The Tender Writing Playbook: Strategies for Success

Introduction to Tender Writing

Tender writing is increasingly a must-have when it comes to winning both public and private sector tenders. A well-written tender response demonstrates not only your ability to meet the buyer’s needs but also why your business is the best choice. However, the process can be complex, requiring a clear understanding of requirements, strategic planning, and strong writing skills.

At Thornton & Lowe, we support businesses with tender writing at every stage - from understanding specifications to crafting responses that score highly. This section explores the importance of tender writing, the common challenges businesses face, and how expert guidance can improve your success rate.

Winning Contracts Through Successful Bid and Tender Writing

Submitting a quality tender response can open the door to new opportunities, providing long-term contracts, repeat business, and financial stability. Buyers are not just looking for the lowest price - they want suppliers who understand their needs and can demonstrate quality, reliability, and added value.

Effective tender writing ensures your submission is clear, compelling, and fully compliant with the evaluation criteria. This means addressing every requirement in a structured way, showcasing your expertise, and backing up claims with evidence. Strong responses don’t just answer the questions - they tell a story of capability, experience, and value.

Challenges of Responding to Tenders

Many businesses find the tendering process challenging, especially if they lack experience or a dedicated bid team. Some of the most common difficulties include:

• Understanding complex tender documents – Buyers often provide large volumes of information, making it hard to identify key requirements.
• Tight deadlines – Tender responses must be well-planned to ensure they are completed, reviewed, and submitted on time.
• Writing clear and persuasive responses – Answering questions effectively while staying concise and compliant with word limits is an important skill.
• Demonstrating added value – Bidders must highlight their strengths beyond simply meeting the contract requirements.
• Pricing competitively – Balancing cost and quality to offer value for money without underpricing can be a challenge.

These factors can make the difference between a winning tender and a lost opportunity, which is why careful planning and a structured approach are essential.

How Thornton & Lowe Supports Businesses in Improving Tender Responses

With extensive experience in bid writing and tender management, Thornton & Lowe helps businesses at every stage of the process. Our team of bid writers and consultants work closely with clients to:

• Analyse tender requirements to ensure responses align with evaluation criteria.
• Develop winning strategies that highlight unique selling points and added value.
• Write clear, structured, and persuasive responses that maximise scores.
• Review and refine bids before submission to improve quality and compliance.
• Provide bid training to help businesses strengthen their in-house tender writing skills.

Whether you need full bid support or assistance with specific elements, our expertise ensures your responses are as strong as possible.

Understanding Tender Requirements and Specifications

Read and Understand the Tender Documents

Carefully reviewing all tender documents is essential before starting your response. Buyers provide key information, including specifications, evaluation criteria, contract requirements, and submission instructions. Missing details or misinterpreting requirements can lead to lost marks or disqualification.

Key steps when reviewing tender documents:

• Identify the buyer’s priorities – Understand what they need, their objectives, and any specific challenges they mention.
• Highlight key requirements – Note compliance criteria, word limits, formatting rules, and any mandatory documents.
• Clarify any uncertainties – If anything is unclear, use the clarification period to ask questions. All responses are shared with bidders.

Missing even a small requirement such as failing to submit a supporting document - can make a bid non-compliant, so a structured review process is essential.

Evaluation Criteria and Weightings

Tender responses are scored based on predefined criteria, usually outlined in the invitation to tender (ITT) or request for proposal (RFP). Buyers allocate weightings to different sections, reflecting their importance.

Common evaluation weightings:

• Price (e.g. 40%) – Competitive pricing is important, but lowest cost doesn’t always win. Buyers assess value for money, not just cost.
• Quality (e.g. 30%) – Responses must demonstrate how the service or product meets requirements, including technical capability and service delivery.
• Experience and expertise (e.g. 20%) – Strong examples and case studies prove the bidder’s ability to deliver similar contracts.
• Social value (e.g. 10%) – Increasingly important in public sector tenders, covering local employment, sustainability, and community benefits.

Understanding these weightings helps prioritise where to focus effort. A bid with a high quality score can still win even if it’s not the cheapest. Always structure responses to align with the evaluation criteria and provide evidence to maximise marks.

Developing Your Tender Writing Strategy

Plan and Organise Your Response

Once you understand the tender requirements, the next step is to plan and organise your response. A well-structured approach helps ensure compliance, maintains consistency, and allows enough time for review before submission.

Start by breaking down the tender document into manageable sections. Large tenders can feel overwhelming, but dividing the work makes it easier to track progress. Assign responsibilities based on expertise - technical responses should come from subject matter experts, while pricing and commercial sections may require input from finance teams.

