How Stronger Client Connections Can Win More Proposals

We often think of proposals as technical deliverables: meet the RFP requirements, highlight your capabilities, hit the deadline. All of that matters—no doubt. But in the crowded AEC market, where every firm is technically qualified, the real differentiator often comes down to something softer:

Your ability to connect.

Whether in client meetings, interviews, or even in your writing, connection builds trust—and trust wins work.

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Rediscovering the Power of Presence

Earlier this month, I revisited How to Talk to Anyone by Leil Lowndes. It’s a light but surprisingly insightful read with 92 quick tips for stronger communication and lasting impressions.

One of the ideas that jumped out?

“Sticky Eyes.”

It’s a communication strategy based on something simple: presence.

The idea is that when you're speaking with someone, your eye contact—and attention—should be fully focused on them. Not wandering. Not halfway. Just… there. Like you’re gluing your attention to the conversation.

That one tip made me think about how we show up for clients—not just in meetings, but in the proposal process, too.

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The AEC Proposal Process Is About People

We like to talk about strategy, structure, compliance, and visual layout. Those things do matter. But underneath all of it is a simple truth:

People hire people.

Clients don’t award projects to resumes. They award them to teams they trust. Teams they feel good about. Teams that get them.

That’s where connection comes in.

When your presence—whether on the page or in the room—signals confidence, understanding, and focus, you immediately stand out.

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Three Places to Strengthen Connection in Your Proposals

You don’t need to overhaul your strategy. Sometimes, small shifts in how you engage can make a big difference. Here’s where to start:

1. In Client Meetings

When you're meeting with a potential client—before the RFP even drops—be fully present.

Ask great questions. Listen closely. Stay curious.

These early conversations aren’t just information-gathering—they’re trust-building. Show up in a way that signals:

“We see you. We hear you. We care about getting this right.”

2. In Your Proposal Writing

Think of your proposal as a conversation, not a document.

• Use clear, client-centered language

• Speak to their goals, not just your qualifications

• Drop the jargon—make it approachable, even warm

When your tone shows that you’re tuned in to what matters most to them, it makes a lasting impression.

3. In Interviews and Presentations

Whether it’s in person or on Zoom, body language matters.

Make eye contact. Stay focused on the conversation—not your slides.

Let your personality come through. Don’t just present—connect.

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Soft Skills, Hard Results

In an industry where every shortlist includes capable teams, what often sets one apart isn’t a better resume or project list. It’s how they made the client feel.

Were they confident? Easy to talk to? Aligned with our goals?

Did they seem like someone we’d want to work with for the next 18 months?

Those are the questions decision-makers may not write down—but they’re asking them all the same.

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What Does This Mean for Your Proposal Strategy?

If you're already focused on content, compliance, and creativity—great.

But don’t forget the connection.

Here are a few ways to apply this in your next pursuit:

• Review your proposal tone: is it formal or conversational?

• Prep your interview team with role-playing focused on presence, not just content.

• Use pre-RFP conversations to build trust, not just gather data.

Sometimes, the firm that wins isn’t the one with the flashiest graphics or longest list of projects. It’s the one that made the client feel confident and comfortable.

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Final Thoughts: Connection Is a Strategy, Not a Fluff Skill

In AEC marketing and business development, we don’t just communicate information—we build relationships.

And relationships are what drive growth.

So if you’re looking to win more work, yes—refine your message. Polish your graphics. Strengthen your compliance process. But also?

Keep your eyes—your “Sticky Eyes”—on what matters most: the people reading your proposal.

Because the best proposals don’t just tick boxes.

They make the client feel seen, understood, and supported.

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