The Silent Killer 2: The four words that saved a recompete

Right now, a must-win recompete is slipping away, and you're the last to know—not due to pricing, performance, or competition. The real threat lurks in every surface-level customer conversation your team has. This silent killer strips away the customer intelligence needed to win, and by the time you recognize it, it's often too late.

The Engineer Who Almost Lost It All

Eric was the kind of engineer customers trusted implicitly, with technical expertise that no one questioned. But when asked to support an upcoming recompete, he immediately resisted: "That's BD's job. I don't sell."

In meetings, his mind raced about how to bring up the recompete. Then, the customer mentioned modernizing their infrastructure. Eric seized the opportunity, doing what any engineer would do. He jumped in, passionately outlining the ideal technical solution. It couldn't have gone better.

But in the next opportunity review, his PM shattered his confidence by asking: "Did the customer say why they need to modernize infrastructure that's only a few years old?" Eric felt defeated—he hadn't thought to ask.

Situations like this happen constantly in opportunity and gate reviews. You're likely familiar with well-meaning subject matter expert whose reluctance is unintentionally holding back your growth. Every unasked question is ungathered intel or worse, a potential opportunity slipping through your fingers. But it doesn't have to be this way.

Fear: The Silent Growth Killer

When your technical team avoids customer discussions beyond project tasks, it comes down to fear—fear of appearing pushy, damaging their reputation, or facing rejection. Without customer intelligence, capture teams are forced to make assumptions, leading to misaligned proposals, lost recompetes, and millions in missed growth opportunities.

How many of your recent recompete losses stemmed from poor customer understanding?

The good news? There's a proven solution already working for organizations like yours.

When SMEs like Eric overcome these fears, every conversation becomes an opportunity to gather intel, helping capture teams identify better teammates and create and vet solutions that closely align with the customer's needs.

Don't let their fears impact your growth potential. Instead, provide them with the skills and confidence to gather intel and identify growth opportunities in each conversation.

The Masterclass Training Program

Everything changed when Eric attended our Masterclass. Instead of "pushing capabilities," he gained the confidence to:

• Build real customer connection by showing genuine care.
• Ask questions and uncover needs without feeling manipulative or "sleazy."
• Really listen to understand customer challenges and priorities
• Enhance his technical reputation through better communication.

The breakthrough

The next time his customer mentioned modernization frustrations, he asked, "Why are you frustrated?"

Those four words unlocked intelligence about upcoming consolidation plans and operational changes that would have rendered his original solution ineffective. When the RFP was released, the team's probability of win was close to 90%.

During the debrief, the customer's feedback said it all: "No one understood our needs like your team."

The Solution: Overcoming the Fear of Engagement

You don't need to turn technical experts into salespeople to eliminate this silent killer. Instead, give them the skills and an engagement method that aligns with their professional values. Below are three steps to do this:

1. Selection & Training: Select team members with regular customer interaction and provide engagement training that fosters trust, not "selling." By improving their skills and confidence, your team will gather intelligence that competitors can't match. Result: Your team uncovers customer needs by questioning. No selling is required.
2. Flexible Implementation: Choose training focused on emotional intelligence that includes role-playing, considers your team's busy schedule, and doesn't impact billable hours. Result: Maximum growth while limiting disruption on day-to-day operations,
3. Sustainable Success: Training alone won't sustain new behaviors. Establish accountability with follow-up sessions, peer support, and leadership check-ins, helping your team build confidence and make engagement skills second nature. Result: Lasting behavior change that creates a growth culture

Key Takeaway: Transform your technical experts into confident customer intelligence gatherers without compromising their professional identity or billable hours.

When teams learn to engage without feeling like they're selling, resistance fades, and they see growth as a positive opportunity to impact the customer's mission.

Closing Thoughts

Your team's hesitation around customer engagement is the invisible barrier between you and your revenue goals. Every day that passes, critical intelligence and potential opportunities slip through the cracks. Meanwhile, your competitors gather the intel needed to win YOUR recompetes.

Can you afford to wait?

As Senior Partner at Hi-Q Group, and with 20+ years in the Government market, Nic Coppings has helped organizations secure billions in contract wins by transforming how technical teams engage with customers. Our training programs equip your team with practical skills to develop Winning Relationships®. Ready to eliminate this silent growth killer from your organization? Schedule a time to chat here.