Bid Writing for Beginners: Essential Steps to Draft Winning Proposals

Understanding Bid Writing

Bid writing is an important skill for businesses seeking to win longer term and often higher value contracts and tenders. 'Bid writing' involves the process of responding to a formal tender or writing a persuasive proposal (often from a brief) that is both compliant with the buyers requirement and distinguishes you from competitors.

Fundamentals of Bid Writing

Bid writing is not simply providing information about your business. It's a strategic process of developing a tailored proposal that directly addresses a client's needs. Your bid must demonstrate a clear understanding of the requirements and present compelling solutions.

When writing a bid, you should focus on personalisation rather than generic content. Each bid should be customised to the specific opportunity and organisation you're targeting.

A successful bid requires you to:

• Answer the questions directly and completely
• Provide relevant examples of your experience
• Use clear, concise language without jargon
• Highlight your unique value proposition

Remember to emphasise benefits rather than features. Clients want to know how your solution will solve their problems, not just what services you offer. The features can often then become part of your evidence to demonstrate your experience and expertise.

Types of Bids and Proposals

Different procurement processes require different approaches to bid writing. Understanding these variations helps you tailor your response appropriately.

Public sector bids typically follow strict formats with specific evaluation criteria. These often include Pre-Qualification Questionnaires (PQQs) and Invitations to Tender (ITTs). Public sector bids require meticulous attention to compliance requirements.

Private sector bids may be more flexible but still demand a professional, targeted approach. These might include:

• Request for Proposal (RFP)
• Request for Quotation (RFQ)
• Request for Information (RFI)

The complexity of bids varies significantly. Some may be simple price-based quotations, while others involve comprehensive technical solutions, detailed methodologies, and evidence of capability.

Your approach should match the complexity and requirements of each opportunity.

The Bid Writing Process

The bid writing process - let's not over complicate things! If you understand your business, solution and have access to your company information, systems and procedures - the key 5 key points are:

1. Is it the right opportunity? Do you stand a reasonable chance of success? Do you understand the tender documents? Do you have a relationship with the buyer? Do you know the likely competitors or incumbent supplier - do you have a better solution which aligns with the needs of the buyer? If the answer is yes - great. Let's get cracking!

2. Read the documents again. Check the portal and clarifications. Do you have any questions? If so, you need to ask them early in the process.

3. Respond to the tender questions. Check the evaluation criteria, specification and any other instructions. Now break the question into it's key points - considering important elements from the specification. Consider what is important to highlight in the response - e.g. showing your understanding of the key challenges and risks (related to this tender and specific question) and highlighting your ability. Now ensure you full answer each element of the question. Ensure you check each element is covered. It has fully answered the question/s. Research your competitors - what else do they say on the subject? Does this help you improve the your response and offer more assurance in line with the evaluation criteria? This is typically - full marks = fully answers the question, offers a low risk solution, offers added value and evidence, for example.

4. Bid review. A bid review is a chance for you or ideally others to challenge your responses with the aim of improving them, as well as checking for compliance. An updated final draft for each quality response is agreed.

5. Bid submission. You complete a final check of all documentation, your bid, pricing, supporting documents and certificates. Is everything completed and ready to go? Then a final check on the portal for any updates or changes. Follow the instructions, give yourself plenty of time, and get the bid uploaded and submitted!

Let's have a more detailed look at some of these key bid writing steps.

Preparing to Write a Bid

Before you start writing, thoroughly analyse the tender requirements. Read all instructions carefully, noting submission deadlines, word limits and evaluation criteria. This preparation stage is crucial for understanding what the client truly wants.

Create a bid/no-bid assessment to determine if the opportunity aligns with your capabilities. Consider:

• Your ability to deliver the requirements
• The competitiveness of your offering
• Resources required to complete a quality bid
• Potential return on investment

Gather all necessary information, including company credentials, case studies, testimonials and relevant statistics. Organise your evidence to support each response section.

Research the client organisation thoroughly. Understanding their challenges, values and objectives will help you tailor your bid to address their specific needs.

Structuring Your Bid

A well-structured bid makes it easy for evaluators to find and score information. Begin by creating a detailed outline based on the tender questions or requirements.

Use the client's format and structure whenever provided. If not specified, organise your bid with:

• Executive summary highlighting key benefits
• Company background and credentials
• Detailed response to specifications
• Pricing information
• Appendices for supporting documents

Include clear headings and subheadings that mirror the tender questions. This demonstrates your attention to detail and makes scoring easier for evaluators.

Consider using a compliance matrix to track each requirement and where you've addressed it in your response. This ensures nothing is missed and helps evaluators find information quickly.

Writing the Bid Content

Write in a confident, direct style that focuses on the client's needs rather than your capabilities. Address 'what's in it for them' by highlighting benefits, not just features.

Use plain, clear language instead of jargon or technical terms unless specifically required. Each section should directly answer the question asked and provide evidence to support your claims.

