Before You Start Writing
Writing a winning tender is about more than elegant prose — it's about demonstrating that you understand the buyer's needs, can deliver the required outcomes, and offer value for money. Before you write a single word, you need to prepare.
1. Read Everything Thoroughly
This sounds obvious, but many bid teams skim the documents and miss critical details:
- Specification — What exactly is being procured?
- Evaluation criteria — How will your response be scored? (This is the most important document)
- Terms and conditions — What are you committing to?
- Pricing schedule — How should costs be presented?
- Response instructions — Format, word counts, structure, mandatory documents
- Clarification responses — Q&As that may modify the original requirements
The Crown Commercial Service recommends reading all tender documents at least twice before beginning your response — once for understanding, once for detail extraction.
2. Extract the Evaluation Criteria
Your response will be scored against specific criteria. Extract and understand:
- What are the scored questions? — List every question that carries marks
- What are the weightings? — Which questions are worth most?
- What does "excellent" look like? — Read the scoring descriptors carefully
- What's mandatory? — Which requirements are pass/fail?
- What evidence is expected? — Case studies, data, policies, certifications?
3. Decide Whether to Bid
Not every tender is worth pursuing. Consider:
- Can you meet the mandatory requirements? — If not, don't bid
- Is this a genuine opportunity? — Or is the incumbent likely to win regardless?
- Do you have capacity? — Can you write a quality response and deliver the contract?
- Is the value worth the effort? — Large bids cost £5,000-£50,000+ in bid costs
- Do you have relevant experience? — Can you provide the evidence required?
Use a structured bid/no-bid decision framework. Our bid management software includes scoring tools for this.
How to Structure Your Tender Response
Follow the Buyer's Structure
Never impose your own structure. If the buyer provides:
- Numbered questions — Answer each one in order with clear numbering
- Section headings — Use their headings, not your own
- Response templates — Fill in their template, don't create your own document
- Word counts — Respect them absolutely (going over is often grounds for exclusion)
The Winning Response Framework
For each scored question, structure your answer using this proven framework:
1. Opening Statement (10% of word count) Demonstrate understanding of what's being asked. Summarise your approach in 1-2 sentences.
2. Method/Approach (50% of word count) Detail exactly how you'll deliver what's required. Be specific:
- What will you do?
- Who will do it?
- When will it happen?
- How will you ensure quality?
3. Evidence (30% of word count) Prove you can do what you claim:
- Relevant case studies with measurable outcomes
- Named team members with relevant experience
- Data and metrics from similar contracts
- Testimonials and references
4. Added Value (10% of word count) What extra do you bring beyond the minimum requirement?
- Innovation or efficiency gains
- Social value contributions (per PPN 06/20)
- Continuous improvement commitments
- Additional resources or support
Writing Tips for Higher Scores
1. Answer the Question
This is the number one reason bids lose marks. Evaluators are scoring against specific criteria — if your answer doesn't address those criteria, it scores zero regardless of how well-written it is.
Bad: "We are an award-winning company with 20 years of experience..." Good: "To ensure [specific requirement from the tender], we will deploy [specific method], demonstrated by our work on [relevant case study where we achieved X outcome]..."
2. Be Specific, Not Generic
Evaluators read dozens of responses. Generic statements ("we are committed to quality") score low. Specific commitments ("our dedicated account manager will conduct monthly performance reviews against the 7 KPIs specified in Schedule 3") score high.
3. Use Their Language
Mirror the terminology used in the tender documents. If they say "service users," don't write "customers." If they reference specific frameworks or standards, use those exact terms. This demonstrates understanding and makes life easier for evaluators.
4. Show, Don't Tell
Every claim needs evidence:
| Claim | Better Version | |-------|---------------| | "We deliver high-quality work" | "Our ISO 9001 quality management system includes 3-stage review processes that have maintained a 98.5% right-first-time rate across 47 similar contracts" | | "We have experienced staff" | "The proposed team lead, Jane Smith (PRINCE2 Practitioner, 12 years' experience), successfully delivered the [similar contract] achieving all 23 KPIs" | | "We understand the challenges" | "Through our current contract with [similar client], we've identified that [specific challenge] requires [specific approach], which reduced complaints by 34%" |
5. Write for the Evaluator
Remember who's reading your response:
- They may not be a subject expert
- They're reading multiple responses in a short timeframe
- They need to find evidence against specific criteria
- They need to justify their scores to a moderation panel
Make their job easy:
- Use clear headings and subheadings
- Include a brief summary at the start of each section
- Use bullet points for lists
- Bold key commitments
- Reference the evaluation criteria explicitly
6. Get the Compliance Right
Non-compliance kills more bids than poor quality. Check:
- Word counts — Count carefully. Evaluators typically stop reading at the limit.
