Getting onto a public sector framework agreement is a big achievement. Too often, though, suppliers assume that simply being listed on a framework or dynamic purchasing system (DPS) guarantees work. In fact, it’s only the beginning: though you’re pre-approved to bid, you still have to put in the work to win the contract. Competition remains fierce, and buyers need clear, credible reasons to choose you over others. That’s why you need a proactive strategy.
At Thornton & Lowe, we work with hundreds of suppliers to help them not only win places on frameworks, but also to turn those places into real contracts. In this post, we’re sharing five expert-backed tips to help you stand out, build buyer confidence, and win more work through framework agreements. Whether you’re new to frameworks or just looking to win more bids, these insights will help you take the next step.
Tip #1: Get on the Right Frameworks and Get the Most Out of Them
Securing a place on a framework agreement or DPS is a gateway into the public sector. However, not all frameworks are created equal, and your work doesn’t stop once you're on the list. Here’s what our experts say.
Choose the Right Framework for Your Market
Before applying, research which frameworks your target buyers actually use. For example:
- CCS RM6264 (Non-Clinical Staffing) is frequently used by NHS Trusts.
- YPO frameworks are often favoured by schools and local authorities.
- Bloom NEPRO can provide access to consultancy and professional services routes across the UK.
Doing your research and applying to the right frameworks can help you to secure the most suitable (and lucrative) work for your business.
Make Sure You’re Actually Visible
Being listed on a framework agreement isn’t enough. Buyers need to know:
- That you’re on the framework
- What you offer
- How they can buy from you
This means keeping your profile up to date on procurement portals like Jaggaer, Proactis, or Atamis, and making sure your contact and service information is easy to find.
Let People Know
Once approved, it’s time to shout about it. Add your framework agreement references to:
- Your website
- LinkedIn bio or posts
- Email signatures and proposals
- Digital brochures or case studies
Doing this can help to add credibility and simplify the buying process for your prospects.
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Speak to our expertsTip #2: Promote Your Framework Status with a Targeted Marketing Plan
Suppliers that succeed in the public sector know how to promote their framework status as a competitive advantage. Here are some ways you can market it.
Build a Simple but Strategic Marketing Plan
Don’t overcomplicate things. A basic marketing plan should cover:
- Who your target public sector buyers are (e.g. schools, councils, NHS trusts)
- Where they engage: LinkedIn, trade events, email, sector publications
- How to communicate your framework value clearly and consistently
Focus on showing that you’re compliant and ready to deliver.
Use the Right Language to Build Trust
Language matters. Framework-specific messaging builds instant credibility. For example:
- “Procurement-ready via CCS RM6264”
- “YPO-approved supplier of CCTV solutions”
- “Available through Bloom NEPRO or G-Cloud framework agreements”
This helps to signal to buyers that you’re a safe pair of hands, not a risky bet.
Make It Easy for Buyers
- Add “How to Buy” pages or explainer sections to your website.
- Include a one-page framework summary in your sales pack.
- Use LinkedIn posts and PDF downloads to highlight your framework options.
Top tip: If you're one of a small group of suppliers on a niche or local framework agreement, make a big deal of it!
Tip #3: Know the Rules of Engagement
Every framework or DPS comes with its own set of procurement rules. Understanding them is key to unlocking real opportunities. Suppliers who know how to navigate the process are far more likely to convert framework access into contracts.
Can Buyers Direct Award to You?
One of the most valuable questions you can ask is: “Can buyers direct award through this framework?”
If they can, then your job is to:
- Build trust with the buyer
- Make it easy for them to justify choosing your business
- Highlight speed, compliance, and value for money
If they can’t, you’ll need to be ready to respond to mini competitions, often quickly and with tailored proposals.
Know the Process and Timelines
Framework competitions can move fast. Stay up to date with:
- How opportunities are issued (email invite, portal upload, etc.)
- Typical timelines for response
- Evaluation criteria and weighting
Top tip: Framework managers often follow patterns. Pay attention to buyer behaviour across mini competitions and learn from each attempt.
