Why Proposals Fail

Excerpts from the book Rainmaker On Proposals

Surprisingly, quite often during our engagements with new clients, we conduct a post-proposal lessons-learned session (sometimes referred to as a “hot wash” or “after action discussion”) with our clients to discuss their previous proposals and their success, or lack thereof, in winning public sector/government contracts. During these sessions, a discussion inevitably arises where one or more of the participants in the discussion reveals that they believed that the proposal was/is deficient in several areas and missing one or more elements that would have made the proposal more competitive. Not surprisingly, they are generally correct as professionals know when something is not right.

Back in the mid-1980s, one of our marketing managers, a former professional baseball player who is today a senior consultant with Rainmaker affiliate JohnsonStrategic Sports Marketing, made a statement that is as true today as it was then:

A proposal is like hitting a baseball

The second you hit the ball (e.g., complete/submit the proposal),

you know if you blasted it out of the park.

Picture the home run hitter taking a massive slice at the ball and standing at home plate like a spectator watching the ball sail over the left field wall. He drops the bat and begins his leisurely trot around the bases even before the ball lands in the outfield bleachers. He knew he hit a home run the second the ball left the bat.

When you write and submit a winning proposal, you know it. That is not to say that you will be awarded the contract as a company with similar or greater experience and solutions may underbid you and take the prize. The point is, however, that you know you submitted the most effective and responsive proposal that your firm was capable of creating – you hit it out of the park.

So once again, why do proposals submitted by government contractors fail? Following are the top reasons that Rainmaker has encountered over the past several decades:

• Lack of or Improper Market Intelligence, Inadequate Research
  • Failing to conduct thorough research can lead to unrealistic assumptions and an inability to address potential challenges
• Lack of Experience or Lack of Past Performance
  • Many proposal efforts begin and end without the development of a proper Gap Analysis of any/all elements specific to the following:
    • It is imperative to determine any potential weaknesses of the prime and/or team members
• Failure to substantiate the claims you have made in the proposal
  • Caused by a lack of supporting data – without data, evidence, or case studies to support claims, a proposal will be considered unsubstantiated and likely unresponsive
• Failure to Demonstrate that Key and Other Personnel meet the technical and/or operational requirements
  • Once again, a Gap Analysis would have flushed out any deficient technical, operational, and/or management support requirements of personnel
• Failure to address the solicitation requirements
  • Almost always results in the proposal’s elimination from the competition before the evaluation begins
• Lack of Clarity
  • If the proposal is unclear or poorly written, it is difficult for stakeholders (evaluators) to understand the objectives and benefits
• Unrealistic Budgets, Timelines, and/or Pricing
  • Overestimating or underestimating costs and timeframes makes a proposal non-responsive and impractical with no hope of award
• Lack of Specificity
  • Vague or generic proposals that do not provide detailed plans and methodologies will surely fail to convince stakeholders
• Insufficient Benefits
  • If the proposal does not clearly outline the benefits or ROI (Return on Investment), stakeholders may not see its value
• Ignoring Stakeholder Needs
  • Failing to address the specific needs, concerns, or priorities of the stakeholders can lead to rejection
• Poor Presentation
  • A proposal that is poorly formatted, contains errors, or is visually unappealing undermines the credibility of the Prime and/or Team
• Inadequate Risk Management
  • Not addressing potential risks and providing specific and proven mitigation strategies will make any proposal risky and ineffective
• Competition
  • In highly competitive environments, a proposal may fail simply because another proposal is more compelling or aligned with stakeholder goals

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To receive a copy of our recently updated White Paper “Rainmaker on Why Proposals Fail,” send us a note and we will send it to you – [email protected]

This White Paper goes into great detail regarding the likely reasons your proposal or proposals have not been successful.