There are two key risks that will affect the buying organisations decision to purchase, proposal risk and performance risk.
Proposal Risk refers to the risks associated with a seller’s proposed approach to meeting the bid request requirements. This will include both the technical and management solution proposed.
Performance Risk relates to how the prospective customer perceives and evaluates your ability to perform. Evaluators will base this on information you provide them regarding past and present performance claims as well as information gathered independently.
Wherever possible substantiate your proposals with performance proofs. In doing this you reduce the performance risk (perceived or otherwise) with your proposed solution and make the job of your evaluators easier by supplying them with the proofs they will be seeking.