How to write winning tender answers: A practical checklist for success

How to write winning tender answers: A practical checklist for success

Let’s face it. Tendering is weird. Especially for SMEs. It’s not how we usually win work. You don’t get a chat with the buyer first. There’s no back-and-forth. No referrals or warm intros. Just a long list of requirements, a deadline, and a cold email if you’re lucky.

It’s a very different sales process. But once you understand the rules, you can make it work.

Here’s a no-fluff checklist to help you write public sector tender answers that actually score.

1. First things first: are you even eligible?

Too many SMEs jump into writing mode before checking they’re eligible. Don’t be one of them.

Eligibility criteria are usually in the Selection Questionnaire (SQ), Invitation to Tender (ITT), or the spec. Look out for:

• Turnover minimums
• Insurance levels
• Must-have accreditations (e.g. Cyber Essentials)

If you can’t meet them, don’t waste time. Bid smarter, not harder.

2. Not sure? Ask. But do it early.

Public sector tenders are often complex. Don’t be afraid to raise a Clarification Question. It’s what they’re there for.

The catch? There’s always a deadline to submit clarifications. Miss it, and you’re stuck with your guess.

3. Answer the question. No, really.

It sounds obvious, but most responses fall down because they don’t actually answer the full question. Tenders love multi-part questions. Each bit matters.

Use the question as your checklist, alongside the scoring criteria. If it asks who, how and when, make sure your response clearly answers all three. Don’t waffle. Be precise. You’re aiming to tick every box the evaluator is scoring against - but tick it better than your competitors! This is often why our 'bid review service' is used to help ramp up a draft response.

4. Add credibility using short, sharp examples

Generic claims don’t cut it.

Instead of saying, “We’re experienced,” show it:

“In 2024, we delivered a similar service which also required XYZ for XXX Council with 99.8% on-time completion and zero complaints.”

Short, specific and powerful. For inspiration, check out some actual success stories from other SMEs. Then insert KPI sheet or testimonial as evidence.

5. Get your team together and storyboard it

Before you start writing, get your key people in a room (or on video...). Talk through the questions. Plan the structure. Decide what evidence you’ll use.

This simple exercise avoids last-minute scrambles and missed points. Learn how to do it right in our Ultimate Guide to Bid Writing.

6. Stick to the word count

If it says 1,000 words, it means it. Go over and they’ll stop reading. No extra marks for going long.

Cut the fluff. Lose the intro waffle. Use bullet points. Every word should be doing a job. It should be highly specific to the contract in question and based on their specific needs, location, risks and challenges. The easiest way is to think you have already won the contract! Now, what would happen to actually deliver it? Who would be involved? What are the issues you would need to manage? This forces you to think practically about logistics, capacity and the required approach.

7. Tailor it. Don’t copy and paste.

Yes, templates are useful. But you must tailor every response. Buyers know their own spec inside out. If they spot copy that doesn’t speak to them, you’ll be marked down.

Avoid AI-generated waffle, too. If it sounds generic, they’ll know.

If this bit is a struggle, our bid writing team can help you draft responses that reflect your business and what the buyer actually wants.

8. Speak like a human (but keep it professional)

No jargon. No over-complicated sentences. Just clear, helpful language.

• Put the benefit before the feature and wherever possible, followed by evidence to support the statement
• Stick to under 25 words per sentence
• Think clarity, not cleverness

9. QA it. Then QA it again.

You need a second set of eyes. Ideally someone not involved in the writing. They’ll spot missing content, formatting issues and typos. QA - quality assurance - is so important!

Stress-test every response against the evaluation criteria. Would you give it full marks?

Another way to look at it... If you weren't successful - what could you do to maximise your chances of a successful challenge of the procurement decision? You would need to ensure each point of the question is so closely aligned to the evaluation criteria - that there is little choice but to award full marks!

10. Don’t ignore social value

Social Value questions often account for 10 to 20 percent of your score. Take them seriously.

Be specific. How will you:

• Create local jobs?
• Reduce emissions?
• Support apprenticeships?

Link your promises back to what the buyer cares about. This is where good research pays off. And again - EVIDENCE what you have done elsewhere.

Final thoughts: Get your process right and tenders become winnable

Tendering can feel alien. But once you accept that it’s a different world with different rules, you can build a system that works.

You don’t need to do it alone either. Explore our bid writing training hub for support, or let us take it off your hands entirely.

FAQs

Q: How do I find tenders that suit my business? Start with Contracts Finder, Find a Tender, or Tender Pipeline.

Q: What’s the most common mistake SMEs make? Not answering the full question or failing to evidence their claims.

Q: Is it worth getting help? Absolutely. Whether it’s through bid writing services or training your team, the ROI on a strong submission is well worth it.

Want help with your next bid? Reach out to our bid writing specialists for a free consultation. 01204 238046 or email hello@thorntonandlowe.com

You’ve got this. But we’ve got your back if you need us.