How do you know it’s worth your time and effort to answer the RFP?   You don’t; but at least you can narrow your odds.  Try to find out how many received the RFP.  Our rule of thumb is eight agencies or less – and we may consider submitting.  When the Port Authority was looking for an agency to handle a special project a few years ago, they held a Question/Answer meeting where about 100 folks showed up.  Needless to say, we didn’t submit.  Another consideration is prior experience in addressing the anticipated outcomes in the RFP.  If you’ve done it well for someone else, you likely have an edge in the “shoot-out.”

I was once asked by a national trade association to fly to Chicago to make a presentation when they were looking for a new agency.  I knew the executive director and made one comment, “I will only attend if you guarantee you are going to select an agency at the end of the day.”  Ultimately, we didn’t get the work, but he did engage an agency. 

I ask for that agreement because we’ve filled out a lot of RFP’s over the years only to find out later that the group decided to do nothing at all.  That’s a lot of work for nothing; not just for our agency, but multiply it by eight or ten other groups who also submitted. 

Recently, a service organization put us and eight other agencies through the hoops for a rebranding campaign.  Six months later we learned they were “moving in a different direction.”  I should have been suspicious when their RFP requested mountains of information, including organization charts of who would be performing the work.  It was obvious they had used a “canned” RFP format that would have been appropriate for a multi-million dollar project, but this was a relatively small project.  We only submitted because we fulfilled the second consideration –having had previous experience with this type of client. 

On the flip side, I’ve also been on the requesting end of RFP’s as an officer for a non-profit organization.  I recently put one out to only three agencies, all of a scale that fit the needs of the non-profit.  Each knew that only three had received the RFP.  Surprisingly, only one responded, saying they weren’t interested.

Some agencies rationalize not responding by saying it detracts from their clients’ ongoing work.  Why go to the expense of doing speculative concepts and creative work, with a likely less-than-10-percent chance of getting the job?

So, do you invest the time to answer an RFP that may or may not ever be funded?  If you do, try to narrow your odds.  If you don’t, take that time to deliver an even better product or service to your existing clients.  Odds are, they’ll notice and want to do even more work with you. 

About that rebranding campaign –when I told my business partner that we didn’t get the work, his response was, “Good.  They weren’t the kind of client you would want to work with anyway.”

He was right.

Ralph Yearick is CEO of Yearick-Millea, a full-service business-to-business marketing communications agency.  You can reach him at 412-323-9320, or ryearick@yearick-millea.com

That referred to a line often quoted by motivational speaker Earl Nightingale about choosing the right kind of clients.

He said northbound trains are those who need and want your services, and can afford to pay for them.  Eastbound trains are those who need and want your services, but can’t necessarily afford them.  Southbound trains are those who don’t need or want your services, but can readily afford them.  And westbound trains are those who don’t need or want your services, nor can they afford them.  Nightingale’s advice is to focus only on northbound trains.  Anything less will just hamper your business.

I once called on a hospital foundation about an hour’s ride from the city.  They were interested in doing a direct mail program to solicit donations.  After meeting with the foundation director, I was turned over to a young summer intern, who gave me the parameters for quoting the job.  We submitted our proposal.  Later, I was called back to their office and given new parameters and asked to re-quote the job.  This occurred four times.  Finally, I told the young woman that our business is getting the work done — not endless quoting of projects.  She took the hint and didn’t call back.

That was clearly an eastbound train. 

While we sometimes want to take work just for the cash flow it brings, we’re really working against our long-term goals for a successful business.  We need to focus on growth more than immediate cash flow.

This was succinctly stated in a recent American Marketing Association newsletter in a quote by Barry Judge, Chief Marketing Officer at Best Buy.  He says, “Once you understand the business and how you make money, you will start to become immune from grandstanding for what Marketing just does.  You will start to label your budget and efforts around growth, and not just marketing, and work with the CEO to help drive the growth agenda.”

Whether a large business like Best Buy, or a small business like a creative agency, the principle still applies.  Successful businesses must focus on long-term growth rather than short-term sales.

Take a look at your customer base.  If you have more than a couple eastbound trains, then they are a serious drag on your business.  Leave them at the station and do whatever it takes to go book another northbound train.

Ralph Yearick is CEO of Yearick-Millea, a public relations agency specializing in business-to-business marketing communications.  Read more of his thoughts on the marketing process at www.yearick-millea.com.

