Executive Summary (This is a document excerpt)

The interactive agency selection process is tough. Narrowing the field from hundreds of potential players to just one partner can be a daunting task — one that can make or break a Web exec's career. Today this process is harder than ever because the Web design industry has shifted to a seller's market. Worse, prospective clients often have unrealistic expectations that stem from traditional advertising relationships and an RFP process that's hardly changed over the past 50 years. What Web execs need now is a better way to approach the hiring process. Specifically, they need to commit both time and resources to five major steps: advanced preparation, request for information (RFI) and request for proposal (RFP) creation, courtship, evaluation, and negotiation.

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