Seth reminds us of the first rule of b2b selling:
“If it gets to the RFP (Request for Proposals) stage, you lost.”
In other words, you should already have dazzled the prospect with your knowledge and ideas and closed the deal — long before it ever reached that point. As Godin put it:
“The RFP is an organizational punt, it’s a way of saying, ‘it’s all a commodity, we can’t decide, cheap guy wins.'”
And who wants to compete on price?