Why Suppliers Are Ignoring Your RFQs—And What You Can Do About It

I was in a CEO roundtable recently when something came up that perfectly validated what we’ve been telling buyers in our training for the past year: suppliers are overwhelmed with RFQs—and they’re ignoring a lot of them.

Not because they’re lazy or arrogant, but because they can afford to be selective. 

As one CEO put it, “We’re so flooded with RFQs that we only quote for customers who treat us like long-term partners.”

Another added, “We look at the buyer, the clarity of the RFQ, and whether their leadership has ever made an effort to build a relationship.”

This is the reality we’re in. If you want a supplier to take your RFQ seriously, you have to earn it—before you even hit “send.” 

Section 1: Why Suppliers Are Saying ‘No Quote’ 

Here are the most common reasons suppliers are ghosting RFQs: 

1. You or Your Company have Ghosted Them in the Past 
   • They submitted a quote… and never heard back. No award, no feedback, no relationship = no future quote. 

2. Your RFQ Is an Unexpected Email Missing Key Info 
   • Incomplete prints, unclear volumes, no timing = signals you’re not serious. 

3. They See You as a One-Off Price Shopper 
   • No sign of long-term opportunity or partnership = not worth the time. 

4. You’re Not in Their Top Tier of Customers 
   • Limited history, inconsistent communication, or low volume puts you at the bottom of their priority list. 

5. They Don’t See a Relationship Behind the Quote 
   • No pre-RFQ outreach, no executive engagement—just a cold document and a deadline. 

Section 2: How to Get the Quotes You Need 

Here’s what the CEOs said they do respond to—and what we’ve been coaching buyers to do in our training: 

1. Pre-RFQ Visits: Sell Your Company 

Before you issue the RFQ, go visit them—or invite them to your facility.
Use the time to: 

• Explain your sourcing strategy. 
• Highlight upcoming opportunities. 
• Share your expectations and decision-making process. 

This builds trust, visibility, and respect before any numbers are exchanged. 

2. Have an Executive Make the Call 

Buyers shouldn’t be the only ones reaching out. Have a senior executive call the supplier’s CEO or owner to: 

• Reinforce the company’s interest. 
• Set the tone for a strategic relationship. 
• Show commitment from the top. 

Every CEO in the roundtable confirmed this is the kind of action that gets their attention—and their quotes. 

3. Upgrade the RFQ Package 

Make sure your RFQ includes: 

• Clear specs and volumes 
• Target timing and commercial terms 
• Contact info for fast clarification 

Sloppy RFQs get ignored. Professional ones stand out. 

4. Give Feedback—Every Time 

Whether they win the business or not, let them know: 

• How their quote compared 
• What worked and what didn’t 
• Whether there will be future opportunities 

This costs you little but earns a lot of supplier goodwill. 

5. Treat Them Like a Partner, Not a Vendor 

Share what you’re trying to achieve long term. Ask how you can make quoting easier. Recognize good performance. 

The suppliers who see you as a collaborative customer will move mountains to quote you—and prioritize your work when capacity gets tight. 

Wrap-Up 

We’re in a new era of supplier engagement. Capacity is limited. Talent is stretched. And suppliers are picking their partners carefully. 

If your RFQs are being ignored, it may not be about your pricing—it may be about your approach.

The good news? You can fix that, and the payoff could be stronger relationships, faster responses, and better pricing in return.

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