Personalise your content for the specific client - make it real! Generic bids rarely succeed. Reference the client's terminology, objectives and challenges throughout your response.

Include relevant case studies and testimonials that demonstrate your track record in similar projects. Quantify results where possible with specific numbers and outcomes.

Make your unique selling points clear and emphasise what differentiates you from competitors. Always focus on how these advantages benefit the client.

Review and Revision

Allow sufficient time for thorough proofreading and review. Check for compliance with all requirements, formatting issues, spelling and grammar errors.

Have someone unfamiliar with the bid review it for clarity and understanding. If they find sections confusing, evaluators likely will too.

Evaluate your bid against the scoring criteria. Would it achieve full marks? If not, revise weak areas to strengthen your response.

Use this checklist for final review:

• Does each section directly answer the question?
• Have you provided evidence for all claims?
• Is the language clear, confident and client-focused?
• Have you eliminated all errors?
• Does the bid present a compelling value proposition?

Consider having a specialist bid writer review critical bids if budget allows. Their expertise can identify improvement opportunities you might miss.

Understanding the Request for Proposal (RFP)

A Request for Proposal (RFP) is a formal document that organisations issue when seeking solutions or services from potential vendors. It outlines specific requirements, project scope, and evaluation criteria that will be used to assess submissions.

Most RFPs follow a standard structure that includes:

• Project overview
• Scope of work
• Timeline expectations
• Budget constraints
• Submission requirements
• Evaluation criteria

The evaluation criteria section deserves special attention. This tells you exactly how your proposal will be scored and what the client values most. Points are typically weighted across different categories such as technical approach, experience, and cost.

As a bid writer you should:

• Analyse the RFP from different angles. What explicit requirements are stated? What implicit needs can you identify?

• Take note of the language used in the document. Is it highly technical or more business-focused? This gives you clues about your audience and how to frame your response.

• When reviewing an RFP, highlight any questions you have. Many procurement processes include a Q&A period where you can seek clarification. This opportunity is invaluable.

Remember that RFPs often contain strict compliance requirements. Missing even small details can result in disqualification before your brilliant solution is even considered.

Developing a Strategy

A well-executed bid strategy dramatically increases your chances of success by aligning your approach with the client's specific requirements and distinguishing you from competitors.

Understanding the Client's Needs

Before writing a single word, you must thoroughly research the organisation you're bidding to. Review their website, annual reports, and recent press releases to understand their values, challenges, and objectives. This background knowledge allows you to tailor your proposal directly to their specific situation.

Pay particular attention to the language they use in the tender documentation. Mirror their terminology when crafting your response to create an immediate sense of alignment.

When analysing the tender requirements, divide them into mandatory and desirable elements. Create a compliance matrix to ensure you address every requirement without missing crucial details.

Consider arranging a site visit or pre-bid meeting if possible. These interactions provide invaluable insights that aren't available in written documentation.

Analysing the Competition

Understanding your competitors gives you a significant advantage when developing your bid strategy. Identify who else might be bidding and research their strengths and weaknesses.

Consider these key questions:

• What unique selling points can you offer that others cannot?
• Where are your competitors vulnerable?
• How can you emphasise your unique approach?

Develop a clear set of differentiators that highlight why you're the ideal choice. These might include specialised expertise, innovative methodologies, or exceptional value for money.

Don't make the mistake of criticising competitors directly. Instead, subtly emphasise the areas where your offering excels compared to industry standards.

Creating a Persuasive Proposal

A persuasive proposal captures attention and convinces the client that your solution is the best fit for their needs. It should clearly outline your understanding of their requirements, your proposed approach, and the benefits you offer. This is ultimately the role of a bid writer!

Highlighting Unique Selling Points

Your unique selling points (USPs) are what set you apart from competitors. Identify what makes your offering distinctive and emphasise these points throughout your bid proposal.

Begin by analysing your strengths against the client's specific needs. What can you deliver that others cannot? This might include:

• Specialised expertise or qualifications
• Innovative technology or methodology
• Faster delivery times or cost efficiencies
• Proven track record in similar projects

Present your USPs clearly, using bold text to highlight key advantages. Don't just state your selling points - demonstrate them with concrete examples and evidence.

Remember to focus on client benefits rather than simply listing features. For instance, instead of saying "we use advanced software", explain how this software reduces errors by 40% and speeds up delivery.

Demonstrating Capability and Sustainability

Clients need reassurance that you can deliver as promised and sustain quality over time. This section should build confidence in your abilities and long-term viability.

Include evidence of your capacity and capability, such as:

• Case studies of similar successful projects
• Testimonials from satisfied clients
• Key staff qualifications and experience
• Relevant certifications or accreditations

For sustainability, outline your:

• Environmental policies and practices
• Financial stability and business continuity plans
• Quality management systems
• Ongoing training and development programmes

Always proofread your proposal thoroughly to eliminate errors that could undermine your professional image. Ask a colleague to review it as well fresh eyes often spot issues you might miss.

