

Evaluating a design team’s portfolio and process is crucial, but look beyond the pretty pictures and ubiquitous descriptions of process and request comprehensive case studies that outline goals, context, approach, results and testimonials. Case studies will demonstrate if their process is results-driven and show you what steps the design team will take, giving you a good idea what you can expect and whether you’ll like working with them. If they don’t have any, move on.

It’s important to realize that the real value of a relationship with a designer is in their repeatable process, applied to your specific problem, not merely the final product. The value of this relationship often emerges over time, so look for indications that the design firm has been and will be around for the long term.

A beautiful website, portfolio or even proposal will never tell the whole story. It’s critical to hire a likeminded company that shares your goals and ethics. Invite design firm candidates to interviews and judge fit in person with dialogue. You don’t need to become friends, but remember, the design firms you really want to work with are also concerned about fit and are evaluating you too. Both parties will be defined by the other.

Look for thought leaders in the design field who are highly respected by industry and peers. What evidence can you find that they are leaders in their field? Do they participate in the leadership of professional associations? Are they involved in teaching or mentoring? Do they publish opinions on industry issues? This can be very telling about their perspective and abilities.

Choosing the right design firm can be a critical moment in the growth of your business and it can be equivalent to hiring a senior employee or taking on a partner. At Industrial Brand, about 20% of our business comes from clients who have ineffectively hired a design provider and have to completely redo their identity systems or websites, didn’t understand what they were actually paying for, or found themselves with limited options after their designers vanished.

As you evaluate candidates, try not to get too distracted by hourly rates or final deliverables. Instead focus on the more valuable diagnostic, strategic and creative thinking being offered. Experience shows that those who can provide the best results in the shortest amount of time charge higher rates.

Make sure you understand what is and is not included in the project fees. It’s normal for the cost of images, photography and writing necessary for a project’s success to be supplementary, but discuss what budget should be expected for a project of your scope. If the company is experienced, they will be able to at least offer you a budget range so there are no surprises. Don’t forget to also clarify the form in which the work will be delivered and ownership/copyright terms surrounding the finished work. Will they provide working files? Will the website use a content management system? Is there any licensing involved?

Once you have found an experienced design firm you like, the rough parameters of the project are clarified and a basic understanding has been reached, a written contract is an important step in solidifying the agreement. Good designers employ comprehensive contracts. But demanding written proposals up front isn’t going to get you the best talent. A complete project proposal often can’t even be created until the design firm has been engaged and initial assessments made—and paid for their time of course.

The best designers don’t give away strategy and ideas to prospects—certainly not before engaging in the research and diagnostics required to fully understand the situation—so don’t ask for it before hiring a design team. If the results of the initial research and discovery phase don’t impress you, or you truly dislike working with them, discontinue the relationship and move on. Blair Enns, a sales and marketing consultant who specializes in creative services, even suggests to his design firm clients that they offer prospects a money back guarantee for this first phase. Now that’s bold.

Cover your bases, not your ass

Many argue that RFPs bring transparency, objectivity and accountability to the procurement process, increasing competition that results in competitive prices, but more often than not the RFP process itself lacks integrity, prohibits the designer from acting as a consultant, costs the design buyer more in the end, and results in nothing more than something to hide behind when the wrong choice was made—and by then it’s too late.

So next time you’re seeking a professional design firm, instead of relying on a poorly considered RFP that imposes process, articulate your problem, goals and budget and ask qualified candidates smart questions to determine who can bring their experience, critical thinking and design process to bear to best create clever solutions for you. Instead of becoming fixated on the deliverables and costs prior to choosing the right design partner, remember that what you really pay for is a well-considered process, so use this opportunity to start a long term relationship with a design partner you can trust.

Tips for evaluating a design firm

• Consider a Request for Qualifications (RFQ) that includes project goals and budget as an alternative to an RFP
• Consult with design industry associations like GDC.net for guidance in selecting designers
• Consider whether specialization in your industry will be an advantage or not
• Avoid meaningless descriptions of process by asking to see relevant case studies that show goals, context, approach, solution, and results
• Encourage discussion and questions by respondents and meet with most qualified candidates in person to judge fit, but choose talent over fit
• Engage a design team to evaluate and diagnose solutions before requiring a project proposal
• Ask what happens if after the first phase you are not comfortable working together
• Clarify what you will actually get in the end and who owns the working files
• Formalize a written proposal or contract only after an agreement has been arrived at

Posted by Mark Busse

Tags: Request for Proposals, RFP, Tips