They remember that your company provided excellent service and helped solved a critical problem on the last project. They remember that you threatened to complain to senior management during a contract dispute. They remember your embarrassing comment at the suppliers' meeting about the quality of the technical specifications. Each of these events may cause an evaluator to score you higher or lower than your proposal actually deserves. While this is extreme, it demonstrates that evaluators are not always objective.
Evaluators compare proposals.
Ensure that your proposal is complete, well-written and represents your company as professional and innovative. Evaluators can't help but compare proposals. Every RFP requires a project plan. Suppose the third proposal that an evaluator reviews contains a detailed project plan and a five-page analysis of risks associated with the work. The risk analysis identifies each major risk, what can be done to eliminate it, and how to minimize damage should it occur.