Why Aren't We Winning Proposals?

Carey Beth Tsay

What did the other firm have that you didn't?

Numerous factors can contribute to the loss of a proposal. Therefore, it’s essential to consider these aspects while crafting your proposal to transform potential losses into victories. Below are some of the primary reasons proposals fall short. Yes, sometimes it's just a tough market and you did lose because of your price, but when it's lost outside of pricing there are proactive approaches to save yourself before the deadline hits.



1. Failing to Follow Instructions

  • Ignoring formatting, submission, or page limit requirements.
  • Missing mandatory sections or documents (like certifications or pricing tables).
  • Missing the deadline.
  • Not acknowledging you received all the Addendums.


2. Not Addressing Evaluation Criteria

  • Writing a generic proposal that doesn’t align with the specific scoring criteria.
  • Overlooking how evaluators will measure success or value.


3. Not Delivering a Custom Project Approach

  • Repeating the RFP language without demonstrating insight into the client’s challenges.
  • Offering a one-size-fits-all solution instead of a tailored approach.


4. Poor Organization and Clarity

  • Dense, jargon-heavy writing that makes it hard for evaluators to find key information.
  • Lack of clear headings, summaries, or visuals to guide readers.


5. Incomplete or Unrealistic Pricing

  • Omitting cost details or failing to justify pricing.
  • Underpricing to win, which can raise doubts about feasibility.


6. Lack of Proof or Evidence

  • Making claims without data, case studies, or references.
  • Not demonstrating past performance or measurable results.


7. Weak Executive Summary

  • Failing to capture the client’s attention with a compelling, benefit-focused overview.


8. Ignoring Compliance and Legal Details

  • Missing signatures, certifications, or required forms.
  • Not addressing terms and conditions or risk management requirements.


9. Overemphasizing Yourself, Not the Client

  • Talking too much about your company’s history instead of how you’ll solve the client’s problem.


10. Lack of Proofreading and Quality Control

  • Typos, inconsistent formatting, or contradictory information that undermine credibility.


11. Not Asking Questions

  • It tells the client you haven't looked or are too busy for them.
  • It also leaves you to misinterpret things



Avoiding these mistakes helps ensure your proposal is compliant, persuasive, and easy for evaluators to score favorably. If you find yourself stuck, remember AEC Marketing Expert can help you determine what might be going on and reposition your firm for future proposals.


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