In the competitive world of business development, the difference between winning and losing a contract often lies in the work done before the Request for Proposal (RFP) is even released. This crucial phase, known as pre-positioning, can be the key to transforming your opportunity pursuit from reactive to proactive. Let’s dive into the art and science of pre-positioning and how it can significantly boost your win rates.

What is Pre-Positioning?

Pre-positioning begins after the initial go decision and before the RFP is released. It’s a strategic phase where firms lay the groundwork for a successful proposal, positioning themselves as the ideal partner for the opportunity at hand.

The Strategy Capture Team

At the heart of pre-positioning is the strategy capture team. This cross-functional group typically includes:

1. A client relationship lead with deep client knowledge
2. Subject matter experts (SMEs) relevant to the opportunity
3. Leadership representatives for strategic guidance
4. The proposal manager who will oversee proposal development

Crucially, this team should include proposal and marketing managers from the start. Too often, firms sideline these experts, mistakenly believing that technical expertise alone is sufficient for selling services. However, proposal writing and marketing require distinct, specialized skills that are essential for success in today’s competitive market.

The Pre-Positioning Process

1. Develop a Pre-Positioning Schedule: Create a timeline of activities leading up to the anticipated RFP release. This roadmap ensures all preparatory work is completed on time.
2. Document in a Capture Plan: Outline the analysis, strategies, and actions necessary to secure the opportunity.
3. Regular Client Meetings: Continue engaging with the client and all stakeholders, including local business owners and political figures.
4. Internal Strategy Sessions: Hold regular meetings to discuss client interactions, opportunity updates, technical approaches, key personnel selection, teaming strategies, and relevant past performance.
5. Multifaceted Positioning: Go beyond meetings. Offer lunch-and-learns, create white papers, and distribute articles through platforms like LinkedIn to showcase your expertise.
6. Optimize Digital Presence: Ensure your website and landing pages reflect relevant experience and knowledge related to the opportunity.
7. Leverage Internal Relationships: Identify team members who have previously worked with the client for valuable insights.

The Iterative Nature of Pre-Positioning

Pre-positioning is not a linear process. As new information emerges, be prepared to revisit assumptions, refine your understanding, and adjust your approach. This flexibility is crucial for developing a robust pursuit strategy that can evolve with changing circumstances and client needs.

The Payoff

Effective pre-positioning transforms opportunity pursuit from reactive to proactive. It allows you to shape the playing field before the formal competition begins, significantly increasing your chances of success. When the RFP is finally released, you’ll be well-positioned with:

1. A deep understanding of the client’s needs
2. A tailored technical approach
3. A compelling value proposition

By investing time and resources in pre-positioning, you can:

• Enhance your competitive position
• Align pursuits more closely with overall business strategy
• Improve win rates

Conclusion

In today’s highly competitive business environment, waiting for the RFP to start your pursuit is a recipe for missed opportunities. Pre-positioning allows you to get ahead of the competition, demonstrating your value to the client long before the formal bidding process begins. By embracing this strategic approach, you’re not just preparing for a proposal – you’re laying the foundation for long-term business success.

Remember, the race is often won before it even starts. Are you ready to harness the power of pre-positioning in your next opportunity pursuit?