The Key to Winning Bids
- Vision TDM
- Jul 28
- 2 min read
If your bids are still focused on what you offer, you’re missing the mark.
The reality? Buyers don’t care about your services until they believe you understand their problems.
In competitive tendering, it’s not enough to show up with credentials and capability you need to prove that you get the client, their challenges, and what’s at stake.
The Bids That Win Are the Ones That Solve Problems
Buyers are under pressure, tight timelines, limited budgets, high expectations, and risky decisions. If your proposal doesn’t speak to that pressure or offer a clear path to relief, you’re just another name in the pile.
Here’s how to make the shift from talking about yourself to addressing what really matters to the client:
1. Identify Their Pain Points. Don’t Guess, Research
Start by digging deep into the client’s world. What’s broken in their current process? What are they afraid of getting wrong? Look for clues in the brief, past projects, and industry trends — then reflect it back to them in your response.
Tip: Use their language. Mirror their concerns. Make it feel like your proposal was written from inside their organisation.
2. Position Your Solution as the Antidote
Generic statements like “We’re reliable and experienced” won’t cut it. Instead, draw a straight line between their problem and your solution. Be direct. Be specific. Show them you’ve thought this through.
"You need X. Here’s how we’ll solve that, and why it works."
3. Back It Up with Proof
Anyone can say they solve problems. Winning bidders prove it. Bring in evidence: relevant case studies, testimonials, and quantifiable results. Don’t make claims, show outcomes.
Example: "We reduced downtime by 32% in a similar project, saving the client £120k in the first year."
4. Focus on Results, Not Features
Clients don’t buy features they buy outcomes. They want to know: What will this do for me? Whether it’s saving time, reducing risk, or improving performance focus every section of your bid on impact.
Why It Matters
Evaluators are human. They respond to proposals that show insight, understanding, and relevance. When you focus on the client’s pain points not just your capabilities, you create a proposal that feels like a solution, not just a submission.
Need Help Refocusing Your Bids?
At Vision TDM, we specialise in helping bid teams create proposals that land because they speak directly to what the client cares about most.
📌 Ready to stop listing services and start winning?
🔗 Book your FREE Bid Review Call.
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