You’ve probably heard the phrase Garbage In, Garbage Out, or GIGO. It originated in computer science to describe how poor data inevitably produces poor results. But GIGO isn’t just a warning for programmers — it’s a trap that many professionals fall into when pursuing new business.
When the inputs into your business development process are shallow, outdated, or simply wrong, the outputs — your proposals, your pitches, your pursuit meetings — will be equally weak. And in today’s competitive marketplace for professional services, weak outputs almost always mean losing the opportunity.
The Limits of the RFP
Too many firms treat the request for proposal (RFP) as if it were gospel. They study it, re-read it, highlight sections, and align their pitch materials to every bullet point. But here’s the hard truth: in most cases, the RFP is itself a form of Garbage In.
That’s not to say you can ignore it — of course you need to respond to the requirements. But decades of research into high-stakes, professional services buying decisions reveal a critical insight: the real reasons firms win or lose rarely appear in the RFP.
Instead, decisions turn on factors like:
Understanding what really matters to the people in the room, beyond the formal requirements.
Chemistry between your team and the client’s decision-makers. (Not just being likable, but communicating clearly, sharing perspectives, and demonstrating alignment.)
Political safety. Clients want to choose a partner that won’t be seen as risky within their organization.
None of this shows up in the RFP. Which means if the RFP is your only input, you’re at a disadvantage before you even begin.
Garbage Out: What Clients Really See
From the client’s perspective, there is a flood of garbage coming their way. That’s not to disparage the hard work of professionals crafting proposals, but many of those proposals miss the mark so badly that “garbage” almost feels too generous.
Why? Because the teams preparing them never went far enough upstream. They relied on surface-level knowledge, generic talking points, or boilerplate content. In other words: Garbage In.
The result? Pursuit meetings that feel scripted. Slide decks that sound like every other firm’s. Pitches that show little insight into the client’s unique challenges.
And clients notice. They may not always articulate it in these terms, but they feel it: “This firm doesn’t really get us.”
Better Inputs, Better Odds
If you want to consistently win high-stakes pursuits, you need to start with better inputs . That means going beyond the RFP and actively seeking out the insights that reveal what truly matters.
Some practical ways professionals can do this include:
Talk to people in and around the client organization. Not just the procurement officer, but peers, former employees, industry contacts, and anyone who can shed light on the client’s situation.
Research the sector and its current pressures. What regulatory, technological, or market shifts are top of mind? How are competitors responding?
Understand decision-making dynamics. Who are the champions? Who are the blockers? What internal politics might shape the choice?
Look for values alignment. Do you and the client share perspectives on collaboration, innovation, or risk-taking? Being able to demonstrate this can be a powerful differentiator.
The goal is not to gather information for its own sake. It’s to uncover the meaningful, relevant, and timely insights that will allow your pursuit team to communicate in a way that feels authentic, confident, and aligned with the client’s reality.
Be Honest About Where You Are
Here’s the tough part: most professionals overestimate how much they really know about their prospects.
Ask yourself:
Did we uncover information that competitors probably don’t have?
Do we understand not just the company’s needs, but the personal priorities of decision-makers?
Can we explain why choosing us is the politically smart move?
If you can’t answer yes to these, chances are you’re walking into a pitch at risk of falling into the GIGO trap.
A Call to Action for Rainmakers
You didn’t go to law school, earn a CPA license, or build your consulting expertise to become a salesperson. But if business development is part of your professional reality — and for most lawyers, accountants, and consultants it is — then you need to avoid the Garbage In, Garbage Out cycle.
The difference between winning and losing is rarely about who has the most polished deck or who checked every box in the RFP. It’s about who had the best inputs, and who converted those inputs into a pitch that resonated.
Every competing firm has the RFP. Only a few have the insight that truly matters.
The question is: which side of the equation do you want to be on?