RFQs are often treated as routine paperwork, but they are critical moments in the distributor-client relationship. Missing them communicates disorganization or lack of interest—both of which damage long-term business potential. This blog offers a cautionary tale on how a missed RFQ deadline derailed a high-value opportunity.
The Incident: Multi-Site Opportunity Lost Over Internal Misrouting
A Canadian glass distributor was engaged in early-stage discussions with a hotel chain undergoing renovations across 12 properties. An RFQ was sent for privacy glass units with anti-glare coating and edge-polished specs. It landed in a generic sales inbox and was marked as “low priority” due to unfamiliar sender formatting.
No one followed up. When the client reached out two weeks later, they had already awarded the contract to another supplier. The lost contract was worth over $900,000 in recurring volume.
Internal Failure Points
No automated RFQ triage or value-scoring process
Lack of internal escalation for multi-property or repeat-business leads
Overdependence on manual email management
Operational Impact
This incident triggered an internal review and overhaul of the sales response system. Sales staff flagged the loss as preventable, prompting leadership to enforce accountability measures.
Changes Made
RFQ Response SLA Introduced
All incoming RFQs must be acknowledged within 2 hours and assigned within 6.
RFQ Prioritization Scorecard Deployed
Opportunities are now scored based on strategic value, size, and client category.
Sales Operations Role Added
A dedicated resource now oversees the routing, tracking, and quality of RFQ submissions.
Key Learnings for Distributors
Inboxes don’t win contracts—response systems do
Every RFQ, no matter how informal, deserves quick triage and qualification
Delayed responses are not just missed sales—they’re missed trust-building moments
