RFPs are often frustrating, but never more so than when we are in a renewal situation with a client where we're doing great work together and driving significant value for both organizations. As incumbents, we're concerned because we know how much work lies ahead. We also know that we're going to face pressure on our pricing and that there is risk of losing the business.

Why does this happen? Often it's simply because the contract is coming due and the customer wants to 'keep the incumbent honest" with regards to pricing.

Here's a strategy to consider: "Head 'em off at the pass" by proactively making a relationship review presentation that shows that there is so much value in the relationship that there is no point in going out to bid.

The elements of this type of presentation include:


A review of the customer's business direction (objectives, strategies and issues), which shows that you continue to be in tune with their business
A brief update on your business
A review of the business relationship - the activities, success, challenges and value driven
The business fit - how, by working together, you are assisting the customer in achieving objectives, implementing strategies and addressing issues
A compelling recommendation, that reinforces the value inherent in the relationship and includes a continuation (and sometimes an expansion) of the relationship


The key to the presentation is a compelling "close" which makes it easy for the customer to buy and answers the question, "Why go through the effort to issue this RFP when we should just stay the course"?

Of course, the key to making this a powerful presentation is doing your research. You can't assume that just because you are working together you truly understand their business and the impact you are making.