Top Questions to Ask for Smarter Go/No-Go Decisions
Over the past few years, I’ve had the opportunity to support small businesses as they navigated whether or not to submit proposals. As a proposal manager, sometimes I’m included in the decision and sometimes not. But one thing I’ve noticed: the most successful teams take time up front to assess the opportunity. They dig in, ask questions, and make sure the effort is worth it.
Others jump in without a real strategy—hoping it might work out. More often than not, they lose the bid. And honestly, it’s usually not that surprising.
While that leap-of-faith mindset is understandable, a more strategic approach goes a lot further. Here are the top questions to ask before giving the green light on an RFP.
1. Is the opportunity wired for someone else?
This helps you assess whether another business—often the incumbent—has a clear advantage. This could show up as past relationships with the agency or requirements that closely match a competitor’s capabilities. If things seem overly tailored or there is a quick turnaround time, it may be a sign to pause and consider whether the opportunity is truly competitive.
2. Do you have any insight into the work?
As you analyze the RFP, consider why it was released—was it routine, driven by performance issues, or meant to bring in a new contractor? Also, this is the time to identify the incumbent, if there is one. Knowing who currently holds the work and the circumstances around the solicitation can give you important context and help you decide whether it’s worth pursuing.
3. Do you have a relationship with the customer?
Having a relationship—whether through previous work or networking—can provide valuable context and improve your chances of winning. If there’s no relationship, you are starting at a disadvantage compared to competitors who are already known to the customer. If you don’t have a direct relationship with the agency, consider reaching out to your network or partnering with a business that does—someone who can offer both insight and access.
4. Can you meet all the RFP requirements or build a team that can?
Evaluate whether your business—or potential partners—can fully deliver what the agency is asking for. This includes technical qualifications, staffing, certifications, and past performance. If there are gaps, consider whether you can realistically fill them with teaming partners before deciding to move forward. A good way to do this is to create a capabilities spreadsheet that lists all the RFP requirements. Then rank each requirement to know where the weaknesses are.
5. Do you have the resources and time to submit a quality proposal?
Assess if your team has the time and resources to develop a strong proposal. It’s not just about having people—it’s about whether they’re available and focused. If your team is already stretched across other projects or proposals, adding one more can lead to a lower-quality response—especially if the possibility of winning is low.
6. Do you (or the team) have strong past performance?
Most solicitations require past performance within a specific timeframe (often 3 to 5 years) and closely related to the scope of work. Without recent and relevant project examples, your proposal won’t even get evaluated due to non-compliance. If you have gaps, consider teaming with a partner who brings the necessary experience to the table. To me, this is one of the biggest considerations on whether to move forward with a bid or not.
7. Do you have any differentiators that can really set your proposal apart?
Think about what makes your company stand out. Do you offer unique capabilities, proven results, or an innovative approach that directly benefits the agency? Differentiators help your proposal rise above the competition—especially when many bidders meet the basic requirements. Without a clear value-add, your response will just blend in.
8. Is the proposal a small business set-aside or full and open competition?
Asking this question helps you understand the competition landscape. If the proposal is a small business set-aside, it limits competition to businesses that may have similar experiences, improving your chances of a win. If it’s full and open, you’ll be competing against larger, often well-resourced firms. Knowing the designation helps you assess whether your business is well-positioned to compete.
9. Can you submit a competitive price based on the evaluation criteria?
Determine if you can price your solution competitively while still meeting the requirements. Review the evaluation criteria and assess whether you can offer value, or come in as the lowest price if it’s a Lowest Price Technically Acceptable (LPTA) bid, without compromising quality or margin.
Taking the time to walk through these questions may feel like an extra step, especially when you're eager to bring in new business. But asking them early can save your team from pouring time and energy into bids that aren’t a good fit. A thoughtful go/no-go process helps you focus on the right opportunities—the ones you’re truly positioned to win—and allows you to use your resources more strategically. So, don’t be afraid to said no.
Ready to make the right decision?
If you need a little structure to support these decisions, I’ve created a Go/No-Go Decision Matrix. It includes additional questions with scoring to help you evaluate the opportunity from multiple angles to make the right call.