1. Make a list of current projects

Making a list of all the projects/tasks on which I’m currently working—that way I see in writing what needs done and how to prioritize.—Darlene O’Laughlin, International Treasury Analyst, Sapa

2. Tackle challenging projects first

I try to tackle the most challenging project in the morning. I have the most energy and think my brain is at its juiciest in the A.M.  It also leads to sense of accomplishment, which leads to more energy/productivity in the afternoon.—Ali Parisi, Freelance Marketing Consultant

3. Prioritize deadlines

I begin the day by viewing all the required tasks. Then I prioritize according to deadlines. Afterward, I write an extremely detailed outline for each assignment. Of course, it’s also good to continuously acquire new skills. It’s vital to set some time aside at night or on the weekend for studying new technologies. That’s the best way to remain competitive and increase productivity. — Glenn Bossik, Internet Marketing Consultant, High Concept Media, LLC

4. Work on must-do items first

I sometimes make a list of 3-5 “must-do” things that have to be done before the day ends.— James A. Richard, Author and Arts Entrepreneur

5. Create a plan

I feel the most productive when I create a solid plan to attain my goal, focus when executing the plan and managing distractions by adding them on a to-do list for another time. Technology helps when I can implement it as a resource to be more efficient. — Jonnet Solomon-Nowlin, Accountant

6. Make a list of all tasks

I’ve always made a list of everything that I need to do and then I prioritize the list. After that, I start knocking things down by getting to first things first.—Chuck Herring, Founder, CHUCK HERRING SPEAKS

7. Group similar tasks

I keep a running list of my current projects and design my action plan which includes an outline of the tasks I must complete for each project. I group tasks which can be completed at the same time, e.g., within the same telephone call or visit. I then prioritize my task list and start checking things off as I do them. I revise my task list whenever significant progress has been made. That is, when I prepare an effective task list, I usually make rapid progress. When my list is less detailed, or based on misinformation, I may need to redesign the project. But all of the early planning tends to eliminate many future glitches.—Laura M. Blackwell, Life Coach, Dialysis Dynamics.

8. Rest up

Get a good night’s sleep—don’t burn the candle at both ends. Find time to exercise. Both of these simple suggestions help with focus, attention and memory, all of which are essential to live in the moment. Your quality and efficiency should soar.—Michael Grottola, President and Owner, MGG Consulting

9. Follow the matrix

Stephen Covey has a great time management matrix in The Seven Habits of Highly Effective People. It’s based on a simple quad matrix divided into urgent/non-urgent tasks and important/not important tasks. The urgent quadrants are usually activities imposed on you (pressing deadlines, phone calls); the non-urgent are usually those you have control over. Placing your daily tasks into the four quadrants really differentiates those you must do, should do, and really don’t want to waste any time on. Focusing on the Important/Non Urgent tasks is the key to being productive.—Liz Wren, Owner, Through the Forest

10. Cluster your time

I’m a strong believer in clustering my time in 20 minute chunks—I use the Pomodoro technique of 20 minutes work/5 minutes break.  For instance, I’ll set aside 20 minutes to plow through my email, with the goal of reaching a zero inbox. Then, I’ll spend 20 minutes writing an article, and so on throughout the day.—Troy D. White, Co-Founder and Consultant, Cloud Owl Technology & Educational Applications

11. Get it done

David Allen’s Getting Things Done is the single best thing I’ve encountered in terms of productivity. Here are a few things I found were really:  Focus 1: Pay attention to your personal email at the very beginning of the day for 20 minutes and at the end for 20 minutes. In between, it’s all business.  Focus 2: Look at all the goals you advance during the day, spend time on them. Whether it’s writing your mission statement, making 50 cold calls, or creating a drawing of the redesign of the plaza, decide to move it forward, and generally it will happen.  Finally, practice measuring your progress on a daily/weekly/monthly basis. It may sound a little bit obsessive, but step back and actually measure what progress you’ve made on a regular basis. If you decide you don’t want to move forward on something, it’s a choice, not an accident. My experience is that doing things by choice makes you happier. –Eliot Axelrod, Senior Account Executive, Graybow Communications Group

12. Take advantage of those apps

I have found that the tools on my Apple Macbook Pro and iPad help me be as efficient and productive as possible. Stickies keep priority items front and center on my To Do list. My iCal is set-up to ping me with alerts and reminders as needed and has saved me many a time. Mobile Me allows me to grab whatever files I need, no matter the location. And Apple’s Time Capsule automatically backs up my files, on the hour, and also serves as my wireless router.  Recent new technology tools that have been extremely helpful include the use of Pitch Engine for release of media alerts, downloadable photo/images and easy distribution of all via social media outlets. Plus PitchEngine allows me to send a simple link in my email pitches, instead of multiple attachments — which often get stopped in spam filters. See: http://pitch.pe/85149 for an example. Moreover, I have found Backpackit to be a great tool for calendars, whiteboards, et. Al—and it allows real time collaboration with my clients.—Cally Jamis Vennare, President, Cally Jamis Vennare Communications

13. Use OneNote

I’ve personally found a lot of value in David Allen’s “Getting Things Done” methodology. In my quest for inbox zero, I’ve managed to get organized with Microsoft OneNote (EverNote is a potential “free” alternative to OneNote). Particularly with OneNote, I keep all my brainstorming, meeting notes, and clips of relative websites all organized in one location. The nice thing about OneNote 2007/2010, it will OCR any pictures you paste, and the entire content of your notebooks is searchable from a single location.—Rob Terakedis, Infrastructure Analyst at a large, Southern-based bank

14. Know what’s required

Improve the skills, knowledge and the processes. Know clearly what is expected of you, plan to deliver that first. Complete the task bit by bit or part by part and never lose the direction.—Subhas C. Biswas, Trainer, Self Employed as Management Consultant

