In the high-stakes world of business development and proposal management, the old adage “the early bird gets the worm” couldn’t be more accurate. But what if I told you that many firms are showing up to the race when it’s already half over? That’s exactly what happens when organizations wait for an RFP (Request for Proposal) to drop before starting their pursuit strategy.

The Hidden Game Before the Game

Pre-positioning—a term that might sound like just another business buzzword—is actually the secret sauce behind many successful contract wins. It’s the strategic groundwork that begins immediately after the initial go decision and well before an RFP sees the light of day. Think of it as setting the stage for your performance before the curtain even goes up.

Building Your Dream Team

The foundation of successful pre-positioning lies in assembling the right team. This isn’t just about gathering warm bodies in a room; it’s about bringing together a strategic capture team with specific roles and expertise:

• Client Relationship Lead: Your insider who brings deep knowledge of the client’s needs, preferences, and pain points
• Subject Matter Experts (SMEs): Technical wizards who understand the nuts and bolts of your solution
• Leadership Representatives: Strategic guides who ensure alignment with company goals
• Proposal Manager: The orchestrator who brings it all together

The Common Pitfall Most Firms Make

Here’s where many organizations stumble: they sideline their proposal and marketing managers until the RFP arrives. This approach is akin to benching your star quarterback until the fourth quarter. In today’s hyper-competitive landscape, this is a costly mistake.

Why? Because proposal and marketing professionals bring specialized skills that are distinct from technical expertise. While your engineers and architects may be brilliant at their craft, the art of selling these services requires a different skillset entirely. It’s time for owners and principals to recognize that technical degrees and decades of experience don’t automatically translate into proposal writing and marketing expertise.

Beyond the Meeting Room: A Multifaceted Approach

Pre-positioning isn’t just an endless parade of client meetings (though meetings play a crucial role). It’s a comprehensive strategy that includes:

1. Stakeholder Engagement

• Regular client meetings
• Connections with local business owners
• Engagement with community members
• Discussions with political representatives

2. Internal Alignment

• Regular internal team meetings to discuss:
  • Client meeting outcomes
  • Project updates
  • Technical approach development
  • Key personnel selection
  • Teaming strategies
  • Past performance analysis

3. Thought Leadership and Visibility

• Hosting lunch-and-learn sessions
• Publishing white papers
• Creating targeted LinkedIn content
• Maintaining an updated digital presence
• Leveraging existing relationships

The Capture Plan: Your Strategic Roadmap

All these efforts are documented in what’s known as a capture plan—a living document that outlines your analysis, strategies, and actions needed to secure the opportunity. This isn’t just paperwork; it’s your strategic playbook for success.

The Iterative Nature of Pre-positioning

One of the most crucial aspects of pre-positioning is its flexibility. As new information emerges, your team must be ready to:

• Revisit initial assumptions
• Refine understanding
• Adjust approaches
• Evolve strategies

This adaptability ensures your strategy remains relevant and responsive to changing circumstances and client needs.

The ROI of Early Positioning

The investment in pre-positioning pays off in multiple ways:

1. Deep Client Understanding: You develop insights that go beyond surface-level knowledge
2. Tailored Technical Approach: Your solution is crafted to address specific client needs
3. Compelling Value Proposition: You can articulate your unique value before competition begins
4. Market Intelligence: You gather crucial information that shapes your strategy
5. Internal Alignment: Your team moves forward with unified purpose and direction

The Bottom Line

In today’s competitive business landscape, waiting for the RFP to start your pursuit strategy is like showing up to a marathon when your competitors are already halfway to the finish line. Effective pre-positioning allows you to shape the playing field before the formal competition begins, significantly enhancing your competitive position and improving your win rates.

Remember: Great proposals aren’t born when the RFP drops—they’re carefully cultivated through strategic pre-positioning long before the official starting gun fires.

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Are you investing enough in pre-positioning? The answer to this question might be the difference between winning and losing your next big opportunity.