Since I’ve starting doing the consulting thing I’ve been asked to respond to more than a few request for proposals (RFP). In every instance but one, I have refused. Seth Godin outlines why:

If it gets to the RFP stage, you lost.

Great business to business marketers (and profitable ones) make the sale long before that happens.

The RFP is an organizational punt, it’s a way of saying, “it’s all a commodity, we can’t decide, cheap guy wins.”

The cheap guy, of course, never wins.