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OPINION
Be the best loser
Losing out on a bid could present you with an opportunity to turn a “not this time” into fuel for your pipeline and processes.
I magine losing a multimillion dollar public infrastructure project after months of preparation. The impact of the loss can lead to not just financial implications but also a significant dent in team morale. (Maybe, if you’ve lived this experience before, you don’t have to just imagine it.)
Tyler Suomala
The fact is that facing a lost bid or proposal is not just common; it’s an inevitable part of the business. Every AEC firm across the world loses. From small firms working on local projects to large corporations handling international contracts. And, if they’re pursuing a healthy amount of work, then they’re likely losing more often than they’re winning. The typical response involves moving quickly past the loss. This might mean immediately jumping onto the next project or pushing the team to do so, often neglecting to address the loss constructively. Many firm leaders avoid discussing the setback with their teams or seeking detailed feedback from clients, focusing instead on the pipeline of future opportunities. This approach is harmful to every AEC firm.
Repeated mistakes and missed opportunities for learning and growth are common outcomes. Without engaging with clients or teams post-loss, leaders lose out on critical insights that could refine their strategies and approaches. For example, if a firm consistently fails to effectively communicate their value to prospects, they are likely to continue losing proposals for as long as the issue isn’t addressed. A CONSTRUCTIVE APPROACH TO LOSING. There are two valuable components of loss that shouldn’t be ignored. The first is maintaining a strong relationship with the prospect, regardless of whether they move forward with a competitor. A “No” now can turn into a “Yes” later and you want to be top of mind when opportunity strikes. The second is refining your business development process based on
See TYLER SUOMALA, page 8
THE ZWEIG LETTER FEBRUARY 19, 2024, ISSUE 1525
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