Why Proposal Reviews Fail and How to Fix Them

Unsuccessful proposal reviews are a massive headache for capture and proposal managers because they waste valuable time, diminish team morale, and reduce the likelihood of winning contracts. Yet, even the most experienced proposal teams can stumble during these reviews. Lohfeld Consulting recently surveyed 151 respondents to understand why they thought proposal reviews fail or falter. The results provide valuable insights for bid and proposal professionals striving to submit winning proposals.

Survey Findings

When asked, “If your final proposal reviews or red teams fail or falter, is it primarily due to a lack of one of the following reasons or another option?” the respondents answered:

• 57%: Value Proposition
• 19%: Compliance
• 18%: Lack of Specificity in Descriptions
• 6%: Lack of Risk Mitigation

The Predominant Issue: Value Proposition

A staggering 57% of respondents pointed to an unclear or weak value proposition as the primary reason for their proposal reviews failing. The value proposition is the core of your proposal—it tells the customer why they should choose your solution over others and how you aligned your business and technical proposal. Even the most technically sound proposals can fail to make an impact without a compelling value proposition.

To strengthen your value proposition:

• Understand the Requirements: Thoroughly research the customer’s requirements. Tailor your value proposition to address these specific needs.
• Highlight Discriminators: Articulate what sets your solution apart from the other offerors. Focus on benefits you can uniquely provide and quantifiable proof points.
• Use Customer-Centric Language: Frame your value proposition from the customer’s perspective, emphasizing how they will benefit from your solution.

Compliance: The Second Major Hurdle

Compliance issues, identified by 19% of respondents, remain a significant barrier to successful proposal reviews. Non-compliance and responsiveness can lead to outright disqualification, making it essential to ensure that every aspect of your proposal adheres to the customer’s requirements.

To improve compliance:

• Create a Compliance Matrix: Develop a detailed compliance matrix that maps each requirement to the corresponding section of your proposal.
• Conduct Thorough Reviews: Implement multiple layers of review to catch compliance issues early. This includes peer reviews, compliance checks, and mock evaluations.
• Use Artificial Intelligence (AI): Harness AI to vet your proposal for compliance using the requirements, instructions, and evaluation criteria listed in the request for proposal.

Lack of Specificity in Descriptions

18% of respondents cited a lack of specificity in descriptions as a reason for faltering proposal reviews. Vague or generic descriptions can weaken the overall impact of your proposal and fail to convey your solution’s true value.

To enhance specificity:

• Be Precise: Use clear, concise language to describe your solution, benefits, and implementation plan. Avoid jargon and ambiguous terms.
• Provide Evidence: Support your claims with data, proof points, and specific examples demonstrating your solution’s effectiveness.
• Add Detail: Provide as much detail about your solution as possible within the page limit.

Addressing Risk Mitigation

Although only 6% of respondents highlighted risk mitigation as a primary issue, it’s still a critical aspect of any proposal. Effective risk management can differentiate your proposal and instill confidence in your ability to deliver successfully.

To improve risk mitigation:

• Identify Potential Risks: Conduct a thorough risk assessment to identify challenges associated with your solution, including foreseen and potentially unforeseen risks.
• Develop Mitigation Strategies: Outline clear strategies to mitigate identified risks, showing the customer how you will handle potential challenges.
• Communicate Proactively: Your proposal should address risk mitigation early and often, demonstrating your proactive approach to managing uncertainties.

Conclusion

Our survey highlights that a compelling value proposition, strict compliance, specific descriptions, and robust risk mitigation are crucial for successful final proposal reviews. By focusing on these areas, bid and proposal professionals can enhance the quality of their proposals, increasing their chances of winning contracts.

At Lohfeld Consulting, we specialize in helping proposal teams overcome these challenges. Contact us today to learn how we can support your next proposal effort and help you succeed in the competitive world of government contracting.

Relevant Content

• Avoid the Red Team II Monster by implementing efficiencies

• How to stop the endless cycle of color reviews? Ask Proposal Doctor

• Use AI to Power 7 Quality Measures for Proposal Reviews

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).