“The RFP process is usually rigged,” said Peter Darling. “It may appear objective, but it’s not. Legal work is based on relationships and, often, the likely winner has been selected ahead of time. The RFP is sent out so that the client can claim to have considered 15 firms before selecting this firm.”
Darling discussed the RFP process at the monthly educational program of the Rocky Mountain Chapter of the Legal Marketing Association, held Oc. 8 at Sullivan’s Steakhouse in LoDo, Denver. Darling is founder of Repechage Group, based in Santa Cruz, Calif. He is a lawyer who supplements his legal background with hands-on skill in the fields of marketing, advertising and graphic design.
“A law firm should not respond to every RFP it receives,” said Darling. “If you calculate what it takes to create a good proposal, you will discover that each one is quite costly and, more often than not, a law firm has no chance of winning.
“A response must make measurable business sense,” said Darling. “You must have at least a 50/50 shot at winning to justify the cost. Forty percent of the time, the only response should be a polite ‘no thank you.’ Develop standards for acceptance and create a committee empowered to make this decision.”
This is part two of a seven-part article. For the entire article: