Win Strategies When Bid and Tender Writing: Essential Techniques for Securing Contracts

Understanding the Tendering Process

The tendering process - competing for and winning long term and high value contracts is not easy! Businesses need a plan - at Thornton & Lowe we have proven and winning strategies when it comes to our core business - providing professional tender writing services.

Introduction to Invitation to Tender (ITT)

An Invitation to Tender (ITT) marks the formal start of your bidding journey. The buyer sends this document to potential suppliers like you to request detailed proposals.

ITTs include essential information:

• Project scope and objectives
• Response deadlines
• Submission requirements
• Evaluation criteria
• Contract terms

You must read every detail of the ITT carefully. Missing even small requirements can disqualify your bid straight away.

Tender Documents and Contract Specifications

Contract specifications form the heart of tender documents. They outline exactly what the buyer wants to purchase.

Key tender documents include:

• Service Level Agreements (SLAs)
• Pricing schedules
• Technical requirements
• Quality standards
• Legal terms and conditions

Your response must address each specification point by point. Use the same numbering system as the tender documents to make evaluation easier for the buyer.

Public Sector Tendering vs Private Sector

Public sector tenders follow strict rules and regulations. Government contracts must be transparent and fair to all bidders.

Private sector tenders offer more flexibility. Companies can:

• Set their own rules
• Negotiate directly with suppliers
• Change requirements during the process
• Choose suppliers based on broader criteria

Public sector opportunities appear on official portals like Contracts Finder. You'll need to register on these platforms to access government contract opportunities.

The evaluation process also differs. Public sector scoring systems are usually more rigid, while private buyers might consider factors like existing relationships.

Preparation for Bid Writing

Strong bid preparation creates the foundation for success. Effective research, competitive analysis, and strategic planning work together to shape your winning approach.

Research and Background Analysis

Start by reading the tender documents multiple times. Mark key requirements, scoring criteria, and deadlines in a tracking spreadsheet.

Research the buyer's organisation thoroughly. Look at their mission, values, past projects, and current challenges.

Create a compliance matrix to track every requirement. This helps ensure you don't miss any crucial elements.

Key areas to research:

• Buyer's strategic objectives
• Previous contract awards
• Budget constraints
• Technical specifications
• Mandatory requirements

Understanding the Competitive Landscape

Map out your likely competitors for this bid. Study their strengths and weaknesses through public records and market intelligence.

Analyse competitive factors:

• Past contract wins
• Market share
• Core capabilities
• Pricing strategies
• Notable partnerships

Focus on identifying gaps in competitor offerings. These gaps present opportunities to highlight your unique value.

Developing a Winning Strategy

Create clear win themes that align with the buyer's needs. Each theme should showcase your distinct advantages.

Build a storyboard that maps your response structure. This helps organise key messages and evidence effectively.

Strategy components:

• Unique selling points
• Evidence of relevant experience
• Innovation opportunities
• Risk mitigation approaches
• Value-added benefits

Match your capabilities to the scoring criteria. Prioritise high-scoring sections in your response planning.

Writing the Proposal

A strong bid proposal needs three core elements: clear value for money, risk-free delivery, and competitive pricing that matches market expectations.

Creating a Convincing and Believable Value Proposition

Your value proposition must show why you're the best choice for the contract. Focus on specific benefits rather than generic statements about quality or service. It should also be 'real', specific and practical - based on items which really matter to the buyer!

List your unique selling points in clear, measurable terms:

• Proven track record with similar projects
• Specialist expertise or certifications
• Innovation that reduces costs or improves outcomes
• Local presence or market knowledge

Back up each claim with hard evidence. Include case studies that demonstrate your previous successes, but keep them brief and relevant to the current bid.

Compliance and Risk Management

Create a compliance matrix to track every requirement in the tender documents. This helps ensure you don't miss any crucial elements.

Your risk management strategy should cover:

• Project risks: Technical, operational, financial
• Mitigation measures: Specific steps to address each risk
• Contingency plans: Clear procedures if problems arise

Document your quality assurance processes and safety measures. Show how you'll monitor and report on project progress.

Pricing Strategies

Break down your costs clearly and logically. Include direct costs, overheads, and profit margins in separate line items.

Consider these pricing approaches:

• Cost-plus pricing for complex projects
• Value-based pricing where innovation delivers savings
• Market-aligned pricing for competitive sectors

Present options that offer different levels of service or delivery times. This gives the buyer flexibility while showing you understand their needs.

Remember to check your competitors' typical pricing ranges. Your bid must be competitive whilst remaining profitable.

Bid Writing Techniques

Strong bid writing techniques help you create compelling proposals that win contracts. Clear structure, evidence-based content, and focused messaging make your bids stand out from competitors.

The Art of Storyboarding

Storyboarding maps out your bid's narrative flow before you start writing. Create a visual outline on a whiteboard or with sticky notes to organise key messages and evidence.

Break down each section into smaller components. Match your evidence to the buyer's scoring criteria and requirements.

List your response points in order of importance to the buyer. This helps you allocate word count effectively and maintain focus throughout the document.

Use colour coding to highlight gaps in evidence or areas needing more detail. Review and adjust your storyboard with colleagues to refine the narrative structure.

Effective Use of Case Studies

Choose case studies that closely match the buyer's requirements. Focus on projects with measurable results and clear benefits.

Key elements to include:

• Client name and sector
• Project scope and value
• Specific challenges solved
• Measurable outcomes
• Client testimonials

Keep case studies concise and relevant. Use bullet points to highlight key achievements.

Link your past performance directly to the current opportunity. Show how you'll apply previous learnings to deliver similar results.

Presenting Differentiators and USPs

Identify 3-5 core strengths that set you apart from competitors. Back each claim with solid evidence and data.

Strong differentiators include:

• Unique methodologies
• Specialist expertise
• Innovation in delivery
• Cost-saving approaches
• Risk management systems

Present your USPs early in each response section. Support them with specific examples and metrics. Connect your differentiators directly to buyer benefits. Show exactly how your unique approach will add value to their project.

Team Collaboration and Roles

A well-organised bid team with clear roles and structured processes forms the foundation of successful bid writing. Strong leadership and effective communication help turn individual expertise into winning proposals.

Forming a Dedicated Bid Team

Your bid team needs a mix of skilled professionals working together seamlessly. A Bid Manager should lead the team, taking charge of strategy and coordination.

Key team roles include:

• Bid Manager: Coordinates the team and oversees the entire process
• Technical Writers: Create detailed solution descriptions
• Subject Matter Experts: Provide specialist knowledge
• Compliance Manager: Ensures bid meets all requirements
• Quality Reviewer: Checks accuracy and consistency

Team members must have clear responsibilities and deadlines. Regular team meetings keep everyone aligned and focused on shared goals.

Structured Bid Writing Process

Create a standardised process to guide your team through each bid. Start with a kick-off meeting to discuss requirements and assign tasks.

Use these steps to maintain order:

1. Review tender documents thoroughly
2. Assign sections to qualified team members
3. Set internal deadlines for drafts
4. Schedule regular progress checks
5. Allow time for revisions

Bid Review and Continuous Improvement

Build quality checks into your process through peer reviews and formal evaluations. Each team member should review others' work to spot gaps and ensure consistency.

Create a feedback loop:

• Hold post-bid reviews to discuss what worked
• Document lessons learned
• Update templates based on feedback
• Track win rates to measure success

Fresh eyes often spot issues others miss. Schedule reviews with enough time to make meaningful changes. You may also be interested in our bid review services.

Submission and Follow-Up

A strong submission process paired with active follow-up management significantly increases your chances of winning tenders. The quality of your final checks, ability to handle clarifications, and approach to feedback all play crucial roles in securing contracts.

Finalising Tender Submission

Double-check all documents against the tender checklist before submission. Leave at least 48 hours for final reviews and proofreading.

Create a submission pack with these key elements:

• Completed pricing schedules
• Signed declarations
• Required certificates
• Supporting documents
• Method statements
• CVs and case studies

Submit your bid at least 4 hours before the deadline to avoid technical issues. Keep proof of submission, including screenshots or confirmation emails.

Addressing Clarifications

Monitor your email regularly for clarification requests. These often have short response timeframes.

Set up a clarification response team with:

• Technical experts
• Commercial specialists
• Bid writers
• Legal reviewers

Log all clarification questions and your responses in a tracking sheet. Keep answers clear, concise and directly related to the questions asked.

Evaluation and Feedback Incorporation

Request feedback for both successful and unsuccessful bids. This helps improve future submissions.

Key areas to analyse:

• Technical scores: Review where you gained or lost points
• Pricing position: Compare your rates against winning bids
• Quality measures: Identify gaps in evidence or examples
• Compliance: Note any missed requirements

Create an action plan based on feedback points. Update your bid library with successful responses and new evidence. Track bid success rates through a simple spreadsheet. Compare win rates across different contract types and values to spot patterns.

Strategic Approaches to Support Successful Bid Writing

Writing good bid responses matters, but the most successful organisations know that winning strategies go far beyond the bid document itself. Let's explore how framework agreements, strategic relationships, and procurement knowledge can significantly boost your win rates.

Making the Most of Frameworks and Dynamic Purchasing Systems

Framework agreements and Dynamic Purchasing Systems (DPS) open valuable doors for businesses seeking public sector contracts. Not all frameworks deliver equal value, so research which ones your target buyers actually use. Look at how many suppliers are already appointed and focus your energy on frameworks where you'll face less competition in your specific category.

Many suppliers miss out on direct award provisions within frameworks. Get to know the direct award criteria inside and out, and create marketing materials that clearly show buyers how they can make compliant direct awards to your business. Develop pricing that aligns with framework thresholds, and ensure your sales team can confidently walk buyers through the process.