Creating a timeline is essential. Work backwards from the submission deadline, setting realistic internal deadlines for each stage of the response. This should include:

• Initial content drafting
• Internal reviews and revisions
• Final proofreading and compliance checks
• Uploading and submission well ahead of the deadline

Using a bid planning template or checklist ensures that nothing is missed. Many tenders have strict formatting and submission rules, so a structured plan prevents errors that could result in disqualification. Project management tools can also help teams collaborate effectively, especially when multiple contributors are involved.

Develop a Winning Strategy

A well-written tender isn’t just about answering the questions - it needs a clear strategy that makes your submission stand out. Buyers receive multiple responses, so positioning your business as the best choice is key.

Start by identifying your unique selling points (USPs) - the aspects of your business that differentiate you from competitors. This could be superior service levels, innovative solutions, strong industry experience, or a proven track record of success. Buyers want reassurance that they are selecting a reliable supplier who can deliver value beyond simply meeting the specification.

Research the buyer thoroughly. Understanding their objectives, pain points, and wider strategic goals will help you tailor your response. If they have existing suppliers, consider how you can highlight improvements or added value in your proposal.

Evidence is essential in building credibility. Use specific examples, case studies, and measurable data to support your claims. Simply stating that you provide excellent service isn’t enough - demonstrating how you have delivered measurable benefits in previous contracts will strengthen your submission.

A good strategy combines a well-structured approach, a clear value proposition, and a persuasive, evidence-based response. By planning carefully and aligning your bid with the buyer’s needs, you improve your chances of scoring highly and securing the contract.

Writing Clear and Persuasive Tender Responses

Write Clear, Concise, and Compelling Content

A well-written tender response should be clear, structured, and focused on answering the buyer’s questions directly. Clarity is key - tender evaluators often have limited time, so responses that are easy to read and follow will perform better.

• Avoid unnecessary complexity – Use direct, straightforward language. If industry-specific terminology is required, ensure it’s relevant and explained where needed.
• Stay concise while covering all required detail – Responses should be informative but to the point. Unfocused or overly lengthy answers can dilute your key messages.
• Structure responses effectively – Use headings and subheadings to separate key points, bullet points where appropriate, and paragraphs that flow logically.
• Tailor content to the buyer’s priorities – If the tender documents highlight specific themes or objectives, ensure your response reflects these and provides direct, relevant answers.
• Use real evidence – General claims such as “we deliver high-quality service” should always be supported by measurable outcomes, examples, or testimonials.

Presentation also matters. Even if tenders are submitted digitally, a well-formatted response can make a significant difference. Tables, diagrams, and charts can be useful to illustrate key points, but they should enhance understanding rather than just add visual appeal.

Highlight Your Relevant Experience and Expertise

Demonstrating experience is essential for building trust and proving capability. Buyers want to see evidence that you have successfully delivered similar work before.

A strong response should:

• Provide case studies – Instead of just listing past contracts, outline the challenge, your solution, and the results achieved. Where possible, include quantifiable benefits such as cost savings, efficiency improvements, or measurable performance data.
• Use client testimonials – Where allowed, include statements from previous customers to reinforce claims of reliability and quality.
• Show qualifications and accreditations – Buyers often look for specific industry certifications (e.g., ISO, CHAS, SafeContractor). If relevant, highlight these within the response.
• Include relevant team expertise – If personnel play a key role in contract delivery, outline their experience, qualifications, and past successes.

A well-evidenced response helps evaluators trust that you can deliver - not just because you say so, but because you’ve done it before.

Addressing Risk, Compliance, and Tender Evaluation Criteria

Address Risk and Compliance

Buyers want reassurance that suppliers can deliver the contract effectively, manage risks, and meet all legal and regulatory requirements. A strong tender response should show that you understand potential risks and have robust processes in place to manage them.

Key areas to cover:

• Risk Identification and Mitigation – Acknowledge potential risks related to the contract (e.g., supply chain issues, staff availability, regulatory changes) and explain how you proactively manage them. Providing an example of how you have successfully mitigated risks in past contracts can strengthen your response.
• Regulatory and Industry Compliance – Ensure your response clearly demonstrates adherence to relevant laws, standards, and best practices. This may include health and safety, environmental policies, GDPR, data security, or industry-specific accreditations.
• Quality Assurance Processes – Outline how you monitor service delivery, ensure consistency, and handle issues. This could include ISO certifications, internal auditing systems, or dedicated quality control teams.
• Business Continuity and Contingency Planning – Buyers want to see that you have plans in place to continue delivering services in case of disruption. If applicable, mention backup suppliers, staff training for crisis scenarios, or systems that prevent service delays.

