The Proposal Myth That’s Holding You Back (and what to do instead)

You’ve been told the path to winning government contracts is paved with Shipley diagrams, compliance checklists, and 100-page playbooks.

You’ve sat through the webinars. You’ve downloaded the templates. You’ve nodded along while someone told you that “the key to winning is following instructions.”

And yet… you’re still not winning like you should.

Let’s break it down.

The Big Myth: “The Proposal Wins the Contract”

No, it doesn’t.

By the time the RFP drops, the winner has usually been in the mix for months. Sometimes years.

Not illegally. Just strategically. The real competitors positioned themselves ahead of the RFP... shaping, influencing, and building familiarity. By the time the solicitation hits SAM, evaluators already know who they want to see.

That’s why no amount of glossy formatting or last-minute graphics will rescue a cold pursuit.

The Reality for Small + Hungry Firms

Now, let’s be honest: telling small businesses to “just get in early” can sound unrealistic.

If you’re new to GovCon, you don’t always have the luxury of shaping every deal. Sometimes you do need to hustle. Sometimes you have to take a swing at a live RFP to get past performance, prove yourself, and earn a seat at the table.

But here’s the nuance: hungry doesn’t mean desperate. You can’t (and shouldn’t) chase everything. The key is knowing how to pick the right RFPs... where you bring real capability, where you have at least a relational foothold, and where the odds aren’t completely stacked against you.

What Doesn’t Work

Most teams still fall into the same traps:

• Reacting instead of positioning
• Writing from the inside out
• Leaning on compliance as a crutch
• Recycling stale content

This is why win rates stall out. It’s not about effort... it’s about focus.

What Actually Moves the Needle

1. “But We Can’t Get Meetings Anymore” – Now What?

Yes, doors are harder to open. Buyers are vanishing and/or simply busier than ever. Ghosting is real. But visibility is still possible... you just need new plays.

• Leverage primes already in the agency
• Use RFI responses to show thought leadership
• Target influencer staff (not just KOs)
• Run issue-based LinkedIn campaigns
• Engage downstream subs who can open doors upstream

🧠 Takeaway: Familiarity is still possible without 1:1s. It just looks different now.

2. Position Before the RFP Drops

Forecasts, FPDS, and capture discipline are your best friend. Assign owners, start early, and engage through associations, industry days, and webinars... even if you can’t get into the contracting office directly.

3. Treat Brand as a Capture Strategy

When buyers can’t meet you, they Google you. Or ask a peer: “Have you heard of these guys?” Make sure the answer is “Yes.”

• Consistent thought leadership tied to missions
• Visible responses to RFIs
• Email marketing campaigns with insights

4. The Proposal Isn’t the Start. It’s the Finish Line.

Write to reinforce what they already believe, not to convince them cold. Use stories, results, and clear impact.

5. Kill the Frankenstein Process

You don’t need 12 tools and zombie leads from 2022. You need a lean system, real pipeline meetings, and ruthless focus.

The New Game

Yes, you need to get ahead of RFPs. But if you’re new or small, you also need to be hungry, swing at smart opportunities, and build momentum.

The proposal is the finish line, not the strategy. But it still matters... and it needs to be backed by positioning, visibility, and smart pursuit choices.

Most teams are still playing the old game. That’s your opportunity to play the new one. And win.

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