Price is a scoring lever, not the only lever. Teams that win consistently model both competitiveness and delivery reality before finalizing numbers.
A practical approach is to define your floor, target, and strategic price points. Then stress-test them against scope risk, cash-flow profile, and expected change requests.
Where possible, structure optional value adds rather than reducing core scope quality. This protects your margin while increasing perceived value to evaluators.
In short: disciplined pricing beats reactive discounting. Sustainable wins compound over time.