I recently received an email that perfectly illustrates everything wrong with how companies buy creative services.

It started promisingly enough: “Dear Cath, Please find attached a short brief, we would be keen for your thoughts and an indicative price. Thanks.”

But when I opened the attached brief, the facade crumbled. The document wasn’t addressed to me. It was addressed to “Dear Sir/Madam.”

That single generic salutation told me everything I needed to know. They didn’t want Cath Ellis. They didn’t want my specific expertise, my years of experience, or my design philosophy. They wanted a price. They wanted a row on a spreadsheet to be filled so they could tell their procurement department they had “gone to market.”

So, I deleted it.

In recent years, I have made a conscious decision: I do not participate in blind RFPs. Here is why you shouldn’t either.

1. You Are a Partner, Not a Commodity

When a client sends a “Dear Sir/Madam” brief, they are treating Instructional Design like buying printer paper. They are looking for the cheapest option that meets the minimum spec.

But design isn’t a commodity; it’s a solution to a business problem.

If a potential client isn’t willing to jump on a 15-minute call to discuss their needs, they aren’t interested in a partnership. They are interested in a transaction. And in my experience, transactional clients are the ones who undervalue your work, micro-manage the process, and complain about the invoice.

2. The “Indicative Price” Trap

Asking for a quote without a discovery meeting is like asking a builder, “How much for a house?”

Without knowing the duration, the source content quality, the technical constraints, or the learning culture, any price I give is a lie.

• If I guess high to cover my bases, I lose the job.
• If I guess low to win the job, I resent the work when the scope inevitably creeps.

I respect my craft too much to play the guessing game. I quote on reality, not generic briefs.

3. The “No Assholes” Rule (Values Matter)

The older I get, and the more complicated the world becomes, the more protective I am of my energy.

An RFP is a blind date. You have no idea who you are getting into bed with. By insisting on a discovery process, I am not just letting the client interview me; I am interviewing them.

There are companies I simply will not touch. There are industries that conflict with my ethics and values. A discovery call allows me to “suss out” the vibe. If my gut says no, I can walk away before a contract is ever signed.

4. The Myth of “But You Have to Do It for Government Work…”

I hear this all the time: “But Cath, big organisations and government departments REQUIRE three quotes. If you don’t play the RFP game, you won’t get the big contracts.”

False.

I work with government departments and large organisations frequently. And do you know how it happens? They reach out to me specifically. They say, “Cath, we have procurement requirements to get quotes, but we want to work with YOU. Can we meet to discuss the scope so you can provide the primary quote?”

When you position yourself as an expert, you stop chasing work and start attracting it.

The Response: How to Say No with Class

I didn’t ghost the “Dear Sir/Madam” email. I replied professionally, but firmly. Here is the exact script I used (feel free to steal it):

“Hi [Name],

Thank you for reaching out and thinking of me for this project.

I wanted to be upfront and let you know that I don’t provide indicative pricing or participate in blind quote requests. My policy is to only quote after a proper discovery meeting, ensuring I have all the exact details needed to provide an accurate price rather than a guesstimate.

My business model is built around working directly with clients who are specifically seeking my expertise and want a close, collaborative partnership. Because of this, I’ll have to respectfully decline providing a quote for this brief.

I appreciate you getting in touch and wish you the best of luck finding the right fit for the project!”

The Bottom Line

Your time is your inventory. Every hour you spend filling out a 20-page RFP document for a client who doesn’t know your name is an hour you aren’t earning, learning, or resting.

Stop engaging with people who want a price, and start engaging with people who want a partner.

Tired of filling out endless tender documents for jobs you never get? Book a coaching session with me, and let’s build a personal brand that attracts clients who want you, not just a price.