Demystifying the RFP process (RFP = Request for Proposal)-Demystifying the RFP process RFP Request for Proposal

Video Transcription

Video Summary

The webinar featured procurement expert Mark Shenkis explaining how RFPs (requests for proposal) really work from the buyer’s side. He distinguished RFPs from simpler RFQs and stressed that sellers often participate in low-success processes without understanding the buyer’s motives.<br /><br />Mark described five reasons buyers run RFPs: to create pressure on an existing supplier, satisfy policy, benchmark the market, seek benefits, or genuinely change supplier. He advised sellers to only pursue RFPs where there is a real chance to win, especially when the buyer is motivated by benefits or change.<br /><br />He presented the RFP process as an iceberg: much of the buyer’s work happens behind the scenes, including market assessment, stakeholder mapping, setting specifications, decision criteria, timelines, and shortlisting suppliers. He emphasized influencing buyers early, ideally six months before the RFP starts.<br /><br />Mark also explained negotiation styles using “blue” and “red” chairs: blue is competitive, price-driven, and win-lose; red is collaborative and value-creating. He shared influence techniques from Cialdini, including reciprocity, scarcity, authority, consistency, liking, social proof, and contrast.<br /><br />His key advice: understand buyer motives, build relationships with internal stakeholders early, avoid giving discounts casually, and influence the real decision-makers to improve RFP success.

Keywords

RFP process

procurement strategy

buyer motives

supplier selection

request for proposal

negotiation styles

stakeholder influence

Cialdini principles

sales win rate