Tender responses that identify risks upfront and offer clear, practical solutions will demonstrate reliability and build confidence in your ability to deliver.

Tailoring Responses to Tender Evaluation Criteria

Each tender is scored based on published criteria, so understanding how to align your response with the buyer’s priorities is key to maximising your score.

Steps to improve your scoring potential:

1. Analyse the Weightings – Higher-weighted sections (e.g., quality vs price) indicate where the buyer places the most importance. Ensure your best evidence and strongest writing focus on these areas.
2. Answer Exactly What is Asked – Many bidders lose marks by providing irrelevant detail or failing to address the question directly. Break down the question and structure your response accordingly.
3. Demonstrate Compliance Clearly – If a buyer asks about experience, state it, evidence it, and explain its relevance to their contract. Use structured responses that highlight key requirements and show exactly how you meet them.
4. Use Scoring Guidance to Your Advantage – Some tenders provide scoring matrices (e.g., 0-5 or 0-10). Look at what earns top marks and structure your response accordingly. For example, if a “5” requires specific evidence, include a strong example.
5. Link Back to the Buyer’s Priorities – Whether it’s cost-effectiveness, innovation, or sustainability, reinforce how your approach aligns with their goals.

Incorporating Social Value into Your Tender Writing

Social Value: Your Resource Tool to Responding to Social Value Questions

Public sector tenders increasingly require suppliers to demonstrate how they will contribute to wider social, economic, and environmental benefits. In many cases, social value accounts for 10-20% of the overall evaluation score, meaning a weak response can significantly reduce your chances of winning a contract.

To score well, your response must go beyond general statements and provide clear, measurable, and contract-specific commitments. Buyers want evidence that your business can deliver meaningful social value outcomes aligned with their priorities. Key areas they may assess include:

• Employment and Skills Development – Creating jobs, apprenticeships, or training opportunities, particularly for underrepresented groups.
• Community Engagement – Supporting local charities, providing work experience placements, or delivering educational initiatives.
• Environmental Sustainability – Reducing carbon emissions, improving energy efficiency, or adopting circular economy practices.
• Diversity and Inclusion – Ensuring equal opportunities within your workforce and supply chain, supporting SMEs and social enterprises.

A generic response such as "We will support local employment and improve sustainability" will not score well. Instead, your commitments should be specific, detailed, and quantifiable.

For example, instead of saying:
❌ "We will create apprenticeships to support young people."

A stronger response would be:
✅ "We will recruit two Level 3 Business Administration apprentices from the local area within the first six months of the contract. They will complete a 12-month training programme with industry-recognised qualifications, supported by in-house mentoring and structured career progression pathways."

By including real numbers, timelines, and delivery methods, you provide the buyer with confidence in your ability to deliver measurable outcomes.

The Social Value Model and TOMs Framework

Buyers often use structured models to assess social value, with the Social Value Model and the TOMs (Themes, Outcomes, and Measures) Framework being the most common in UK public procurement. Understanding these approaches will help you align your response to what the buyer is expecting.

The Social Value Model sets out five key themes:

• Supporting COVID-19 recovery
• Tackling economic inequality
• Fighting climate change
• Promoting well-being
• Strengthening supply chains and ethical practices

Tenders using this model may ask direct questions related to these themes, requiring bidders to explain how they will contribute to the relevant areas.

The TOMs Framework (Themes, Outcomes, and Measures) takes a more quantifiable approach, with buyers asking for measurable commitments. For example, a tender may require bidders to state:

• The number of jobs they will create for local residents.
• The amount of carbon emissions they will reduce through contract delivery.
• The percentage of spend allocated to SMEs or social enterprises.

If a tender references either of these frameworks, it’s essential to match your response to the structure and expectations of the model used. Where possible, include specific metrics, timeframes, and reporting methods to demonstrate how social value will be tracked and delivered.

Preparing for Social Value Tender Questions

To develop a strong, high-scoring response, your approach should be both strategic and evidence-based. Buyers want to see that your commitments are realistic, measurable, and aligned with their local priorities.

Research the Buyer’s Social Value Priorities

1. Many organisations publish their social value policies, frameworks, or previous successful supplier commitments online. Reviewing these can provide useful insights into what they value most.
2. For local authority tenders, check whether they have specific employment targets, sustainability goals, or commitments to SME engagement.

