We recognise tender writing is not an easy process, which is why we regularly prepare competitive and winning tenders on behalf of our clients.
It’s part of our commitment to help our clients grow and succeed.
Preparing competitive and winning tenders over the years has provided our team with invaluable insight into a key focus area – how companies describe their suitability for selection.
Often we see large and highly capable companies reference their size, reach, capability, and experience, as if that is sufficient to impress and compete at a local level.
We agree large, experienced and well-resourced companies should regularly win work they are suited to.
But when you analyse further, you will see references to size and strength doesn’t always translate to sufficient capabilities for clients at a local level.
Once you realise this, you can better position for success. Here’s how.
Put yourself in the place of the buyer
When you have several competitors vying for the same contract, it is important you take that extra step, to stand out, by putting yourself in the place of the buyer.
So rather than ‘talking-up’ your company’s size, try explaining how your size and capability directly benefits the specific client and contract at a local scale.
This is key because, from the client’s perspective, they will wonder whether their contract matters to a large company.
Additionally, they will wonder whether they will be a priority ‘on contract’, despite what’s claimed in a persuasive tender response.
Connect at a local level
So, the winning formula, is to explain who will deliver the work, from what office, and how their professional experience is directly applicable.
Drop down from the corporate level to the local, delivery level, which is the perspective of the client.
By connecting at a local level, from the client’s perspective, you will build rapport and a stronger partnership because you are placing value and importance on the client. This also means making your reference project examples as local as possible.
Reduce the distance between the brand and the client
Here is a thought.
Make it about Mary or John, the locals. Reduce the distance between the brand and client.
Get that balance right then describe the benefit of your scale, such as assured supply chains, resource depth, and proven ability to accelerate the delivery program.
Put the focus on the local scale rather than leveraging on the bells and whistles.
This is the best way to be seen and called by a client for a contract discussion, rather than leaning on your brand, experience, and past performance.
Size does not always matter.
Placing the value on your client is paramount and will go a long way in building solid partnerships into the future with clients moving forward.
If you’d like to discuss our tender winning strategies further, please be in touch at: https://vaxagroup.com/contact/.