7 Ways to Write Winning Bids

A Supplier's Guide to Effective Tender Responses 📈

As a supplier, you might think that the difference between writing a winning bid and a losing one hinges solely on the solution you're offering. In reality, mastering the art of bid writing requires key tactics to ensure your tender submission reflects the true quality of your work.

This supplier guide outlines seven essential ways to help you achieve higher tender scoring and better win rates, transforming your tender responses into successful contracts.

Below are seven proven bid writing tips you can apply on your next opportunity, from critical pre-bid planning to crafting detailed method statements that show exactly how you will deliver.

1) Pre-Bid Planning is Key to Winning Bids

Putting together a great tender response is about more than the words on the page.

Before the invitation to tender arrives, there are a number of key actions you should take as part of your pre-bid work:

• Opportunity Fit: Is this right for your business at this time? If you have doubts over capacity, profitability, or whether you'll meet all mandatory requirements, redirect your resources to more promising tenders. A strong opportunity fit is the first step to a winning bid.

• Know the Buyer: What do you know about the buyer, and what relationship do you have? Establish their priorities and pain points. You can research using their strategies and market engagement notes, as well as by simply reaching out.

• Competitor Research: Identify where others are strong or weak so you can position yourself clearly. Pay particular attention to any incumbent supplier.

• Compliance Baseline: Draft a simple compliance matrix to track every instruction, schedule and evidence requirement.

Public buyers publish extensive guidance on how they expect suppliers to engage and submit quality tender responses. Reviewing the Sourcing Playbook helps you understand the policy drivers behind their bid evaluation criteria and commercial choices, which in turn informs your strategy.

2) Storyboard to Align with Bid Evaluation Criteria

Bid writing requires precision. Word counts are tight, so you need to ensure that you're properly addressing each question and hitting all the scoring criteria. This is where storyboarding is essential.

A storyboard sees you carefully reading through each question and sub-question. You can then use these to identify the client's requirements and bid evaluation criteria. This exercise will then help you to craft your answers.

Think about:

• The problem the evaluator is trying to solve

• How to incorporate your win themes

• Providing evidence and proof

• Structuring your answers to match the question

• Using graphics to add value
  

3) Mirror the Buyer’s Language for Higher Tender Scoring

As an evaluator, it’s always helpful when a supplier’s tender submission is easy to mark. Using the same terms, order and emphasis used in the specification and scoring guide goes a long way.

Follow the sequence of the question so your headings and first sentences line up with each scoring point. This helps the evaluator find what they need without hunting for it.

Pay attention to tone as well as wording. If the documents are direct and plain, keep your writing tight and practical. If the buyer defines outcomes up front, start your paragraphs with outcomes too, then explain the how.

Avoid generic claims and name the tools, roles and processes the buyer already recognises. Small touches make a difference, such as adopting their job titles, section names and data units. The aim is to make the evaluator’s job easier. By showing that your way of doing things is aligned with theirs, you’re more likely to achieve full tender scoring.

4) Provide Strong Case Studies for Evidence-Based Tender Responses

Case studies are one of the most valuable tools available to you. They help you to show the outcomes that you’ve achieved for previous clients, and, in turn, provide proof that you can deliver for the buyer. Include basics at a glance such as scope, dates, locations and contract value if you’re permitted to share it.

Include details such as:

• Context: Contract scope, value, locations and delivery environment.

• Challenge: Key risks, constraints or legacy issues that shaped your approach.

• Action: The methods, resources and controls you applied to solve the problem.

• Outcome: Measurable benefits linked to the buyer’s objectives, such as programme certainty, safety performance, quality or cost.

• Transferability: The specific practices or lessons you’ll replicate on this contract.
  

Framework KPIs, independent audits or client quotes can be hugely beneficial in backing up your claims. Simple visuals, such as tables or timelines, can also illustrate your impact. Keep names and figures compliant with permissions, and finish with a single sentence that links the outcome back to the buyer’s priorities.

5) Build Win Themes into Every Section for Persuasive Tender Responses

A win theme is a key message that is woven throughout each of your answers. It aims to both highlight your unique value propositions and tie them to what the buyer is looking for.

By keeping your win themes consistent throughout your submission, you can ensure that your narrative for your tender response is persuasive and easy to understand.

Writing a win theme often starts with the CVD formula:

• Capability: show that your solution meets the buyer’s needs

• Value: showcase long-term benefits

• Differentiator: highlight what sets you apart from competitors

Government guidance highlights that buyers seek best value through transparent, robust evaluation. Win themes help evaluators connect your solution to those value drivers, setting up your tender submission for success.

6) Use Benefit-Led Answers

Start each paragraph with the outcome the buyer wants, then explain how you deliver it and finish with proof. This makes the value clear at a glance and helps evaluators tick off scoring points without hunting for them.

Replace general claims with specifics such as named roles, tools and metrics, and keep the language active. Use numbers wherever you can. Tie those numbers to the buyer’s priorities such as programme, safety, carbon, social value or resident experience. Keep sentences short, keep jargon to a minimum and put the most important point first.

7) Use Method Statements to Show Practical Delivery

Method statements turn promises into a working plan. They show sequence, resources and controls, so the evaluator can see exactly how risks are managed and how outcomes will be delivered. Keep them practical and specific to the site and scope.

Strong method statements typically include:

• Scope and Assumptions. What is in and out, and the site conditions assumed.

• Sequence. Step-by-step tasks with dependencies and durations.

• Resourcing. Named roles, plant and specialist subcontractors.

• Quality Controls. Hold points, inspections and test plans.

• Health, Safety and Environment. Risk assessments, RAMS and emergency arrangements.

• Interfaces and Stakeholder Management. Permits, isolations, access, resident or business communications, and coordination with principal contractor or client team.

• