How to Compare AI Consulting Proposals: Normalize the Scope Before Comparing Price
By Pedro Sonda, dooop
To compare AI consulting proposals, first put all of them into the same format (scope, deliverables, team, timeline, assumptions, and exclusions); then score each one by the same quality criteria; and only then compare the price, broken down by phase and deliverable. Comparing total values of proposals with different scopes almost always leads to choosing the one that promises less.
Updated in October 2026.
Transparency note: dooop is an AI consulting firm and also submits proposals. This method applies to comparing any supplier, including dooop.
Why AI Proposals Are Difficult to Compare
The same terms can hide very different work. "AI strategy" might mean a two-day workshop or months of work including interviews, portfolio, roadmap, and governance. "Diagnosis" could be a questionnaire or an analysis with usage data and interviews.
Additionally, proposals vary in:
- Who works on it: seniors or juniors, and their level of dedication.
- What your team needs to do: how many hours of managers and specialists the work requires.
- What is out of scope: training, governance, implementation.
- How success is measured: deliverables completed or decisions made.
dooop Framework: The 3 Steps
Step 1: Normalize
Transcribe each proposal into the same table. Where information is missing from the proposal, ask the supplier.
| Item | Proposal A | Proposal B | Proposal C |
|---|---|---|---|
| Problem described by the supplier (in one sentence) | |||
| Deliverables (list) | |||
| Phases and decision milestones | |||
| Team: names, roles, and dedication | |||
| Hours required from your team | |||
| Total timeline | |||
| Assumptions | |||
| Exclusions (what is not included) | |||
| Success indicators | |||
| Capacity transfer | |||
| Data handling and AI use by the supplier | |||
| Price by phase and deliverable | |||
| Exit conditions |
Interpretation: a proposal that leaves many lines blank, even after questions, is already giving an answer.
Step 2: Score
Score each proposal from 1 to 5 on the same criteria, with weights defined before opening prices. The 8-criteria scorecard is in AI Consulting: What to Evaluate Before Hiring?. Each evaluator scores individually; then the group discusses differences.
Step 3: Compare Price
Only now look at the price, and in three ways:
- By phase: how much each stage costs and what it delivers.
- By deliverable: what each document or decision costs.
- Real total cost: consulting price plus your team’s time. A cheaper proposal that requires double the hours from your managers may end up more expensive.
Common Pitfalls
| Pitfall | Why It Happens | How to Avoid |
|---|---|---|
| Choosing by lowest total price | Different scopes look alike | Normalize first |
| Valuing volume of deliverables | More documents seem more valuable | Ask what decision each deliverable enables |
| Ignoring internal team time | It doesn’t appear in the price | Request an estimate of hours |
| Confusing methodology with brand | Method names impress | Ask for a real example of a deliverable |
| Not planning for exit | Optimism in hiring | Require phased contracting and exit conditions |
A Sign of Quality: The Proposal Rewrites Your Problem
Good proposals do not just repeat the briefing: they reformulate the problem in the supplier’s own words, point out risks, and sometimes suggest a scope different from the request. This shows understanding. BCG observed that companies generating the most value with AI dedicate about 70% of effort to people and processes (BCG, 2024); a proposal that treats people and processes only as a footnote probably underestimates the work.
What to Do Now
- Before requesting proposals: send the same briefing to all; see How to Prepare a Briefing to Hire an AI Consulting Firm.
- When receiving proposals: fill out the normalization table and ask about anything missing.
- Before deciding: check each candidate’s evidence; see What Evidence to Request from an AI Consulting Firm?.
To receive a dooop proposal already in this table format, contact is at dooop.com.br/contato.
Frequently Asked Questions
How many proposals should I compare? Three is usually enough. More than five increases work without improving the decision.
Can I share the table with suppliers? Yes. Asking each to respond in the same format saves time on both sides and makes comparison fairer.
What if proposals have very different scopes? Return to suppliers with a reference scope and ask them to adjust the proposal or explain why they recommend a different one.
Also Read
About dooop
dooop is a consulting firm based in Caxias do Sul (RS) that prepares leaders and organizations to transform artificial intelligence into business capability, with strategy, governance, and training.