That's often the result of an RFP or a Request For Proposal that companies and their marketing people put through when in search of a new agency.
You'll see a lot of arguments online about this traditional approach to choosing a new agency that has been going on for over 50-60 years and still seems to be the norm although it's hugely outdated. Some argue that this process is a complete waste of time as it's " too slow for a marketing world that functions at the speed of light".
My favourite detractor of RFPs is Blair Enns and all agency best practices he preaches in his book Win Without Pitching. Alone the name of the book explains the need to move away from RFPs and that it is indeed possible to do so.
But it's one thing for the agency to change its model of how it wins new business, it's another on the client side. Because it's the clients requesting those RFPs and it's the agencies and other marketing professionals who need to re-educate and teach those clients how much more economic and efficient it could be to develop a better way of finding a new agency than with RFPs.
Blair Enns' blog pointed me to a TEDx Talk by Cal Harrison that is trying to promote exactly this thought - to re-educate clients on RFPs and how they purchase professional services. He explains this rather ridiculous process really well and gives some serious examples so I'd leave you to enjoy the video first.
Here's what the video teaches us:
Of course, if you are an agency, saying no to RFPs completely may not work in the verticals you target or your geographical location, but adjusting your style to winning new business and helping clients understand how they can spend their money more efficiently will be key for them to start seeing you as a partner and a knowledgeable expert who wants to provide the best possible value to them. Maybe you only change one thing or two, as long as you prompt your team and your clients to focus on the truly important things instead of wasting time and money writing RFPs.
How do you feel about RFPs?