
The Price That Wins: Strategic Pricing® in GovCon
Are you pricing to win contracts or pricing strategically to build a sustainable business? On this episode of Spilling the Tea on GovCon, we welcome back Marsha Lindquist, Strategic Pricing Leader and Founder of Granite Leadership Strategies, for a conversation about one of the most consequential decisions government contractors make: how to price their work. Marsha breaks down what strategic pricing really means, explores the five-part pricing cornerstone, and explains how Strategic Pricing® differs from the traditional Price to Win approach. From evaluating risk and protecting profitability to clearly communicating the value your business brings to a customer, she challenges contractors to look beyond the lowest price and recognize the strategic decisions that influence both contract awards and long-term business success. For small businesses especially, competing on price alone can become a race to the bottom one that sacrifices margins, strains resources, and undermines future growth. Marsha shares practical guidance for developing a strategic pricing plan, adopting a stronger pricing mindset, and building a business value statement that communicates why your company is the right choice. Whether you’re preparing for your next bid or rethinking how your organization approaches pricing, this episode offers actionable insights to help you make more informed decisions, manage risk, and pursue profitable opportunities with confidence. Tune in, take away one key lesson for your next proposal, and learn why the right pricing strategy is about much more than winning the bid. Timestamps: 00:00 Welcome and Purpose 01:10 Welcome back, Marsha Lindquist 02:39 What Strategic Pricing Means 04:50 Five-Part Pricing Cornerstone 06:23 Strategic Pricing® vs Price to Win 09:29 Risk and Profitability Deep Dive 13:17 Business Value Statement Explained 17:56 Stop Racing to the Bottom 21:14 Build a Strategic Pricing Plan 25:56 Small Business Pricing Mindset 28:41 One Key Takeaway for Your Next Bid 30:33 Book Plug and Roadshow Thanks 32:46 Podcast Wrap Up 33:36 Roadshow Invitation and Details 34:38 Sponsor Thanks and See You There Visit the Granite Leadership Strageties Website: graniteleadershipstrategies.com





