How to Score Higher in Bids: Answer the Question You're Actually Being Asked

Let’s be honest—have you ever read back a bid response and thought, “That sounds great…but did we actually answer the question?” 

If so, you're not alone. One of the most common issues we see when reviewing unsuccessful bids is this: bidders answering the question they want to answer, rather than the one that was actually asked. 

Here’s What’s Going Wrong 

In many cases, the bidder writes a detailed, passionate response, full of insight, case studies, and technical detail but it’s not answering the evaluator’s actual requirement. Instead, it diverts into a topic the bidder is more familiar or comfortable with. 

It’s not a lack of knowledge, it’s a misreading of intent. And in a competitive tender, that can be the difference between a win and a loss. 

Why It Matters 

Questions in PQQs, ITTs and RFPs are carefully crafted by the buyer to assess your suitability. They’re looking for evidence of capability, alignment, and delivery confidence so every word in the question is there for a reason. 

If your answer doesn’t align, they can’t give you the marks no matter how impressive your content might be. 

How to Answer More Effectively 

Most bid questions contain clear instructional keywords. These give you clues about what type of information the buyer wants and how to structure your answer. Here are a few examples: 

Keyword	What It Means for You
Describe	Give a full account of the process, steps, or service involved.
Detail	Provide specific, relevant information tied directly to the contract.
Explain	Clarify how something works and why it matters to the client.
Illustrate	Use real examples, visuals or analogies to make your point clear.
Outline	Give a structured summary of key points - no waffle, just clarity.

When you pay close attention to these keywords, you immediately improve how well your responses match the buyer’s expectations and increase your chances of scoring top marks. 

Three Simple Rules to Apply to Every Bid Question: 

1. Interpret the Question Carefully Break it down: What are they really asking? What outcome are they trying to achieve? 

2. Stick to the Point Don’t write what’s easiest or most comfortable - write what’s required. If the question asks how you’ll manage mobilisation, don’t spend half the answer talking about recruitment unless it’s directly relevant. 

3. Back It Up with Evidence Use examples, metrics, or case studies but make sure they’re targeted. If it’s about risk management, don’t give a general delivery example show how you’ve actively mitigated risk on a similar project. 

   
   

Winning Is About Relevance, Not Just Quality 

Even the best written answers will fail if they don’t answer the question. Precision and alignment are what evaluators reward so build your process around this principle. 

At Vision TDM, we help bidders develop high-scoring, client-focused responses by cutting through the fluff and focusing on what buyers are really asking for. 

If you’re tired of hearing “great bid, but not enough marks,” we can help you fix the gap. 

📩 Book a bid review with us today and let’s ensure your next submission speaks directly to what the evaluator wants, clearly, confidently, and convincingly. 

🔗 Want help sharpening your next bid? Let’s talk 👉 www.visiontdm.co.uk

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