How Client Feedback Helps You Win Proposals

A client once told me, “Your proposal felt like you already understood us.” That line stuck with me. It revealed what every client is really hoping for in a pursuit: to be understood.

Most firms treat feedback as something you do after a project. More mature firms gather feedback throughout the project. The best firms use it to win before the project even begins.

When clients evaluate proposals, they’re not just comparing resumes and project lists. They’re asking themselves:

• Will these people really listen to us?
• Will they adapt when our needs change?
• Can we trust them to care as much about our success as their own?

You can answer all three—before the shortlist interview—if you use feedback the right way.

1. Prove your past performance. Don’t just say, “We deliver great service.” Show them what that means. Use data from your client feedback program: how your performance scores have improved, what percentage of clients say they’d recommend you, how many clients have given repeat work because of your responsiveness. What are your actual, proven strengths? Add testimonials collected through your feedback process—not cherry-picked quotes from marketing, but relevant, aligned comments. When clients see measurable results, it moves your story from claims to credibility.

2. Explain your listening process. Every firm says, “We listen.” Few can explain how. Describe the system you’ve built for listening and learning: who engages clients for feedback (project manager, client success lead, principal), when you ask (milestones, midpoint, closeout), and what happens next (you close the loop, make adjustments, and share what changed). That description signals that you take alignment seriously. It tells the client, We’ve operationalized listening.

3. Demonstrate it. The boldest firms go one step further: they ask for feedback during the proposal itself. They include a short link or QR code at the end: “We’re always learning. Would you share how well this proposal aligns with what you’re looking for?” Even better, they actually send a real survey to the committee members. Each selection committee member can respond. Within a few days, the pursuit lead sends a brief summary: what they heard, what they’ll refine for the interview, and how that demonstrates responsiveness.

I've seen firms get feedback, before they lost, that they were going to lose. And why. And in that moment they're able to respond to the client. Clarify what was muddy, point out a key point the client missed, or even resubmit a revised proposal better aligned to win. I've heard countless stories where follow-up is what won them the project.

Firms incorporating feedback into their proposal process increased win rates by as much as 50%. Why? Because they don’t just tell clients they listen—they prove it.

Listening isn’t a slogan. It’s a strategy.