Pricing to Win

On September 15, 2010, Mr. Jon Boyle of Unisys gave an excellent presentation at the National Capital Area Chapter of the Association of Proposal Management Professionals on a very important topic – pricing to win.

According to Boyle, there are sound strategic and tactical reasons for focusing on pricing to win in government contracts.  His strategic and tactical reasons are listed below.


  • Focuses the proposal team on winning.
  • Discourages routine thinking.
  • Leads to a more competitive offering.
  • Validates and strengthens internal pricing.
  • Helps with the bid/no bid decision.
  • Helps safeguard the company and mitigate risk.


  • Provides a competitive price range.
  • Enables you to understand the competitive price point needed to win.
  • Identifies the areas where you need to be more competitive.
  • Provides an internal price check.
  • Enables you to complete where there is a return on investment.
  • Invigorates the proposal team.

At the very beginning of the proposal development process, Boyle sensibly suggests posing a set of pricing questions to help you make a sound bid/no bid decision.  They are:

Can we bid a high price and win?

What is our price to win – low, medium, or high?

How will we arrive at a price to win?

Are we pricing to the Request for Proposals?

What is our change order strategy?

Have we made a FOIA (Freedom of Information Act) request to gather as much pricing and other information on the incumbent as possible?

If you are interested in developing a competitive pricing proposal, this is a very logical and thorough way to begin.

1 Comment

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    February 29, 2012

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