10 Expert Bid Writing Tips to Win More Contracts in the UK
Are you struggling to secure contracts through the bidding process in the UK? You're not alone. Many businesses find bid writing challenging, as it requires a unique set of skills and knowledge. As one of our clients recently shared, "Before working with Thornton & Lowe, we were consistently losing bids. We knew we had a great offering, but we struggled to communicate it effectively in our proposals."
By following these expert bid writing tips, you can increase your chances of success and stand out from the competition.
1. Understand Your Client's Needs and Requirements
To create a winning bid, you must first gain a deep understanding of your client and their specific needs.
- Thoroughly research the client, their industry, and the challenges they face
- Review the client's website, annual reports, and other publicly available information to gain insights into their goals and objectives
- Identify the client's key decision-making criteria and priorities
- Tailor your bid to address the client's specific requirements and demonstrate how your solution aligns with their needs
2. Meticulously Follow Bid Guidelines and Instructions
Compliance with bid guidelines and instructions is essential to avoid disqualification and show your commitment to the process.
- Carefully read and analyse the evaluation criteria and scoring matrix, if provided
- Ensure your responses directly address the highest-scoring requirements
- Provide relevant evidence, case studies, and examples to demonstrate your expertise and added value
- Mirror the client's language and terminology to show your understanding and alignment
3. Craft Clear, Concise, and Persuasive Content
Your bid's success depends on your ability to communicate your message effectively through clear, concise, and persuasive language.
- Write with your audience in mind, avoiding jargon and complex sentences
- Use simple, easy-to-understand language that resonates with both technical and non-technical reviewers
- Highlight your unique selling points, competitive advantages, and value proposition
- Employ persuasive techniques like social proof, scarcity, and authority to build trust and credibility
4. Implement a Structured Bid Management Process
Effective bid management is crucial for producing high-quality, winning bids consistently.
- Assign clear roles and responsibilities to team members based on their expertise
- Collaborate with subject matter experts to gather accurate, detailed, and up-to-date information
- Establish a realistic timeline with milestones and deadlines to keep the project on track
- Conduct regular check-ins and reviews to ensure quality, consistency, and compliance
- Focus on bids that align with your organisation's strengths, capabilities, and strategic objectives
5. Design a Professional and Visually Appealing Document
A well-designed, professional-looking bid document can make a lasting impression on evaluators and set you apart from the competition.
- Use a consistent and professional layout, font, and colour scheme throughout your bid
- Incorporate your organisation's branding elements, such as your logo and brand colours, to create a cohesive look
- Use headings, subheadings, and bullet points to break up text and make your bid easy to navigate
- Include high-quality visuals, such as diagrams, charts, or images, to illustrate key points and break up long sections of text
- Proofread and review your document multiple times to eliminate any spelling, grammar, or formatting errors
6. Demonstrate Compliance and Exceed Expectations
To win more contracts, you must not only demonstrate compliance with the client's requirements but also showcase how you can exceed their expectations.
- Use a compliance matrix to map your solution to each requirement and specification
- Provide concrete examples and evidence of how you have successfully delivered similar projects in the past
- Identify areas where you can add value beyond the stated requirements, such as innovative approaches, sustainability initiatives, or social value contributions
- Explain how your solution addresses the client's pain points and delivers measurable results
7. Provide Proof and Evidence to Support Your Claims
Strengthening your bid with proof and evidence is crucial to building credibility and trust with the client.
- Include relevant statistics, case studies, and testimonials that demonstrate your expertise and track record of success
- Use data visualisations, such as charts and graphs, to make your evidence more engaging and easy to understand
- Reference industry reports, whitepapers, or best practice guides to show your knowledge and alignment with industry standards
- Ensure all evidence is current, accurate, and properly cited
8. Manage Risks and Address Potential Challenges
Proactively addressing potential risks and challenges in your bid demonstrates your expertise and instils confidence in your ability to deliver the project successfully.
- Identify potential risks associated with the project, such as delays, cost overruns, or quality issues
- Develop a comprehensive risk management plan that outlines strategies for mitigating or managing these risks
- Explain how you will respond to potential challenges and ensure continuity of service
- Highlight your experience in successfully managing similar risks in previous projects
9. Offer Competitive and Transparent Pricing
Your pricing strategy should be competitive, transparent, and aligned with the client's budget and expectations.