Dynamic markets offer genuine advantages for suppliers looking to break into public sector work. Unlike traditional frameworks, these arrangements (often called Dynamic Purchasing Systems or DPS) stay open to new suppliers throughout their lifetime, allowing you to join at any time. This approach means getting on board is typically more straightforward, with success rates very high - 100% for many (depending on the strategy). Dynamic markets work particularly well for services where innovation matters or where conditions change quickly. Many councils and NHS bodies now prefer these flexible purchasing routes for IT services, consultancy, and temporary staffing because they can access current market offerings without lengthy procurement exercises. To succeed in these dynamic markets, you'll need a consistent engagement strategy to ensure buyers notice you when opportunities arise.

Building Relationships and Understanding Buyer Challenges

The companies that win regularly get to know buyers long before tender opportunities appear. Go to 'meet the buyer' events and join early market discussions. Watch for prior information notices as they often hint at what's coming. The people you meet during planning stages remember you when contracts come up.

Public sector buyers have their own challenges that you should understand. They manage tight budgets and need practical solutions. Most take a cautious approach to buying because they have limited staff. They worry about following rules correctly, and they care about social value and green outcomes. When you show you get these concerns, you're already ahead of most competitors.

While many businesses chase high-value tenders, they overlook more accessible opportunities right in front of them. For contracts under £25,000, many authorities need just one written quotation. Contracts between £25,000-£100,000 often require only three quotes rather than full tenders. Housing associations might not even advertise opportunities under £50,000. These smaller contracts build trust and establish your track record, creating a foundation for bigger wins.

Public sector buyers care more about value than price alone. Develop standard offerings that solve common public sector problems. Show how your solution reduces risk, makes things more efficient, or improves service delivery. When you can point to tangible returns on investment and long-term savings, buyers take notice. Don't forget to highlight specific social value contributions – these increasingly tip the scales in competitive situations.

Creating an Effective Structure for Public Sector Success

The organisations that consistently win public sector contracts typically set up their teams differently. They create sales roles focused specifically on making the most of frameworks. Their marketing people understand public procurement rules and buyer challenges. They have technical specialists who contribute to early market discussions, and bid professionals who work closely with both sales and delivery teams.

For smaller businesses with limited resources, partnering with specialists like Thornton & Lowe can bring expertise across sales, marketing and bid writing without the overhead of full-time staff.

Getting onto a framework marks just the beginning of the journey. To unlock its full potential, you need a plan. Create targeted campaigns for the specific buyers who use your framework. Develop clear guides that explain how to use the framework to buy your services. Build relationships with framework managers who can introduce you to potential buyers. Track how the framework gets used and identify which organisations buy the most through it.

Position your business as the safe, compliant choice. Show buyers you understand framework procedures and offer them streamlined procurement routes that reduce their workload. Share stories about successful framework projects you've delivered to build confidence in your approach.

These strategic approaches directly improve your bid quality by giving you advance knowledge of what buyers need and value. The relationships you build inform more personalised responses. Your track record from smaller contracts provides compelling evidence, and your framework credentials reassure buyers about procurement risk.

Successful companies recognise that effective bid writing works best when backed by practical business development, framework know-how, experience with dynamic markets, and solid knowledge of public sector procurement rules. By bringing these approaches together, you'll find more opportunities and win a higher percentage of the bids you submit.

Frequently Asked Questions

Winning tender bids requires careful attention to detail, strategic planning, and a clear understanding of the client's requirements. Success depends on presenting your unique value and meeting evaluation criteria.

What are the key components of a successful tender document?

A successful tender document needs clear organisation and complete answers to every question.

Keep your writing simple and focused on the specific requirements.

Include detailed evidence of past performance with similar projects.

Add case studies and metrics that prove your claims.

Your pricing structure must be transparent and competitive.

Make sure all costs align with the project scope.

How can one increase their chances of winning a bid?

Start preparing well before the deadline to allow time for thorough research and review.

Read all documents carefully and note key requirements.

Focus on the scoring criteria. If quality is weighted at 60% and price at 40%, adjust your effort accordingly.

Create a compliance checklist to ensure you meet every requirement.

Double-check all documentation before submission.

What should be included in a winning bid strategy?

Map out your unique selling points that match the buyer's needs.

Show how your solution provides better value than competitors.

Build a strong project team with relevant experience.

Include their qualifications and past successes.

Set realistic timelines and resource plans.

Show you understand the scope and can deliver within budget.

How can you differentiate your tender response from the competition?

Highlight your innovative approaches and unique solutions.

Explain exactly how these benefit the client.

Include strong evidence of similar successful projects.

Use specific numbers and results.

Show deep understanding of the client's sector and challenges.

Explain how your expertise solves their problems.

What are the best practices for preparing a tender bid?

Create a bid/no-bid assessment to evaluate if the opportunity suits your capabilities.

Consider the competition and your chances of success.

Build a clear timeline for completion.

Include internal review stages and quality checks.

Use clear, professional formatting.

Make your document easy to read and navigate.

How do you construct a compelling case in a tender response?

Present a clear solution that directly addresses the client's needs.

Link every feature to a specific benefit.

Use strong evidence to support your claims. Include testimonials, data and relevant certifications.

Write in active voice and keep language simple.

Make your key messages stand out with bullet points and headings.