I’ve won one RFP in my career.
And that’s because I helped the client write it.
When the RFP finally went out?
It was tailor-made for my agency to win.
That’s when I realized the cold, hard truth about RFPs:
🚨 97% of the time, the winner is decided before the RFP is even published.
The rest?
A theater production designed to check a box.
Because here’s what nobody tells you:
RFPs don’t actually exist to find the best agency.
They exist to give the illusion of an “unbiased” decision-making process—so procurement, legal, and finance can feel good about signing off.
That’s the game.
And if you don’t know how to play it, you’re just burning time, money, and energy on a process designed to waste your time.
The Reality of RFPs That No One Wants to Admit
Let’s break this down.
🚨 1. The best RFPs are written for someone specific.
If you didn’t help shape it, you’re already behind.
Some consultant, incumbent agency, or internal advocate has already framed the criteria to fit a specific vendor.
The RFP is just a formality.
If you’re just finding out about it now, you’re probably just filling in the numbers so they can check the “we got three bids” box.
🚨 2. You’re playing by their rules—and their rules are designed to limit you.
Ever read an RFP and think, “I can see the real problem here, but they’re not even asking the right questions”?
That’s because you’re not allowed to challenge the brief.
- You can’t talk to the real decision-makers.
- You can’t reframe the problem in a way that actually matters.
- You can’t position your agency as the best solution—only fit into their rigid, pre-written boxes.
If that sounds like a terrible way to win business, it’s because it is.
🚨 3. The decision has already been made 97% of the time.
This isn’t a conspiracy—it’s just how organizations work.
🔥 If leadership already trusts an agency, do you really think a stack of PDFs from strangers will change their mind?
The RFP exists so they can justify a decision they’ve already made.
That’s why most RFPs are a waste of time.
Unless…
You know how to flip the game in your favor.
How to Win an RFP Without Wasting Your Time
If you’re hearing about the RFP when it drops, it’s already too late.
But if you want to compete, here’s how you tilt the odds in your favor:
✅ 1. Get in early—or don’t bother.
The best agencies win before the RFP even exists.
They:
- Build relationships with the decision-makers months (or years) in advance.
- Position themselves as the obvious choice long before procurement gets involved.
- Shape the conversation so that when the RFP does drop, they’re the perfect fit.
If you’re not influencing the criteria, you’re competing on price.
✅ 2. Reframe the conversation before the RFP locks you in.
Before the RFP goes out, educate the buyer on what they actually need.
- If they’re about to issue an RFP for a new website, show them why what they really need is a customer acquisition system.
- If they’re looking for a social media agency, help them see why an owned media strategy will drive better results.
Once the document is set in stone? Too late.
✅ 3. If you have to respond, do it strategically.
Sometimes, you’re stuck.
Maybe it’s a massive opportunity. Maybe your foot is already in the door.
If you decide to play, break the mold.
💡 Ignore the constraints (within reason). Show them a bigger, better way forward.
💡 Find a way to talk to the actual decision-makers—not just procurement.
💡 Challenge assumptions in a way that makes them rethink everything.
Most RFP responses are boring, cookie-cutter, and risk-free.
The agencies that actually win?
They make the buyer realize they’ve been thinking too small.
Final Thought: Stop Playing a Game You Can’t Win
If you keep responding to RFPs that you weren’t positioned to win from the start, you’re just throwing darts in the dark.
So ask yourself:
🔥 Are we actively shaping the criteria before the RFP goes out?
🔥 Are we having real conversations with the actual decision-makers?
🔥 Are we in the running because they trust us—or just because they need three bids?
If you can’t answer yes to at least two of those, then ask yourself:
Is this worth our time?
Because if the winner is already decided, the best move is simple:
Don’t play.
Frequently Asked Questions About RFPs and Winning Without Wasting Time
Q: Should I ever respond to an RFP?
Only if you’ve already built relationships with the buyer, influenced the criteria, and have a real shot at winning. Otherwise, it’s a time-suck.
Q: How do I avoid being just another line item in an RFP?
Start early. Build trust before an RFP ever exists. If you’re shaping the problem and positioning yourself as the solution, you won’t be competing on price.
Q: How can I tell if an RFP is just a formality?
If you’re only hearing about it when it drops, chances are someone else has already locked it in. If you can’t talk to the decision-makers, you’re playing in the dark.
Q: What’s the best way to win big contracts without RFPs?
Be in the room before procurement gets involved. Build demand through strategic positioning, outbound, and thought leadership—so when a company needs help, they come to you first.