Asking for feedback is easy. Receiving it is a whole ‘nother matter. No one likes hearing the news that their firm wasn’t selected. In fact, coming in second is as good as last place. Still, it is important to learn from mistakes and get insights about how to do better next time.
For project pursuits, the debrief is the key ingredient to understand strengths and weaknesses that can help win another project in the future. Win or lose, conducting a debrief evaluation is an excellent use of marketing resources.
Debriefs come in all shapes and sizes. Once you hear that a selection has been made, call or email the procurement officer or point of contact to conduct a debrief. Some clients allow firms to review proposals, and others provide a simple evaluation tabulation form with the names of the selection panelists hidden. Sometimes you will be allowed to attend a meeting, and other times, it may be a phone call.
For public sector clients, you may need to resort to a Freedom of Information Act (FOIA) request. Check your client’s website to see if they have a form to submit. Click here for the FOIA website that has extensive information and forms available.
If your client allows a meeting for you to ask questions, here’s a list to help you gather keen insights to help with your next submittal. Avoid asking the obvious, and make sure your debrief report captures all of this information.
- How many proposals did you receive?
- Which firms were shortlisted?
- Who was selected for the project?
- Have they done work for you before?
- Who was on the selection panel, by name or by title?
- How were we ranked?
- What were our team’s strengths and weaknesses?
- What did we present that others didn’t?
- Did other teams present ideas that we missed?
- What advantages did the selected consultant have over us?
- What factors led you to believe the selected firm will be successful?
- Was it clear that we did all our “homework” prior to the proposal. (i.e. telephone interviews, site visits, project meetings, etc.)
- Was the proposal easy to follow according to the RFP requirements?
- During the interview, did we exhibit energy, trust, and teamwork?
- For both the proposal and interview, what could we have done better in terms of:
- Staffing (who we chose as Project Manager)
- Graphics / Layout
- Technical Approach
- Innovation
- Cost (if appropriate)
- Other
- If appropriate, can we arrange a time to go over the other submissions?
- What one thing could we have done better?
- Has anything changed from RFP?
- What other projects may be underway in the upcoming years?
Be open-minded, do not argue with the person conducting the debrief, and remember that you are positioning your firm for the next project. Armed with valuable feedback insights, you are on the right path to win your next project.
Most professionals have adequate technical skills to perform their jobs. Communication skills are the hardest to master. I provide training that blends a veteran’s insights, communication best practices, and practical application to set the stage for professional satisfaction and career growth.
