Most authors on federal proposal writing define a defensive proposal as follows:

Is written not to be eliminated; to be the last proposal standing Presents a practical solution from a customer perspective Gives the customer what they want; no more and no less Meets each and every requirement of the RFP Clear, concise and devoid of sales puffery

A defensive proposal is all of these things.

Another definition of a defensive proposal is:

"A defensive proposal defends the position that you have already taken with the customer".

Ideally, you have met with the customer, defined their requirements, and proposed a solution that meets their requirements. Then when you write the proposal you prove that you can do what you have said during the sales process. In other words, you close the deal with words and provable facts and assure the customer that they will minimize their risk by going with you.

You may have sold one or more of the people on the evaluation committee, now you sell the rest. It's just another way of looking at successful proposals.

Don't bid if you haven't established a position to defend. You can count on the fact that one or more vendors have established positions. In our seminars vendors new to the federal market lament that they can't get to the customer.

There are too many prime contractors and other competitors trying to do the same thing. Welcome to the world of hard knock, direct sales. As discussed in the previous installment, you have to get through the flack or not play in the market.