Four Ways To Find Profitable Client Relationships

In an earlier post, we revealed why it is important to evaluate RFPs before bidding.  Some readers asked for more indicators by which to judge whether or not their firm or agency should bid on projects:

• Fit for other prospects: This is where it makes sense to look ahead.  Will this project or client position you favorably with other potential clients?  It may be the brand name, client need you can solve, or similarity to a key target group, but is there something in this project or client that will increase your ability to attract other prospects?  This is a key indicator that a project would be a good fit and worth the investment of your time to pursue.

• Fit for sought-after employees: You always want great talent, and potential projects and clients may position you more favorably with prospective employees or potential partners.  While many consultants and agencies currently have the luxury of being choosy in terms of new employees or partners, good clients can make you more attractive to the best talent out there.

• Provide case study material:  A project or client that is a good fit is likely to generate a great case study when you’re shopping around for other clients.  It might highlight some of your firm’s most desired capabilities or those in-house solutions which are particularly profitable.  In either case, if this project will provide your firm or agency with a powerful way to demonstrate your experience to others, it’s a good sign the project is worth pursuing.

• Potential for new testimonial: This goes back to brand name, possibly, or other connections the client may have.  If a testimonial from this client would be a great value to your website or other marketing efforts, it can be a great investment to submit a proposal for the new business.

We’ve included these criteria on our FREE RFP scorecard – a great and easy-to-use tool which can be used to uncover great RFP opportunities.  Feel free to download it from the right sidebar.  It can help you to find situations in which you can become a marketing hero!