by Pat Dougherty, VP Strategic Planning & DOD, SSD
 The fourth fatal “Pitfall to Avoid” during the capture process is waiting until you write the proposal to educate your customer on your team and your solution to their problem. The probability of winning (Pwin) is typically low when you have many competitors pursuing the same opportunity, but it becomes even lower when you don’t lay the foundation for a win by meeting with the customer well in advance of the release of the RFP. You can significantly improve your Pwin by meeting with the customer several times and demonstrating to the customer what is achievable and what you can offer in solving their problem. Your meetings and interface should be more extensive on larger procurements.
Meeting with the customer provides key advantages for when you write the proposal. Here are some suggestions of what you will gain and what you should do in meeting with the customer before the release of the RFP:
1. Develop a relationship and determine the communication level and working rapport.
If you and your team work and communicate well with the customer, that may turn into a win factor. Most of us are in the business for the satisfaction we get in doing our work on a daily basis, so having people around you that you get along with can make your job much easier.
2. Describe your approach/solution that will meet the customer’s needs.
When you and the customer are able to discuss the approach and solution before writing the proposal, the customer gets the opportunity to set expectations of what is achievable for the amount of money and time that they have available. Describing recent, relevant programs that have been successfully completed allows them to build an acquisition plan that is likely to succeed. You have the edge in writing effectively to that plan.
3. Communicating with the customer provides the customer a chance to give you feedback on technical issues or concerns that they may have about your approach.
I recall one customer saying that he would never make the same mistake of flying low Earth orbit satellite technology in geosynchronous orbit that he did last time. These types of interchanges allow you to address the customer's concerns in your final proposal that you would never have known about, had you not first met with the customer.
4. Discover how the customer views other companies for teaming or as competition.
You may easily detect from statements or even body language that your customer does not really want to see company “Z” anywhere near his program. Your customer may even share information on the incumbent or even make positive recommendations on potential teammates.
So, to improve your Pwin, spend time educating your customer on your approach and discriminators so that they are not seeing them for the first time. Make your proposal reinforce what you have already vetted with your customer. Their feedback can help you produce an even better offering that makes you the winner.
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