05 Mar How to Write a Winning Tender Proposal
Winning a tender can be frustrating and time-consuming, especially if you’ve been submitting bids without success. The competition is fierce, evaluation criteria are strict, and a single mistake could mean losing out on lucrative contracts.
Many businesses spend hours crafting proposals, only to receive rejection emails with little or no feedback. If this sounds familiar, you’re not alone. The good news is that writing a high-scoring, competitive tender is a skill you can learn.
In this guide, we’ll walk through the biggest challenges in tender writing and how to overcome them. Check out our Online Tender Course if you want hands-on training to improve your success rate.
1. Understanding What the Buyer Really Wants
A major pain point for bidders is uncertainty about what the buyer is actually looking for. Tender documents can be long, complex, and filled with jargon, making it difficult to pinpoint exactly what needs to be included.
The problem: Many businesses misinterpret the buyer’s requirements, leading to low scores.
The fix: Carefully read the Invitation to Tender (ITT) and break down each requirement into a checklist. If the buyer provides evaluation weightings, prioritise the highest-scoring sections.
2. Competing Against Bigger, More Established Companies
Many small businesses feel like they’re at a disadvantage when bidding against larger, well-known competitors. Buyers often request financial records, case studies, and accreditations that smaller companies may not have.
The problem: You may feel you can’t compete because you lack the same level of experience or resources.
The fix: Focus on your unique strengths, such as:
- A more personalised, flexible service
- Niche expertise that bigger firms lack
- Strong client relationships with great testimonials
Even if you’re a smaller business, a well-written bid can outperform a corporate giant if you clearly demonstrate value.
3. Writing a Persuasive and Engaging Response
A major frustration in tendering is spending days writing a proposal, only to be told you scored low on quality or technical responses. Many bids fail because they are too vague, too generic, or don’t provide evidence to back up claims.
The problem: You think you’re answering the question, but the buyer isn’t convinced.
The fix: Use the STAR method (Situation, Task, Action, Result) to structure answers and include:
- Clear examples of past success
- Data and quantifiable results
- Testimonials or client feedback
Buyers don’t just want words—they want proof that you can deliver the contract successfully.
4. Pricing Your Bid Competitively (Without Underpricing)
One of the most stressful parts of tendering is getting the pricing right. If you price too high, you risk losing to a cheaper competitor. If you price too low, you may struggle to deliver profitably.
The problem: Many businesses either:
Underprice in desperation to win the contract (then struggle to make it work)
Overprice and lose out to lower-cost competitors
The fix: Instead of competing on price, highlight the value you offer – whether that’s better quality, efficiency, or long-term cost savings. Buyers want value for money, not just the cheapest bid.
5. Wasting Time on Bids That Go Nowhere
It is incredibly frustrating to spend weeks on a bid only to get a rejection email without feedback. Many businesses waste time, energy, and resources submitting tenders they are never likely to win.
The problem: You may be bidding for the wrong contracts, targeting opportunities outside your expertise.
The fix: Be selective about which tenders you go for. Ask yourself:
- Do we meet all the essential criteria?
- Do we have relevant case studies and evidence?
- Can we realistically deliver at the proposed cost?
Being strategic about which tenders you bid for saves time and increases your success rate.
Want to Win More Tenders Without the Stress?
If tendering feels overwhelming, our online “How to Win Work Through Tenders” course is designed to help businesses like yours write winning bids with confidence.
Enrol today and start securing more contracts!
