We’ve all been there. You know...when a potential client says “Thanks for your time but I’m going with the other person because they’re cheaper.” Anyone in the creative industry (and beyond) has heard this a time or two and had to fight an eye roll or hide their facial expression. While the price is always a factor in any purchase decision it shouldn’t be the ONLY factor. If you’re on the client end of a proposal review, consider the following 5 factors the next time you’re making your decision.
5 Factors To Consider While Reviewing An Agency’s Proposal
1. Get Custom
In a world that is plentiful of agency options, make sure to do your research before you hop on a discovery call. Agencies usually offer two kinds of options: pre-built packages or custom-built. If it's the latter, the proposal price will likely be a bit higher because they created something SPECIFIC to your business. You're getting custom treatment, not a cookie-cutter package! Although custom packages may consume more of your budget, the agency will likely handle your needs head-on instead of putting band-aids on your needs with a pre-built package.
2. Get Specific
Did your potential agency’s proposal go into detail about what the scope of work will include or did they keep it vague? If you just received bullet points, or worse, nothing, while the cost may be lower make sure that the amount of detail or additional work isn't looked over. For instance, "Website" versus "Website which includes copywriting, SEO optimization, and custom graphics". The first option might be cheaper but you may have to fork out an additional cost for copywriting, graphics and SEO which can cost MORE in the long run. Don’t be afraid to ask questions post-receiving a proposal and gain clarity on specifics! It’s important to make sure that the proposal covers what you specifically need in your business.
3. Do they have a lot of experience?
This is a timeless factor to always consider. Many people say they are in marketing these days and build a trusting facade with a gorgeous website or social feed. Don’t be afraid to take your time and dig around! You can never have too much information on an agency before initiating the proposal process. The amount of experience will also play a factor in the COST of your proposal. If they have years of experience versus months, the price will be higher. Consider that experience typically means knowledge and you are paying for the years of knowledge and experience they are bringing to the table for your business.
4. Do they have processes?
Have they worked with your industry before and if not, how do their processes or procedures work? Just because someone may not have experience working with your industry specifically doesn't mean that they can't be successful with your brand/business. If their process includes a variety of questions, discovery, and they have a solid answer as to WHAT their process is then you're probably in good hands. This can add to the price as you're paying for the experience and someone who has dialed in the process rather than someone who is just winging it. Trust me on this one, it DOES make a difference!
5. Are they providing a lot of value?
Following up on getting your questions answered and doing your own research, it’s time to create a pros and cons list. Compare each agency’s proposal to figure out who is giving you the most value with the most experience. Don’t forget to trust your gut too! Usually, a certain feeling is telling when reviewing a proposal and remembering your previous conversations with each of your agency’s teams. If they’re quick to share tips and tricks or answer your questions, they’ll likely go above and beyond for you as well. It all ultimately comes down to budget, but the value should trump all for your company.
Choosing an agency to bring on board for your brand is a big deal! Oftentimes, you’ll want to fiercely stick to your budget by opting for a cheaper agency, but the price does make a difference. Consider your contenders’ custom packages, scope specificity, experience, value and streamlined processes to make the absolute best decision for your business’s needs.
Thank you, next,
XO- Mel
Image source: Studio Magnolia