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How do you find the right company to provide all the database services you need—from cleaning and maintaining your current database to building a new one from scratch? According to the experts at Target Marketing Online, you do a comprehensive evaluation of each supplier you are considering. To compile the RFP guidelines below, the authors turned to a recent database services survey. By studying the responses direct marketers gave to survey questions (such as "what do you look for when you choose a database services company?" and "what does a supplier have to do to give you good service quality?"), they were able to create a series of questions to be used in evaluating your vendors. The same criteria you use to select a new database services supplier will also be helpful for evaluating your current vendor. It's not a bad idea to reevaluate from time to time. It can help you decide whether you're happy with your current supplier or it's time to put it out to bid. Ask yourself, "Is my supplier doing all it can to offer excellent service? Is my account team accessible? Will they be able to accommodate my future needs?" Your answers will be valuable indeed. Once you've evaluated a number of firms' capabilities, the next step is to submit a request for proposal (RFP) to each firm you're interested in. Below is a comprehensive list of the issues your RFP should include. Guidelines for Creating a Request for Proposal (RFP) Your firm's current net revenue Industry/market served Housefile/database profile at present Number of records Customers vs. prospects Source(s) of names Mailing/media plans/frequency Current enhancements Service goals/requirements Build a new database Enhancement/modeling Maintain/clean only Other services that may be needed: Mailing Consulting Analysis Database access/software Online databasing Timetable/deadlines Best of luck with all your prospects, and happy shopping! |
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Concept Marketing Group, Inc.