Last week I caught up with a client whose team did some tender and proposal writing training with me a few years ago. She told me they are having a lot of success with competitive tenders now, and that their business has grown exponentially over the last few years. She also said the feedback they get now about the quality of their tender responses is very positive. At one debriefing meeting recently, the buyer even told her that her company’s tender was the best they had ever seen.
If you’re not yet getting that kind of success, or feedback, about your tenders there are some things you can do to improve. Here are five of the most effective.
1. Make sure you have a strategy to win the business that translates into two or three compelling messages that are easy for the buyer to remember. I call these Purchaser Value Topics, and they are basically evaluation criteria that you suggest to the buyer that go over and above simply complying with theirs.
2. Provide insights that transcend their briefing. Anyone can regurgitate the tender document back to the buyer, and it takes a smart cookie to tell them what they don't know - but should.
3. Really analyse everything they’re asking for, and answer the ‘question behind the question’. Why did they ask this question? What do they want to know? How will the answer affect their decision-making process? Many tender questions are made up of more than one part, so don't just skim the surface. You'll miss something, and this could count against you.
4. Don't dumb down what you do to fit the briefing. The client I mentioned earlier is in a complex industry that buyers often don’t understand. Her company’s tender responses generate a lot of discussion with buyers, because they shed light on things that the buyer simply hadn’t considered.
5. Make sure you present it beautifully. These days, when people are selling their home, they'll often spend thousands on staging and furniture to show it off to potential buyers and to achieve the best price. Think of your tender response like that. It’s the only chance you’ll get to make a first impression.
Doing well in a competitive tendering environment isn't easy, but it can be done, and successful tender writing and presentation is a skill that you can learn.
|Robyn Haydon is a business development consultant specialising in business that is won through competitive bids and tenders. Her clients have won and retained hundreds of millions of dollars worth of business with many of Australia’s largest corporate and government buyers.|
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