Sun Ze said, “You may advance and be absolutely irresistible, if you make for the enemy’s weak points.” In the proposal world, this means ghosting. Ghosting is an advanced proposal technique that we can use to influence buying decisions if we know our own strategy and have accurate information about the market, customer, and competition. This session explores when to use (and when not to use) this technique and provides the information and knowledge needed to use it effectively. The session explores the steps you need to follow throughout the business development life cycle to use ghosting in your proposal, and it emphasizes the type of competitor intelligence that supports ghosting—and how to get that intelligence. It includes sample proposal text you can use as templates for developing ghosting in your proposals.