Tailor Your Response to the Contract

1. Avoid generic social value promises. Instead, link your initiatives directly to the contract’s location, industry, and service delivery.
2. Example: If bidding for a construction contract, focus on hiring local labour, providing apprenticeships in skilled trades, and using sustainable materials. If bidding for a cleaning services contract, highlight eco-friendly cleaning practices and staff well-being initiatives.

Use SMART Objectives (Specific, Measurable, Achievable, Relevant, Time-bound)

1. Responses should be highly specific, outlining exactly what will be delivered, by when, and how it will be measured.
2. Example of a weak response: "We will reduce our environmental impact and improve sustainability."
3. Example of a strong response: "By Year 2 of the contract, we will reduce plastic waste by 40% through the introduction of refillable cleaning products, documented via quarterly waste audits submitted to the buyer."

Provide Evidence of Past Social Value Delivery

1. Buyers want to see proof that you can deliver on your commitments. If you have implemented similar social value initiatives before, provide case studies or examples.
2. Example: "In our last public sector contract, we provided 500 hours of free skills training to unemployed individuals, with a 60% transition into full-time employment. We will replicate this approach in this contract by working with local training providers and Jobcentre Plus."

Explain How You Will Monitor and Report Social Value Outcomes

• Many tenders require ongoing tracking of social value commitments. Clearly outline how you will measure, verify, and report on progress.
• Example: "We will submit quarterly social value reports detailing employment statistics, carbon reduction figures, and community engagement activities. Data will be independently audited and reviewed at contract performance meetings."

By developing a structured, evidence-backed response that aligns with the buyer’s expectations, your social value submission will be far stronger and more likely to achieve high scores.

Managing the Tender Writing Process Efficiently

Tender writing is complex, involving multiple contributors, strict deadlines, and detailed compliance requirements. Without an organised process, businesses risk wasting resources, missing key details, or submitting a bid that fails to maximise scoring opportunities. A structured, practical approach is essential to ensure bids are clear, persuasive, and aligned with buyer expectations.

Qualifying the Right Opportunities

Not every tender is worth pursuing. Submitting bids for contracts that do not align with your capabilities, pricing model, or experience can stretch internal resources without delivering a return. An efficient tender writing process begins with rigorous bid qualification, assessing:

• Experience and Capability – Do you have a track record of delivering similar contracts? If not, do you have partnerships or subcontractors who can fill any gaps?
• Contract Value vs. Delivery Costs – Is the contract financially viable, factoring in all staffing, compliance, and operational costs?
• Incumbent Supplier Position – Does an existing supplier have an advantage that makes winning unrealistic?
• Evaluation Weightings – If price is heavily weighted and your costs are higher, is there enough emphasis on quality or added value to remain competitive?

This process avoids time spent on 'unwinnable' bids, focusing efforts on tenders where you have a realistic chance of success.

Breaking the Tender Down into Manageable Stages

Once a tender has been qualified, breaking it down into key stages and internal deadlines ensures the writing process remains structured. Many organisations fail because they start too late or underestimate how long it takes to produce a high-scoring submission.

A clear timeline should be established, covering:

1. Document Review and Clarifications – Fully understanding the specification, contract requirements, and evaluation criteria before starting the response. If anything is unclear, submitting clarification questions early ensures time to address any issues.
2. Response Planning and Content Gathering – Assigning responsibilities to the right team members, gathering technical input, pricing details, and supporting documents.
3. First Draft Development – Writing initial responses with a focus on clarity, completeness, and alignment with scoring criteria.
4. Internal Review and Refinement – Checking content for compliance, persuasiveness, and relevance to the buyer's priorities.
5. Final Proofreading and Submission – Ensuring all responses, attachments, and portal uploads are correctly formatted and error-free before submitting the bid.

Each stage should have its own deadline, allowing enough time for feedback, revisions, and a final compliance check before submission!

Building a Centralised Tender Library

Many businesses waste time rewriting standard content for every bid. While every tender response must be tailored, having a well-organised, centralised repository (bid library) of pre-approved content can significantly improve efficiency. This should include:

• Company Policies and Certifications – Pre-written responses covering health and safety, environmental management, equality and diversity, GDPR compliance, and other key areas.
• Case Studies and Evidence-Based Content – Detailed examples of past project successes, measurable outcomes, and client testimonials.
• Technical and Methodology Statements – Standard descriptions of service delivery models, innovation, risk management, and quality assurance processes.

Ensuring Strong Team Coordination

Tender writing involves multiple contributors - bid writers, technical specialists, finance teams, legal advisors, and senior reviewers. Without clear coordination, the process can become disjointed, rushed, or inconsistent.

