Haunted by Indecision: The Proposal That Never Stood a Chance

It’s Halloween night, and the proposal team is battling a nightmare far scarier than any ghouls or goblins: indecisive executives who can’t seem to stick with a pricing strategy. Every time the team thinks they’ve nailed down the proposal, the ground shifts beneath them. The executives demand yet another price adjustment, forcing endless rewrites and panic. Let’s dive into the chilling consequences of this all-too-common horror story.

The Endless Revisions Begin

The first draft of the proposal seemed solid. The capture manager and pricing analyst had spent days refining the numbers, aligning the technical solution, and ensuring compliance. But just as the team was ready to celebrate a major milestone, the storm rolled in. “We need to lower the price,” declared one executive, pacing the room. Another chimed in, “No, we’re leaving money on the table. Let’s increase the price and offer more services.”

The team’s hearts sank as the endless cycle of revisions began. Each version of the proposal required recalculating costs, adjusting the technical solution, and rewriting key sections. No sooner was one version complete than the pricing strategy shifted again. The team found themselves trapped in a vicious loop—like characters in a horror movie who couldn’t escape their fate.

The Long Night of Rewrites

What started as a manageable project spiraled into chaos. Every time the executives made a decision, they would second-guess it a few days later. The proposal team worked long hours, racing to keep up with the constant changes. Rewriting sections to align with new pricing strategies became a daily occurrence.

The team’s energy drained, enthusiasm dimmed, and the proposal timeline slipped further into the night. Instead of refining a strong narrative or polishing compliance, the team was stuck reworking pricing tables and reengineering solutions at the eleventh hour. Sleep was a distant memory, and stress consumed every waking moment.

The Final Submission: A Race Against Time

As the deadline approached, panic set in. The executives finally, mercifully, settled on a price, but the clock was ticking. The proposal team had mere hours to finalize, review, and submit the document. Exhaustion blurred their focus, and errors crept in. Compliance checks were rushed, and the technical solution lacked the polish it desperately needed.

In the end, the proposal was submitted—barely on time—but it was a shadow of what it could have been. The team knew that they had lost their edge in the final hours. What could have been a strong proposal was diluted by indecision and panic. They were left wondering whether their efforts would be enough to win the contract—or if the chaos would cost them everything.

Escaping the Curse of Indecision

The moral of this horror story? Indecisiveness at the executive level can doom a proposal team, no matter how skilled or prepared they are. Here’s how to avoid the curse:

• Establish a firm pricing strategy early: Changing pricing late in the game creates a domino effect that impacts every part of the proposal. Lock in decisions early to avoid unnecessary rewrites.
• Communicate clearly with executives: Ensure executives understand the impact of constant changes. Help them see that every pricing adjustment requires technical and narrative updates.
• Leave room for review and refinement: A rushed proposal is a risky proposal. Plan ahead so your team has time to focus on compliance, clarity, and quality rather than scrambling to meet the deadline.

This Halloween, don’t let indecision haunt your proposals. Make clear, early choices and stick with them. Otherwise, you might find yourself telling your own version of this horror story next year.

Happy Halloween—and may your proposal timelines be free of indecision!

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• How to Avoid a Proposal Halloween Nightmare

• Industry experts’ proposal war stories and lessons learned – Part 1 of 4

• Video: How do you stand out in a crowded field of competitors?

By Brenda Crist, Vice President at Lohfeld Consulting Group, MPA, CPP APMP Fellow

Lohfeld Consulting Group has proven results specializing in helping companies create winning captures and proposals. As the premier capture and proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Writing, Capture and Proposal Process and Infrastructure, and Training. In the last 3 years, we’ve supported over 550 proposals winning more than $170B for our clients—including the Top 10 government contractors. Lohfeld Consulting Group is your “go-to” capture and proposal source! Start winning by contacting us at www.lohfeldconsulting.com and join us on LinkedIn, Facebook, and YouTube^(TM).