- Clearly outline your pricing structure, including any assumptions or exclusions
- Break down costs by key deliverables or milestones to provide transparency
- Demonstrate how your pricing offers value for money and aligns with market rates
- Consider offering flexible pricing options or value-added services to differentiate your proposal
10. Learn from Past Submissions and Continuously Improve
Continuously evaluating and refining your bid writing process is essential for staying competitive and improving your win rate over time.
- Conduct a thorough debriefing session after each bid submission to identify strengths, weaknesses, and areas for improvement
- Seek feedback from clients, win or lose, to gain valuable insights into their decision-making process
- Regularly review and update your bid library, templates, and resources to ensure they remain relevant and effective
- Invest in ongoing training and development for your bid team to stay current with industry best practices and trends
- Monitor your competitors' bids and benchmark your performance to identify opportunities for improvement
Speak with a bid writing expert today
Talk to usCommon Bid Writing Mistakes to Avoid
To maximise your chances of success, be sure to avoid these common bid writing pitfalls:
- Failing to fully answer the question or address all requirements
- Providing generic or irrelevant information that doesn't demonstrate your understanding of the buyer's needs
- Using jargon or technical language that may confuse or alienate evaluators
- Neglecting to proofread and review your bid for errors, inconsistencies, or formatting issues
- Submitting your bid after the deadline or failing to follow the specified submission instructions
- Overusing buzzwords, cliches or unsupported claims without providing proper evidence or examples
- Underestimating the importance of a well-structured, visually appealing bid document
Frequently Asked Questions (FAQ)
How long should a bid be?
The length of your bid will depend on the specific requirements and word count limits set out in the tender documents. Always aim to be concise and relevant, while ensuring you fully address all requirements and evaluation criteria.
How can I make my bid stand out from the competition?
To make your bid stand out, focus on demonstrating your unique value proposition, providing compelling evidence and examples, and ensuring your bid is visually appealing and easy to navigate. Show that you fully understand the buyer's needs and priorities, and tailor your bid accordingly. The more tailored your bid the more reassurance you provide the buyer. It should be highly practical and consider the all the specific details involved of delivering the contract.
How important is the price in a bid?
While price is certainly an important factor, it is not the only consideration. Buyers are often looking for the best overall value, which includes factors such as quality, expertise, innovation, and risk management. Ensure your pricing is competitive, but don't compromise on demonstrating the value you can bring to the project.
How can I improve my bid writing skills?
Improving your bid writing skills takes time and practice. Consider investing in bid writing training or resources, seeking feedback from colleagues or mentors, and regularly reviewing and analysing successful bids in your industry. Continuously refine your processes and stay up to date with industry best practices.
Should I use external bid writing support?
Engaging external bid writing support, such as the services offered by Thornton & Lowe, can be highly beneficial. External experts bring a wealth of experience, knowledge, and a fresh perspective to your bids, helping you maximise your chances of success. They can also provide valuable insights into industry best practices and help you identify areas for improvement.
Key Takeaways
- Understand the buyer's priorities and tailor your bid accordingly
- Follow a step-by-step approach to planning, writing, reviewing, and submitting your bid
- Provide compelling evidence and examples to support your claims
- Maximise your bid's visual appeal through consistent formatting, branding, and visuals
- Avoid common bid writing mistakes, such as failing to address all requirements or using jargon
- Continuously improve your bid writing skills through training, feedback, and analysis
Unlock Your Bidding Potential with Thornton & Lowe
At Thornton & Lowe, we have a proven track record of helping businesses like yours win more contracts through our comprehensive bid writing services. Our team of experienced bid writers, managers, and trainers can work closely with you to develop a tailored approach that maximises your chances of success.
Whether you need support with a specific bid, ongoing bid management, or training to upskill your in-house team, we have the expertise and resources to help you achieve your goals. Contact us today to discuss your requirements and learn how we can help you unlock your bidding potential.
For more information and resources on bid writing and procurement, visit:
Bid Writing Training Courses
Thornton & Lowe offers comprehensive bid writing training courses designed to help individuals and businesses strategically plan and write clear, concise, competitive and compelling bids. Our 1 day bid writing course provides practical advice and tips on how to bid and start securing formal contract opportunities, while our 2 day bid writing course or masterclass offers a more in-depth training experience. Both courses can be attended online or in-person.
We also offer bespoke bid writing training packages tailored to suit the specific needs of your business. These in-house bid training courses are delivered at your premises and focus on addressing your particular tendering challenges.
For those new to the world of bidding, our bid writing for beginners course is an excellent starting point. Professional services firms can also benefit from our specialised bid writing training for professional services, which provides the tools and techniques to craft compelling proposals and grow your consultancy business.
