Recompetes - Building Brand Loyalty for Success
by Ariel Glassman, Vice President, Strategic Growth
Crafting a strong proposal narrative is critical for government contractors looking to gain a competitive edge in the federal contracting arena. I recently had the opportunity to facilitate a workshop at the Growth Officers Association focused on how building brand loyalty is an important component to winning government recompetes related to both the proposal itself and the relationship and branding building that takes place before, during and after work is won.
Central to the conversation were the following Five Key Messaging Pillars that serve as the foundation of a strong proposal narrative:
Proven performance
Continuous improvement
Risk mitigation
Competitive pricing
Alignment with agency priorities
The Five Key Messaging Pillars
Proven Performance: The group explored how showcasing relevant success metrics—such as data-driven results, compelling testimonials, and strong CPARS scores—are imperative to make a proposal more persuasive. Real-world examples highlighted the power of effective storytelling and tangible evidence of performance.
Continuous Improvement: The discussion turned to the dangers of “incumbent-itis,” where familiarity with a program can lead to complacency. Instead of falling into this complacency, we recommended taking a proactive approach to innovation, ensuring alignment with the agency’s evolving strategies and future needs. We also agreed that successful businesses always keep their best foot forward and start thinking about the recompete soon after starting the contract.
Risk Mitigation: Incumbents hold a unique advantage in reducing transition risks and costs. The group discussed the useful practice of “ghosting” which refers to citing information about the competition to demonstrate their weaknesses, countering how the competition could take advantage of their company’s weaknesses as well as nullify their strengths, as well as putting the emphasis on how their own offerings delivered lower-risk, cost-effective solutions—a critical tactic for maintaining an edge.
Competitive Pricing: Maintaining a balance between cost efficiency and quality was another focal point. Strategies to combat “price creep” included leveraging automation and incorporating fresh talent to keep pricing competitive while delivering strong value.
Alignment with Agency Priorities: Having a deep understanding of agency priorities, culture, and budget constraints is of the utmost importance to enhancing a proposal's impact.
One standout takeaway was the critical role of independent capture management. Rather than relying solely on the program manager, bringing in an objective capture manager to lead the proposal effort can provide a fresh perspective and prevent biased assessments, strengthening the proposal process.
Moving Forward with Confidence
By the end of the session, participants left with clear, actionable steps for applying these strategies to their next recompete effort. The session not only provided valuable insights but also practical strategies to help federal contractors elevate their proposal narratives and beat the competition.