If the firm’s relationship with the potential client is not strong, or the firm does not have any relationship at all at the start of the process, it can be much harder to compete or even to have a sense of how the competitive process is going to unfold. All you can do is listen carefully to potential clients and try to figure out who they are and where they are coming from, consider their objectives and priorities carefully, and respond with your qualifications and proposal, tailored to your understanding of the potential client and project.