To prevent this, teams should:

• Assign sections based on subject matter expertise, ensuring that technical details, pricing models, and service delivery plans are written by those with the most relevant knowledge.
• Hold regular check-ins throughout the writing process to monitor progress, resolve bottlenecks, and ensure consistency across responses.
• Maintain a single version control system to avoid conflicting edits, outdated information, or duplication of content.

For complex or high-value tenders, using bid management software can improve collaboration, ensuring that each contributor works within a structured framework. Email hello@thorntonandlowe.com to demo both our Tender Pipeline and Tender Library bid software solutions.

Refining Responses to Maximise Scores

Even a well-structured bid can lose marks if responses are too generic, unclear, or fail to demonstrate added value. Each response must be specific, evidence-based, and tailored to the buyer’s needs.

Key considerations during the writing process include:

• Addressing All Aspects of the Question – Many tender responses lose points because they only partially answer the question. If a buyer asks for experience, methodology, and risk mitigation in a single question, every part must be covered in full.
• Using Clear, Impactful Language – Responses should be concise but detailed, avoiding vague statements that do not provide measurable outcomes or proof.
• Emphasising Value Beyond Compliance – A strong bid does not just meet the buyer’s requirements but demonstrates why your solution is the best choice, highlighting benefits such as cost savings, efficiency improvements, and risk reduction.

Final Submission and Deadline Management

Tender portals can be unforgiving when it comes to late or incorrectly formatted submissions. Leaving submission to the final hours increases the risk of technical failures, missing attachments, or last-minute errors.

To avoid this, best practices include:

• Uploading drafts early to identify any issues with file formats, word limits, or system compatibility.
• Double-checking compliance requirements - ensuring that all documents, pricing tables, and response fields are completed correctly.
• Allowing time for a final review so that the submission is polished, professional, and free from errors before the deadline.

For complex tenders, submitting at least 24 hours in advance provides a buffer against any unforeseen technical issues or missing elements.

Why an Efficient Tender Writing Process Matters

A disorganised tendering process leads to missed opportunities, rushed responses, and lower success rates. By implementing a structured, methodical approach, businesses can ensure that tenders are:

• Strategically targeted - Only pursuing opportunities with a realistic chance of success.
• Professionally written - Clear, persuasive, and fully aligned with the buyer’s evaluation criteria.
• Submitted without last-minute stress - Giving teams the time and confidence to refine responses for maximum impact.

Winning tenders is not just about what you write - it’s about how efficiently and effectively you manage the process. A well-planned, well-executed tender writing system significantly increases the chances of securing contracts, ensuring that every bid is a competitive, high-scoring submission.

Pricing Strategies for Competitive Tender Submissions

Pricing plays a significant role in tender evaluations, but it is rarely about being the cheapest bidder. Buyers focus on value for money, balancing cost with quality, technical capability, and social value. Understanding how pricing is assessed and how to structure a competitive pricing submission is key to securing higher scores.

Understanding Price Evaluation: The Shift from MEAT to MAT

Historically, tenders were assessed using MEAT (Most Economically Advantageous Tender), which balanced price and quality. However, with the introduction of the Procurement Act 2023, there has been a shift towards MAT (Most Advantageous Tender). This change allows contracting authorities to place an even greater focus on quality, social value, and broader long-term benefits rather than just economic cost.

For bidders, this means:

• A stronger emphasis on demonstrating value over cost - bidders who excel in quality and social value can compete even if their price is not the lowest.
• More scrutiny on whole-life costs - environmental impact, efficiency savings, and innovation may hold more weight than just the upfront price.
• Greater flexibility in price/quality weightings - some contracts may reduce price weighting in favour of qualitative factors.

Despite this shift, price still remains a deciding factor in many tenders, particularly where budgets are tight. Understanding how to balance cost competitiveness with a strong quality score is essential.

Developing a Competitive and Sustainable Pricing Strategy

An effective pricing strategy must be both competitive and financially viable. Many businesses fall into the trap of undercutting pricing to win contracts, only to find they cannot deliver profitably. Conversely, overpricing without justification can make a submission uncompetitive.

A pricing response should include:

Full Costing of the Contract - Every tender submission should begin with a detailed cost analysis, ensuring all direct and indirect costs are accounted for. This includes:

1. Labour (salaries, subcontractors, training costs)
2. Materials and equipment
3. Compliance and regulatory costs (insurance, certifications, reporting requirements)
4. Project management and overheads
5. Inflation adjustments (for multi-year contracts)

Pricing Models That Align with the Buyer’s Expectations - Different tenders require different pricing approaches. Understanding how the buyer wants costs to be presented can prevent misalignment that could affect evaluation scores.