Tailor each proposal to the specific client rather than using generic templates. This personalisation shows your commitment and attention to detail, significantly increasing your chances of success.

Pricing Strategies

Developing an effective pricing strategy is critical to tender success

Before submitting any tender, you must thoroughly understand your costs. Break down all direct costs including materials, labour, equipment and subcontractor fees. Don't forget to account for indirect costs such as overheads, administration and insurance.

Public sector procurement often focuses on value rather than just the lowest price. Your pricing should reflect this by being realistic and sustainable. Avoid underpricing to win the contract, as this can lead to financial difficulties later.

Always submit a firm quotation rather than an estimate. Buyers want certainty, not approximations. Consider the funding constraints of the client organisation, as many public bodies operate with fixed budgets.

Use pricing tables to clearly present your costs, making it easy for evaluators to compare your bid with competitors. Most tenders have a specific pricing schedule.

Balancing Value and Profitability

Your pricing strategy must align with your overall bidding strategy. If you're positioning yourself as a premium provider, your pricing should reflect the added value you deliver through quality, experience or innovation.

Consider the evaluation criteria carefully. If price accounts for 30% of the score and quality 70%, investing in stronger quality responses may justify a higher price point. Conversely, if price weighs heavily, you'll need to find efficiencies without compromising delivery.

Be transparent about how you've arrived at your costs. Breaking down complex pricing demonstrates honesty and helps the buyer understand the value you provide. Highlight cost-saving measures or efficiencies you've included.

Remember that the cheapest bid rarely wins. Focus on demonstrating value for money rather than being the lowest bidder.

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Calculating your competitors pricing

Building Credibility

Establishing credibility in your bid is essential for winning the trust of evaluators. When funders review your proposal, they're looking for evidence that your organisation can deliver on promises and effectively utilise their funding.

Relevant Certifications and Accreditations

Your organisation's certifications and accreditations serve as powerful trust signals to potential funders. Include relevant ISO standards that demonstrate your commitment to quality management systems. Industry-specific certifications like Cyber Essentials for IT projects or RICS accreditation for property development add significant weight to your bid.

Don't merely list certificates—explain their relevance to the specific project. For example, "Our ISO 14001 certification demonstrates our environmental management capabilities, which directly supports the sustainability requirements in section 3.2 of your tender."

Ensure all certification information is current and accurate. Outdated credentials can damage your credibility more than omitting them entirely. Consider creating a simple table showing each certificate, its validity period and its relevance to the bid requirements.

Showcasing Past Success and References

Evidence of previous successes forms the backbone of your bid's credibility. Select case studies that closely match the scope and scale of the project you're bidding for. Quantify your achievements with specific metrics rather than vague statements.

For example, instead of "We completed the project successfully," write "We delivered the community centre renovation 2 weeks ahead of schedule and 5% under budget, resulting in £12,500 savings for the client."

Include testimonials from previous clients who can vouch for your capabilities. Always proofread these references carefully for accuracy and presentation. A poorly formatted testimonial can undermine your professional image.

Create a portfolio of your most relevant projects with before-and-after comparisons where applicable. This visual evidence can significantly strengthen your bid's persuasiveness. Remember that funders need to trust your business will deliver value for money.

Finalising the Bid

The final stages of bid preparation are crucial to your success. Taking time to carefully check your work and handle submission details properly can make the difference between winning and losing a contract opportunity.

Quality Assurance and Compliance Checks

Before submission, thoroughly proofread your entire bid document. Look for spelling and grammatical errors that might undermine your professional credibility. Check that all formatting is consistent and meets the buyer's requirements.

Review your bid against the evaluation criteria to ensure you've addressed every point. Many tenders are scored on a point-by-point basis, so missing even one requirement could cost you the contract.

Verify that all requested attachments and supporting documents are included. Common requirements include financial statements, insurance certificates, and policy documents.

Ask a colleague who hasn't been involved in the writing process to review your bid with fresh eyes. They may spot inconsistencies or areas where your messaging isn't clear.

Create a compliance checklist that maps each tender requirement to where you've addressed it in your response. This helps confirm you haven't overlooked anything important.

Submission and Follow-Up

Submit your bid well before the deadline to avoid technical issues or last-minute problems. Many electronic portals become overloaded near submission deadlines, which could result in a failed upload.

Keep a complete copy of everything you submit. This serves as a valuable reference for future bids and helps if there are any questions about what you proposed.

After submission, prepare for clarification questions. Buyers often request additional information or explanations during their evaluation process. Your prompt, thorough responses can strengthen your position.

Consider requesting feedback regardless of the outcome. When you win, understanding what impressed the evaluators helps reinforce your successful strategy. If unsuccessful, detailed feedback provides invaluable insights for improving future bids.

Track all bid outcomes and analyse your win rate. Identify patterns in successful bids and use this intelligence to refine your approach for future opportunities.