This content originally appeared on DEV Community and was authored by Bid_solution
Even the most experienced sales professionals fall into the same trap. We see a poorly scoped RFP with no relationship and little margin. Yet somehow, we say yes to respond. We find reasons. We convince ourselves it could lead to something.
In 2023, Loopio reported that 51 percent of organisations respond to most of the RFPs they receive, even though only 16 percent have formal qualification criteria. That means many of us are saying yes not because the bid is right, but because saying no feels uncomfortable.
We don’t want to damage a relationship or appear uncommitted. Saying no can feel personal, especially when internal expectations are high. It is easier to press ahead than to disappoint someone or question momentum.
Several common psychological biases are at play because, as we know, the brain is often on autopilot! The sunk cost fallacy makes it harder to stop once we have started. Optimism bias leads us to believe we will win, even when the odds are low. And when the pipeline is dry, scarcity mindset pushes us to chase everything.
These are all very human behaviours. But they cost us time, energy, and focus.
Artificial intelligence now makes it easier than ever to respond. Tools that can analyse requirements, write content, and summarise win themes in minutes lower the barrier to entry. But they also risk making poor decisions faster. If we are not careful, AI will amplify the paradox rather than solve it.
So, what can we do?
We need stronger qualification processes that account for both commercial fit and emotional drivers. We need to transform how we are doing this, mindful of the times we are living. Processes formed previously should be checked, amended and reviewed against AI, culture and business objectives. We need leadership to support thoughtful no bids, not just celebrate wins. And most importantly, we need to build a culture where people feel safe to ask tough questions (this doesn’t just mean saying it’s safe, it means demonstrating it through example).
Saying no is not a sign of weakness. It is a sign of maturity. The best bid teams do not chase every opportunity. They choose where to compete and why. Because in this work, knowing when to walk away is just as powerful as knowing how to win.
This content originally appeared on DEV Community and was authored by Bid_solution