The buyer will often develop a pricing schedule to ensure consistency and stop bidders going wrong!

Common pricing models include:

• Fixed Pricing – A set cost for delivering the contract scope.
• Unit Rates – Pricing based on usage, such as hourly rates or per-unit charges.
• Milestone Payments – Payments tied to contract deliverables or performance targets.

Accounting for Whole-Life Costs - Under MAT principles, buyers may look at the total cost of ownership rather than just upfront pricing. Demonstrating efficiency savings or cost reductions over time can make your bid more attractive. This could include:

1. Lower maintenance costs due to better materials.
2. Reduced energy consumption through sustainability initiatives.
3. Long-term workforce stability reducing retraining expenses.
4. Providing Value Beyond Cost - If your pricing is not the lowest, it must be justified with clear value-added benefits.

Buyers will pay more if they see:

• Reduced risk (e.g., a stronger track record of reliable delivery).
• Higher service quality (e.g., faster response times, more experienced staff).
• Social value contributions (e.g., apprenticeships, local supplier engagement).

Common Pricing Mistakes and How to Avoid Them

Underpricing to Win - Many bidders assume the lowest price wins, but underpricing can raise concerns about sustainability and deliverability. Buyers may request justification for prices that seem too low, and in extreme cases, tenders can be rejected if deemed non-viable.

Ignoring Price-Quality Weightings - If a tender assigns a 60% weighting to quality and 40% to price, a slightly higher cost could still win if the quality response scores well. Conversely, in tenders with a high price weighting, even a strong quality submission may not win if the price is significantly above competitors.

Failure to Use the Buyer’s Pricing Format - Some tenders require strictly defined pricing tables or templates. Any deviation can lead to disqualification. Ensuring pricing is presented exactly as required is a basic but often overlooked step.

Not Explaining Cost Variations - If your pricing is higher than market averages, it must be justified. Simply listing figures is not enough - buyers need to understand why your costs provide better value. This could be due to:

1. Superior materials or technology.
2. Additional service elements (e.g., 24/7 support vs standard office hours).
3. Ethical sourcing, sustainability commitments, or compliance advantages.

Structuring a High-Scoring Pricing Submission

To maximise scores, a pricing submission should be:

• Transparent – Break costs down logically so buyers can see exactly where money is allocated.
• Accurate – Ensure calculations are checked to avoid inconsistencies that could undermine credibility.
• Justified – Where required, provide a clear rationale for pricing decisions, linking costs to quality, risk reduction, and efficiency gains.
• Compliant – Follow the exact format requested by the buyer, ensuring alignment with their evaluation criteria.

You may also be interested in Calculating Your Competitors Pricing.

Reviewing and Refining Your Tender Responses

Even well-written tenders can fail due to weak structure, missing information, or a lack of persuasive argument. A structured bid review ensures that your submission is compliant, aligned with the buyer’s requirements, and as competitive as possible. This process is not just about checking for typos - it is about identifying areas where your bid can score higher and ensuring that every section meets the highest possible standard before submission.

Ensuring Compliance and Answering All Questions

Before refining the content, the first review should focus on compliance with the tender requirements. Every bid must follow the exact instructions provided by the buyer, including word limits, formatting, document structure, and mandatory supporting documents. A response that does not fully meet these requirements risks being marked down or disqualified.

Beyond basic compliance, a bid must fully answer every part of each question. Many tenders ask multi-part questions, requiring bidders to explain experience, delivery methodology, risk management, and added value all within a single response. Failing to address even one element can reduce scores significantly. A thorough review should compare each response against the evaluation criteria, ensuring that nothing has been overlooked.

Logical and Clear Structure

An effective tender response must be easy to read and structured in a way that guides the evaluator through the submission. Buyers often have to assess multiple bids in a short timeframe, meaning that responses must be logically organised and clearly written.

A common issue in unsuccessful tenders is burying key information in dense paragraphs. Evaluators should not have to search for evidence - each response should highlight its most important points early. Using clear headings, concise explanations, and structured sections makes it easier for the buyer to assess the bid and award the highest marks.

A storyboarding approach can help ensure logical flow. This means outlining each response before drafting, ensuring that the structure follows the tender question order and that responses build a compelling case rather than reading as a series of disconnected statements.

Win Themes and Added Value

Bidding and tender writing is a competitive process. The review should not just check for completeness but should assess whether the response makes a strong case for why your organisation should win. A key part of this is win themes - the elements that differentiate your bid from competitors.

