In the hugely competitive arena of tender writing, it’s not enough to simply submit a response that addresses selection criteria adequately. That won’t do at all. What you need to do is create a complete, compelling response that shows your business has got what it takes to win that contract. Here are some tried and tested ways to help ensure your responses are effective in getting your message across and that your submission receives the attention it deserves.
Before you begin tender writing-1
The most crucial aspect of writing a solid response to a Request for Tender (RFT) that clearly and succinctly addresses all the selection criteria is to understand the client’s objectives. If you don’t have a firm grip on what the clients goals are, then you risk the mis-alignment of your responses.
Now this all sounds pretty obvious, doesn’t it? But you’d be amazed how many businesses simply skim-read the client’s objectives in the rush to get down on paper what they want the client to hear. And that can be very different to what the client is actually asking for.
So! Ask yourself: ‘What is the client wanting to achieve through this contract?’
Remember, there’s no one-size-fits-all set of objectives because every client is different, every time. For some, it will be about achieving the cheapest price. For others, innovation or speed of service delivery may be key drivers. But whatever it is, it’s imperative you establish what success will look like from the client’s perspective before you begin.
Where do I find the client’s objectives?
These are usually stated towards the beginning of the RFT document. Particularly if it’s a government tender, there’ll be a clear statement of what they hope to achieve. If the objectives aren’t immediately obvious, then you can also check out:
The response sections of the RFT: The questions for each section where you need to provide written answers will help you identify the client’s objectives.
The contract: Look for any performance measures associated with payment.
External sources: Do your research. Look at the client’s website to gain a greater understanding of how they operate and gain clues as to why this tender may be particularly important to them. And what about any recent media coverage, articles or industry discussions? These sources can also help you work out what’s at stake and help you respond accordingly.
Before you begin tender writing-2
It is absolutely crucial that you can articulate your value proposition and weave it throughout your response.
Your value proposition is a clear statement that says to the client how you will solve their problems. Not only that, it’s how you will improve their current situation by delivering specific benefits that will enhance their operations. In short, it’s why the client should put their business with you and not your competitors.
Once you’ve got your value proposition clear in your own mind, it will make the job of answering the RFT questions that much easier.
Tailor your response
Now you have a clear understanding of the client’s objectives you can customise your response to align with the specific criteria. Take care to avoid any kind of generic answers as these can come across as insincere or misaligned with the client’s needs.
Be aware of the pitfalls of over-reliance on a cut and paste approach where you use content from other tender submissions. You need to make the effort to customise your responses so each one sounds fresh and convincing and entirely written with the specific requirements of this client in mind.
Don’t forget that every answer you give is an opportunity to demonstrate your deep understanding of the client’s requirements and how your solution uniquely meets those needs. It’s always a good idea to use the client’s own language and terminology wherever possible to create a strong sense of familiarity with their needs and make your responses even more relevant.
Similarly, you can further personalise your approach by frequently refer to the client by name. For example, ‘The Department of Agriculture can be confident that ABC Logistics has the processes in place to…’ or ‘ABC Logistics puts at the Department of Agriculture’s full disposal our warehousing capabilities to…’
Language
It goes without saying (although we appear to be saying it anyway) that you need to take care to use an appropriate style of language. Your business may well be a young start-up that values informality, but if the tenderer is, say, a government agency, then the tone of your response should be appropriately formal.
There is also a whole range of words and phrases that it would be best to avoid, so make sure to take note of the handy list we’ve created here.
Be clear and concise
Don’t put anything in your response that hasn’t been specifically asked for. For example, a common mistake is to provide in-depth details of your business operations or lengthy descriptions of your business history that the client simply hasn’t requested. Far from adding any value, such unnecessary detail will only detract from your response because it’s a red flag to the assessment panel that you haven’t paid enough attention to the questions. Worse still, it could look like ‘filler’, simply there to pad out an inadequate response.
Additionally, and again unless specifically asked for, your responses to RFT criteria should steer clear of overly technical terminology. Members of the assessment panel will not necessarily be subject matter experts so it’s important to pitch your answers to be easily understandable without dumbing them down.
Presenting well organised information is always a good tactic. Many of the tender questions will be multi-stranded so structure your responses to clearly answer each criterion, using headings and subheadings so that tender evaluators can easily navigate from point to point.
A further benefit of working this way is that it also makes it easier for you to check that you’ve provided everything that’s been asked of you and that your response to each section is 100 per cent compliant.
Relevant experience
Most tenders require some kind of demonstration of your capabilities, frequently asking for examples of similar past projects as evidence. However, take care to be particularly selective in choosing which projects to showcase.
Just because your latest project was your biggest contract yet doesn’t mean it should automatically be included. Choose projects that can highlight the skills, capabilities, qualifications and other criteria pertinent to the contract you’re now bidding for. Emphasise just how that experience will help answer the client’s needs and meet their objectives.
STAR method
A great way to present your past experience is through the use of case studies.
Use the STAR method in tender writing (using subheadings of Situation, Task, Action, Result) to create compelling case studies that showcase what you’ve achieved for other clients. Remember to include metrics, statistics or specific outcomes to strengthen your argument.
The STAR approach is effective because it provides a clear narrative and makes it easy for evaluators to see how your experience and skills are directly applicable.
Choose the right referees
Use referees that know your business and who use your products or services. Make sure to brief them on the key objectives of the RFT so that they can target their comments to the job specifications and be more effective in supporting your bid.
No such thing as ‘N/A’
Some sections of the RFT may not apply to your business. Let’s say a question asks for details of your grouping insurance. Instead of responding ‘N/A’, your response might be, ‘ABC Logistics’ annual wage bill is below $750,000 and therefore grouping insurance is currently not a mandatory operating requirement.’
Sure, this is a small point but it all goes towards making a big difference. Responding fully like this demonstrates you have thoroughly read and understood every section of the RFT; it says you pay attention to detail – and that’s a very good impression to make.
Review
When you plan your schedule for writing your tender response, allow enough time for a professional tender review.
A review by a professional tender writer is the ideal way to ensure that your submission is the best it can possibly be. It’s the expert writer’s job to provide feedback and recommendations on how your can sharpen your response so that it really hits the spot.
The professional tender reviewer will assess whether your response clearly addresses the client’s needs and outlines how your solutions will meet the client’s objectives. They’ll also check that you’ve addressed all evaluation criteria and that your value proposition is clear and unambiguous.
Importantly, a professional review of your draft will also ensure that your response is compliant with all the requirements of the RFT. This is a crucial step as non-compliance will mean your submission never gets further than first base – and what a crying shame that would be after all the time and effort you’ve put in.
Proofread
A tender response littered with typos, spelling inconsistencies and grammar mistakes will not impress the assessment panel. They’re looking for a compelling, well put together response that’s polished and professional so make very sure you give them one.
Securing the services of a professional proofreader to give your bid a thorough going over before you submit it will help boost your chances of success.
What next?
The good news is that the team of experts at Proof Communications has decades of experience and is on hand to assist you. We offer an extensive range of services to help you get your tender bid over the line. From tender writing and audits to proofreading your submissions, we’re just a phone call away.
So, get in touch today by heading to the contact page or calling us on 0448 566 377 or 02 8036 5532. We’re here to steer your tenders to success!