This week we received an RFQ ...

This week we received an RFQ from a high-street brand I’ve admired for years. One of those retailers you’d give anything to have in your portfolio.

But the moment I opened the RFQ…I felt like I’d already lost the fight — one hand tied behind my back.

Because here’s the truth most people in LP already know: RFQs kill good installs before they even start.

Not because retailers are wrong — but because RFQs force everyone into a process that works against the outcome they actually want.

Here’s why:

• RFQs focus on lowest price, not best fit — the real conversation disappears.

• They box out creative problem-solving — all installs get treated the same.

• They discourage collaboration — retailers hold back context, pain points, constraints.

Is that always true? Not completely. RFQs do help create a level playing field.They help compare like-for-like.They feel safe… especially when procurement needs certainty. But safety and success are not the same thing. The best LP outcomes I’ve seen happen when retailers brief us on what matters — not just what part numbers to quote.

If you want better installs without spending more, try this:

• Replace RFQs with Outcome-Based Briefs — what are your real goals?

• Share budget ranges early — not to get upsold, but to get the best solution practicable.

RFQs mostly deal with commodity quoting, not real LP partnership.

Here’s an example earlier last year (names changed to protect the innocent):

A high end fashion brand told us:“We want ###### because head office said it’s the standard.” But:

• their LP didn’t like a subscription model and this solution was

• their LP wanted local support and this was a Canadian product with no after hours support in Canada let alone any support in Australia

Our stance? We don’t care which technology you choose.We care that it works, so you call us for the next install — not just this one. Because here’s another uncomfortable truth: If your installer thinks they’ll never see you again, they’ll quote accordingly.

Want real value? Build real relationships.