A bid review will challenge whether the submission:

• Demonstrates clear competitive advantages rather than generic claims.
• Aligns the buyer’s key challenges with specific solutions your organisation offers.
• Goes beyond just meeting the requirements to show added value - this could include cost efficiencies, innovation, sustainability benefits, or risk reduction strategies.

Win themes should be visible throughout the response, not just in an executive summary. A well-reviewed bid will reinforce these themes consistently to ensure that the evaluator clearly understands why your submission is the strongest.

Use of Supporting Documents

Many tenders allow or require supporting evidence, such as case studies, policies, accreditation certificates, or process diagrams. The bid review process should check that:

• The right supporting documents have been included and are correctly formatted.
• The evidence used is relevant to the contract and buyer’s sector.
• Any claims made in the bid are backed up by data or independent verification.

If a tender does not allow additional attachments, evidence must be built directly into the responses. Data, testimonials, and past performance metrics should be used wherever possible to strengthen claims.

Final Proofreading and Submission Checks

The last stage of the review process is final proofreading and submission checks. Spelling, grammar, and formatting errors can make a bid appear rushed or unprofessional, even if the content itself is strong. Final checks should ensure:

• Consistency in terminology, dates, and contract-specific references.
• No contradictions between different sections (e.g., delivery timescales aligning with pricing models).
• That the document is formatted correctly, follows tender instructions, and is ready for submission.

For online tender portals, submission should never be left until the last moment. Uploading the final documents well in advance avoids technical issues that could lead to a missed deadline.

Why a High-Quality Bid Review Increases Win Rates

A structured bid review does more than just check for errors - it ensures that the submission is strategic, compliant, persuasive, and fully aligned with the buyer’s evaluation criteria. Many tenders are lost not because the bidder lacked capability, but because the response was unclear, failed to emphasise key strengths, or missed out on scoring opportunities.

By taking the time to review and refine every aspect of the bid, you significantly improve its chances of achieving the highest possible score - and ultimately, winning the contract.

Post-Submission: Learning from Feedback to Improve Future Tenders

Winning tenders is not just about writing strong responses - it’s about learning from every submission and using feedback to refine future bids. Every tender, whether successful or not, provides insights into how evaluators assess submissions, which can help improve win rates over time.

A structured approach to post-tender analysis and feedback gathering ensures that your bid team continuously develops, refines strategy, and strengthens future submissions.

Seeking Buyer Feedback and Understanding Scores

For unsuccessful tenders, requesting detailed feedback from the buyer is essential. Many contracting authorities provide a breakdown of scores, showing how your response compared to competitors across different evaluation criteria. This insight allows bid teams to identify:

• Areas where the submission scored well, reinforcing what works.
• Sections that lost marks, indicating where improvements are needed.
• Patterns across multiple tenders, helping to refine long-term bid strategy.

Even for winning tenders, reviewing the score breakdown can reveal areas for marginal gains. If a successful bid still lost marks in certain sections, targeted improvements in those areas could strengthen future submissions and increase overall win rates.

Analysing Strengths and Weaknesses in Past Submissions

A systematic review of previous tenders helps identify trends in what contributes to high-scoring responses and what elements may be reducing scores. This process should go beyond looking at individual tenders and assess performance across multiple submissions. Key areas to evaluate include:

• How responses aligned with evaluation criteria - were high-scoring sections structured differently from low-scoring ones?
• Use of evidence and case studies - were responses backed up with strong proof, or were claims too general?
• Competitor positioning - if feedback indicates another bidder outperformed your response in a specific area, what differentiated their submission?

By conducting this type of internal bid performance review, teams can refine approaches to structuring responses, developing win themes, and improving clarity and persuasiveness.

Applying Lessons to Future Bids

Tenders should not be written from scratch each time. A knowledge management system such as a tender library - ensures that past bid content, case studies, and improvements are retained and available for future use. This helps to:

• Maintain consistency across submissions while still tailoring responses to each buyer.
• Ensure that high-scoring responses are replicated and adapted where applicable.
• Reduce time spent rewriting content while still improving response quality.

Bid teams should also continuously refine and update supporting documents, including team CVs, policies, and process descriptions, to ensure they remain relevant and competitive.

Investing in Bid Training and Skills Development

Continuous improvement is not just about learning from feedback - it’s about actively developing bid writing skills. Many organisations invest in bid training, external reviews, and professional development to improve the effectiveness of their responses. Training can focus on:

• Enhancing technical writing skills to improve clarity and impact.
• Understanding buyer evaluation methods to better align responses with scoring criteria.
• Developing advanced win theme strategies to differentiate bids in competitive tenders.

