Mastering Your Bid Presentation: Strategies for Success

When you’re writing your bid and planning your winning bid presentation, it’s crucial to know exactly what you want to say to your potential client and how you want to say it. It’s imperative that they understand what you do and how good you are at it. So, you might think you need to include your company history, examples of your best work, and CVs that showcase your team's expertise, right?

WRONG!

I know…I’m shouting again, so I’ll stop and explain.

Understanding the Client's Perspective

I review lots of bids for companies ranging from international blue-chip businesses to SMEs and everyone in between. I regularly see the common mistake of telling clients what they want to say rather than addressing their needs. Recently, I helped a large national company with a bid. They were asked to provide “a statement describing how they would manage and resource the project to ensure high quality.” The author started with a long history of the company that, while interesting, bore no relevance to the question. Had we not amended the statement, our score for this question would have been very low, risking alienation of the client.

People are rightly proud of their work. They’re honoured to be part of a group of professionals who are experts in their field. They often feel flushed with their achievements and want the world to know about them. But think about it from your client's point of view. They’ve made a significant decision to come to the market and seek help. They might feel a little nervous about stepping away from their usual support network to create a new relationship with uncertain outcomes.

If this is the case, they’re likely to be cautious. They want you to build trust through what you say in your written submission and presentation. Charging in and telling them all about your company might seem insensitive and elitist, giving them the wrong impression and starting your relationship on the back foot.

Building Relationships Through Bidding

You’re probably aware of the focus on building relationships in business, whether face-to-face or online. It’s no different when bidding. You must connect through your writing and carry that connection into any presentations or interviews.

Take a moment to review one of your previous bids. Did you talk more about your company than about your client’s issues? For many professional bid writers, this won’t be a mistake you make, but it’s worth checking the first drafts and seeing what your technical authors wrote. If they’re getting it wrong, it wastes valuable time in the bid process. Perhaps they should get some training to improve their skills.

Consider your last presentation. Did you retain your client’s full attention, or did they seem to drift away? Losing your audience at any point means they’re no longer listening to you.

Addressing Client Needs

Whether you’re responding to a pre-qualification questionnaire (PQQ) or an invitation to tender (ITT/RFP), you’ll need to answer the specific questions they want you to answer. The big question they really want you to answer is, “What can you do to help us solve our problem?” or more simply, “What’s in it for me?”

So, telling them what you do or how good you are at it is only important when considered in relation to the problem your client wants to fix. It’s crucial that you focus your attention here. It’s not about telling them what you want to tell them but…

Telling them what they want to hear.

Next time you’re planning your bid or presentation, be sure to research the opportunity. Address every issue that concerns your client in the way they want. Your company, the things you do, and the people who do them are indeed key to fixing your clients' problems. Just make sure your communication always relates to what they want to hear.

Top Tips for Winning Bids

1. Review Previous Bids: Read through a previous bid and gather your presentation team for a quick review. Check if you were entirely focused on your client’s issues or if you drifted into telling them something you felt was important, even though it wasn’t what they’d asked.

   
   

2. Engage Your Audience: Ensure your presentation keeps your audience engaged. Use visuals, anecdotes, and relatable examples to maintain their interest.

   
   

3. Tailor Your Message: Customize your message for each client. Understand their unique challenges and position your solutions accordingly.

   
   

4. Practice Active Listening: During presentations, listen to your clients' feedback and questions. This shows you value their input and are committed to addressing their needs.

   
   

5. Follow Up: After your presentation, follow up with a thank-you note. Reiterate your key points and express your enthusiasm for the opportunity to work together.

   
   

Ready to Level Up Your Business?

A powerful business strategy isn’t a one-off task; it’s an ongoing process of refining, adapting, and staying focused. The reward? More contract wins, deeper client trust, and a business built for lasting success.

Want to see how a tailored strategy can help you win more bids? Start with a free bid strategy call. Often, the right perspective and expert guidance are all it takes to unlock your next big opportunity.

Because every major win starts with a solid plan. So—what’s your next move?