- Page limits — Including margins, font size, and spacing requirements
- Required documents — Policies, certifications, accounts, insurance certificates
- Declarations — Signed, dated, by an authorised person
- Format — PDF vs Word, file naming conventions, portal upload limits
According to GOV.UK procurement best practice, compliant submissions that merely meet the minimum standard will score 3/5. To achieve 4-5/5, you need to exceed expectations.
Case Studies: How to Present Evidence
A strong case study follows the STAR format:
- Situation — Context and client challenges
- Task — What you were commissioned to do
- Action — What you specifically did (method, team, tools)
- Result — Measurable outcomes (data, KPIs, testimonials)
Example:
"When [Local Authority] needed to [requirement similar to this tender], we deployed a team of [X] specialists led by [named person]. Over [timeframe], we implemented [specific approach], resulting in [measurable outcome]. The client commented: '[testimonial relevant to evaluation criteria].' This approach is directly applicable to your requirement for [specific tender requirement]."
Keep case studies:
- Relevant — Choose examples that match the tender requirements
- Recent — Ideally within the last 3-5 years
- Measurable — Include data: percentages, cost savings, time reductions
- Referenced — Name the client (with permission) or describe anonymously
Social Value in Tender Writing
Since PPN 06/20, social value carries a minimum 10% weighting in central government contracts. Many local authorities weight it even higher.
Address the Social Value Model themes:
- COVID-19 recovery — Supporting communities and local economies
- Tackling economic inequality — Employment, skills, supply chain opportunities
- Fighting climate change — Environmental sustainability commitments
- Equal opportunity — Diversity, inclusion, accessibility
- Wellbeing — Community health and cohesion
Be specific: "We will offer 2 apprenticeship positions to local residents within 6 months of contract start" beats "We are committed to local employment."
Common Tender Writing Mistakes
- Starting too late — Quality responses need time. Start the moment you receive the ITT.
- Writing in isolation — Get input from delivery teams, not just bid writers.
- Ignoring feedback — If you've bid before and lost, address the feedback from your debrief.
- Over-promising — Commitments in your tender become contractual obligations. Only promise what you can deliver.
- Poor proofreading — Typos, inconsistencies, and formatting errors undermine credibility.
- Missing the point — Answering what you think they should have asked, not what they actually asked.
- Recycling old content — Previous responses need adapting to the specific requirements. Evaluators can spot generic, recycled content.
Tools for Better Tender Writing
Professional bid teams use technology to improve quality and efficiency:
- Tender software — Manage the end-to-end process from opportunity to submission
- Bid writing software — AI-assisted first drafts and content suggestions
- Content libraries — Searchable repositories of approved answers and case studies
- Compliance checkers — Automated verification of word counts, mandatory requirements, and formatting
- Collaboration platforms — Real-time multi-author editing with version control
Frequently Asked Questions
How long should a tender response be? Always match the buyer's requirements. If they specify word counts, stay within them. If no limit is given, aim for comprehensive but concise — typically 500-2,000 words per scored question depending on weighting and complexity.
Should I include information they haven't asked for? Generally no. Stick to answering the questions asked. Additional unrequested information is usually not scored and may indicate you haven't understood the requirements.
How do I handle questions about experience I don't have? Focus on transferable experience from related sectors. Demonstrate understanding of the requirement and explain how your existing capabilities apply. If you truly can't meet a mandatory requirement, reconsider whether to bid.
When should I use subcontractors? When you can't meet specific requirements alone. Be transparent about subcontracting arrangements and demonstrate how you'll manage the supply chain. Under Procurement Act 2023, buyers cannot unreasonably restrict subcontracting.
How important is price vs quality? This varies by tender. Typical weightings range from 60:40 to 80:20 (quality:price). Always check the evaluation criteria. Even in price-dominant tenders, you still need to pass the quality threshold.
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