15. Forget about multi-tasking

Multi-tasking is a myth. The human brain can only handle one thing at a time. Therefore, attempting to do several things at the same time will only result in second rate work.—Dave Maskin, The WireMan

16. One task at a time

One of the biggest time wasters is task switching. Switching from one task to another and back again is one of the very biggest time consumers. Set time for the task and do it. Don’t let yourself be distracted or interrupted. I have used this with inside sales teams and literally picked up 20+% in productivity.—Flyn Penoyer, LinkedIn Guru, LinkedIn Training & Secrets

17. Automate activities

Plan your day in advance and divide time between different jobs; don’t try to do all things at the same time lest you end up completing none. Delegate some work so that you have time for more important activities. Try to automatic certain activities such as using CRM application instead of manual activities for managing your email communication and managing your leads.—Rakesh Ojha, Founder, Social Mediya

18. Be driven and focused

I follow what I have in my latest book, Driven: A How-to Strategy for Unlocking Your Greatest Potential, written with Razi Imam. If something is truly important to accomplish, it becomes a need for me. I become emotionally driven to get it done. An intention to reach an objective can wither over time. But a need within me grows over time.—Hank Walshak, President of Walshak Communications, Inc.

19. Avoid distractions

Because I work at home, I have to be so strict in order to get anything done. When I am working, do not even look at email. Do not answer the phone unless it is essential for the project you’re doing that very minute. Bring your water, coffee or whatever in the room—so you don’t have an excuse to get up and break your rhythm. If you’re concentrating, don’t take a break by posting on Facebook, Twitter or LinkedIn.—Karen Fawcett, President, Paris New Media, LLC

20. Intention—Trigger—Perform—Complete

I developed a concept called the Cycle of Perfection . Perfect stems from the Latin word Perficere. “Per” means to complete and “Facere” means to perform. It doesn’t mean that a person does something flawlessly or without defect as we commonly define perfection today. The process is this: one must have an intention or goal for what they would like to accomplish. Once they have a goal, they establish a trigger that gets them to act (alarm clock in the morning is a trigger, placing an assignment in a certain place you know you’ll see is a trigger, etc.). Next they have a simple plan of action that consists of 5 high impact items that will get the task done. –Nick Smith, The Expert Productivity Coach, Clearpath Training

21. Don’t answer the phone

I don’t always answer a phone call unless I’m expecting one. Calls can be distracting and can halt concentration. Also, don’t be afraid to tell people that you don’t have time to chat or discuss something when someone approaches you. If you are in the middle of something, it’s OK to ask them to either schedule time on your calendar or touch base with them when you are done.—Tracy DeLucia, Marketing Manager, EDMC

22. Ask for help

Whenever an important job has to be done discuss with your colleagues for input. Oftentimes, I will find ideas that will improve upon the action plan; delegate it; discover that someone has already done it to share the experience; or the process is available to re-use.—Vinod Mehra, IT Sales Manager

23. Forward your calls

One thing that has helped me for many years is forwarding calls from my office phone to my cell when I’m on the road. I can safely take a call that would have gone to voice mail or resulted in a hang up. You can answer a client’s question, give a quick quote, or set an appointment—you have saved time, provided a service, and can be more responsive than someone who missed those calls and returns them all at once when they return to their office.—John Tonti, Producer/Videographer, Express TeleVideo

24. Plan Ahead

Plan each week ahead of time. Sunday night, review your upcoming schedule for the week, and set some specific goals for what you want to accomplish. Then schedule the activities necessary to accomplish those goals. Then, as the week progresses, every evening, plan the next day. Never start a week, or a day, without a plan. At the end of each day, assess how you did against each of your objectives. Over time, this habit will make you much more conscious of how you are spending your time, and you will accomplish much more.—Peter Bruening, Director of Business Development for a Pittsburgh-based software company

25. Modify your workspace

Another area to consider is personal work style, which should include your work environment or space. How does the physical space that you work in foster or inhibit your productivity? Is there a way to tweak your work environment so that it aligns with the specific way you work? We’re seeing more clients make the transition to working remotely by working at one of our professionally managed locations. They are able to decrease their commute time and select a quiet, professional workplace closer to home, boosting productivity.—Rebecca Tann, VP of Marketing, Regus

26. Focus on manageable goals

Use a timer; have two primary goals to complete from start to finish for the day; manage email once or twice a day; and proactively use voice mail.—Christine Hueber, Social Media Relationship Marketing

27. Take breaks

Break your day into smaller chunks and assign tasks to each chunk, keep a timer handy so you actually take breaks and move to the next task even if not finished with the first. —Melissa Galt, Marketing Consultant

What are some of your productivity tips?

Daniel Casciato helps clients write clear, concise,  and effective content for blogs, brochures, case studies, newsletters, websites, and other marketing collateral. He is also managing editor for Pittsburgh Better Times, a lifestyle publication for people who are divorced, widowed, and separated. For more information, visit www.danielcasciato.com, follow him on Twitter, or friend him on Facebook.