(Proposals Mk. III) Another vignette in my series on Proposals. When buyers evaluate a proposal, they’re looking at several elements from technical fit to your past performance, and while these are important a lot of the buying decision will be based on Total Cost of Ownership. TCO is only partially made up by the headline cost (the software, the installation, etc…). A rule of thumb, for which I can’t find any evidence for but has tended to be my experience, is that technology is only one-third of the price the rest is the people.