Ask for and Read the Call-Off Guidance
Many framework agreements issue call-off guides for buyers and suppliers. This is a document provided by the framework authority (such as the Crown Commercial Service) that explains how public sector buyers can purchase from suppliers on the framework. They usually include:
- The steps buyers must follow to award work (direct award vs. mini competition)
- How to assess value for money and meet compliance requirements
- Any mandatory procedures, such as transparency or evaluation rules
Knowing this puts you ahead of most competitors, many of whom never read the small print. You’ll also gain the advantage of understanding the process from the buyer’s point of view, which means that you can help to guide them through it.
Tip #4: Tailor Your Messaging by Sector
Public sector buyers aren’t a monolith. A message that works for a local council won’t necessarily resonate with an NHS Trust. That’s why you need to make sure you’re speaking the buyer’s language. Tailoring your messaging to reflect each sector’s unique priorities, challenges, and language will help to maximise your impact.
Why Sector-Specific Messaging Matters
Buyers want to know three things:
- Do you understand their world?
- Have you worked with organisations like them before?
- Will your solution address their specific problems?
Generic messaging says, “we do security for everyone.” Tailored messaging says, “we help academies reduce safeguarding risks with CCTV that’s compliant with DfE guidance.” It’s easy to see which one wins the bid.
Examples of Tailored Messaging
- Multi Academy Trusts (MATs)
“5 Modern Security Risks Facing Academies in 2025”
“Compliant CCTV Solutions for Growing MATs” - Housing Associations
“Reducing Security Costs Through Framework Access”
“Remote Monitoring to Cut ASB Response Times” - Local Authorities
“Delivering ROI in Year One Through Framework Procurement”
“Out-of-Hours Services Designed for Public Realm Teams” - Healthcare/NHS
“CQC-Compliant Solutions, Available via CCS RM6264”
“Reducing Pressure on Estates Teams through Framework Access”
Where to Use This Messaging
- Landing pages and bid documents
- LinkedIn thought-leadership posts
- Email outreach
- Webinars or downloadable resources
Top tip: Use buyer personas or sector insight reports to build sharper, more empathetic messages. Bonus points for using their acronyms, compliance references, and performance metrics.
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Talk to usTip #5: Stay Ahead
Being on a framework gives you a platform for growth. The suppliers who win consistently are those who track live opportunities, engage with buyers, and plan strategically for the long term.
Use Tools to Monitor Opportunities
Digital tools like Tender Pipeline, Contracts Finder, and Find a Tender can help you to:
- Identify which framework agreements are actively being used
- Discover new buyer behaviour and trends
Taking this approach can help you to both find and win new contracts.
Top tip: Set up alerts and saved searches by CPV code, framework name, or buyer category to automate your pipeline monitoring.
Analyse Buyer Spend and Procurement Habits
- Who's spending through the framework agreements you're on?
- Are they favouring direct awards or running mini competitions?
- Are they working with competitors already?
Use tools like Spend Network or freedom of information (FOI) requests to gather actionable intelligence.
Nurture Relationships
Frameworks often restrict formal sales activity, but that doesn’t mean you can’t engage early. You can:
- Attend sector-specific events and webinars
- Connect with procurement leads on LinkedIn
- Offer useful insights like “security audits”, “compliance reviews”, or “budget planning workshops” before the opportunity arises
Buyers remember suppliers who add value early.
Build a Framework Agreement Growth Plan
Treat each framework like a mini-market:
- Set goals: e.g. 10 qualified opportunities per quarter
- Build campaigns: webinars, downloads, case studies
- Track performance: bid conversion, buyer engagement, win rates
Top tip: Create an internal dashboard to keep your team focused on framework ROI.
Need Help Turning Framework Agreement Access into Real Wins?
At Thornton & Lowe, we’ve helped hundreds of suppliers secure and maximise their place on major frameworks and dynamic purchasing systems. So, whether you need help with:
- Navigating mini competitions
- Shaping your public sector messaging
- Training your team on how frameworks work
- Or building a strategy to increase ROI…
…we’re here to help! Get in touch with our team today to see how we can support your journey.