For organisations that frequently bid for contracts, ongoing bid training and external benchmarking can provide valuable insights into how to refine responses and gain a competitive edge over time.

Why Continuous Improvement Drives Tendering Success

Success in bidding is not just about responding to individual tenders - it’s about developing a system that improves over time. A structured approach to analysing past submissions, learning from feedback, and refining bid writing strategies can lead to measurable improvements in win rates, response quality, and evaluator engagement.

By ensuring that every tender submission is better than the last, organisations can increase their long-term competitiveness and success in securing contracts.

Tender Readiness Checklist

📌 Use this checklist to ensure you’re fully prepared before writing your tender response.

1. Understanding the Tender Requirements

✅ Have you read the full tender document, including the specification, terms, and evaluation criteria?
✅ Do you fully understand what the buyer wants and what they will be scoring your response on?
✅ Have you noted any key deadlines for submission, clarifications, and supporting documents?
✅ Do you meet all the mandatory requirements (e.g., accreditations, financial standing, insurance levels)?

2. Planning & Organisation

✅ Have you assigned a lead person responsible for writing and coordinating the tender?
✅ Have you gathered input from relevant teams (e.g., finance, operations, compliance)?
✅ Have you identified strong examples or case studies to evidence your experience?
✅ Have you outlined a timeline for writing, reviewing, and submitting the response?

3. Writing a Strong Response

✅ Are you answering each question fully, using the buyer’s wording where possible?
✅ Are you providing clear, structured responses with bullet points or subheadings where needed?
✅ Have you demonstrated your unique value and how you will deliver the contract effectively?
✅ Are you backing up your claims with real evidence (e.g., data, testimonials, past performance)?

4. Pricing & Commercials

✅ Have you carefully reviewed the pricing schedule and provided all required cost details?
✅ Is your pricing competitive while still being profitable and realistic?
✅ Have you considered any value-added services or efficiencies to strengthen your proposal?

5. Compliance & Supporting Documents

✅ Have you attached all necessary supporting documents (e.g., policies, case studies, accreditations)?
✅ Have you reviewed any formatting or page limits set by the buyer?
✅ Have you checked for any declarations or forms that need to be signed and submitted?

6. Final Review & Submission

✅ Has the tender been reviewed by a second person to check for clarity and completeness?
✅ Have you done a final proofread to check spelling, grammar, and consistency?
✅ Have you double-checked submission instructions (e.g., online portal, email format, physical copies)?
✅ Have you submitted the tender before the deadline and received confirmation?

🔹 Tip: Even if you’re new to tendering, following this checklist will help you avoid common mistakes and increase your chances of success. Save it and use it for each tender you complete!

Tender Writing Services - FAQ

1. Where can I find tenders for my business?

• Public sector: Use Contracts Finder and Find a Tender for government opportunities.
• Private sector: Check procurement portals and company websites.
• Thornton & Lowe's Tender Pipeline: A free tool that tracks tenders and sends tailored alerts - combining multiple public sector tender portals.
• Networking: Industry events and procurement teams can highlight upcoming opportunities.

2. How do I know if I can bid?

✅ Do you meet mandatory requirements (e.g., experience, insurance, accreditations)?
✅ Can you provide case studies to prove your capability?
✅ Do you have the resources to deliver the contract?
✅ Can you comply with social value and sustainability commitments?

3. What makes a strong tender response?

✔ Clear, structured answers aligned with evaluation criteria.
✔ Evidence-based claims with case studies and testimonials.
✔ Competitive but realistic pricing that offers value.
✔ Compliance with all requirements, including formatting and deadlines.

4. What mistakes should I avoid?

❌ Generic responses – tailor answers to each buyer.
❌ Lack of evidence – back up claims with real examples.
❌ Ignoring evaluation criteria – structure answers around scoring.
❌ Rushing the bid – poor planning leads to weak submissions.

5. How important is pricing in tenders?

💰 Price is important, but buyers also assess quality, service, and social value.
💰 Lowest price doesn’t always win—clear value justification is key.
💰 Transparent cost breakdowns improve credibility.

6. How much does tender writing cost?

Tender writing costs vary based on complexity:

• Bid Writing Services: £450–£750 per day.
• Bid Review & Feedback: From £450.
• Monthly Bid Support: Starts at £390 for tender alerts, £1,000+ for admin/compliance.
• Fixed-Fee Writing: £2,000–£4,000 for smaller bids, £20,000+ for high-value tenders.

💡 We always provide a tailored quote upfront so you have full budget control.