Winning Bids: How to Stand Out and Secure Contracts
- Vision TDM
- Sep 10
- 3 min read
Updated: 7 days ago
Wow! It never ceases to amaze me just how much you can learn if you take the time to listen to the people around you. I hear you say, but what’s prompted this latest revelation and where am I going with it?
Insights from Brunei
I’ve just returned from Brunei, where I ran a four-day bid masterclass with a group from Petroleum Brunei. I must admit, I knew little about the country before I went. My father-in-law served there during the troubles in the 1960s and had to eat a monkey to survive in the jungle. But that’s another story!
What did I find? A relatively small country, neat and tidy, with plenty of rainforests and some of the nicest people I’ve ever met. They were polite and genuinely interested in learning. I was surprised to discover that many had trained in the UK, so they knew where I live and the places I travel to.
The Power of a Simple Example
But I’m getting off track. On the third day, one of the delegates showed me a video of his three-year-old son. I thought it was an amazing revelation! I used it as an example of the approach a good bid manager should take when responding to a new opportunity. It was relevant because we were discussing the Vision 3PS Process, which many of you may already know about and that I often refer to in my posts.
For those who haven’t heard of it before, the 3Ps are simply the Problem, the Product, and the Purpose.
Understanding the 3Ps
Problem: This is the issue that your potential client wants to solve. They come to you because they can’t handle it in-house and need your help.
Product: This refers to your goods or services—the tools, methods, or approaches you use to solve problems for your clients. You’re likely used to tailoring your solutions to fit the problems your clients want to fix.
Purpose: This is the benefit or outcome that your potential client wants to achieve. Often, this can be much more than the issue they state in the tender.
In the workshop, we discussed a common issue I find with almost all the bids I read. Bidders usually understand the issues the client wants to overcome and propose solutions using their palette of products. But where they often fall short is in explaining what it will do for the client and how it meets their overall objective or ambition. Without this explanation, it’s unclear why the client should choose you. If they’re confused, your bid may fall on deaf ears, and you could lose out!
A Lesson from a Child
So, what can a three-year-old boy teach us about writing a bid?
He was travelling in the car with his mum to visit a friend. The problem? They got stuck in a traffic jam. The three-year-old summed it up brilliantly: “Mummy, that car in front is in the way. If we had a tow truck, we could move it to the side so I can get to my friend’s house quicker and play on his car.”
Why was this brilliant? He identified the Problem causing the delay. He proposed a good solution (his Product) to fix it. And he stated the Purpose—getting to his friend’s house to play, which was what he really wanted to do.
Not only that, but he also mentioned who needed to complete the work. He and his mum would tow the car to the side!
Action Step: Apply the 3Ps
Next time you’re writing a bid, take a moment to review what you’ve written. Ask yourself if you’ve answered the question fully. Think about the little boy’s example. Have you set out the three important steps of communication that will take your client on a journey of discovery? This will help them understand what’s in it for them.
📩 Book a free discovery session today and learn how to put value for money at the heart of your next winning bid. 👉 www.visiontdm.co.uk
Conclusion
In conclusion, winning bids isn’t just about understanding the problems your clients face. It’s about clearly communicating how your solutions can help them achieve their goals. By following the 3Ps—Problem, Product, and Purpose—you can create compelling bids that stand out.
Remember, clarity is key. If your potential client understands what you offer and how it benefits them, you’re already ahead of the game. So, let’s make those bids shine!
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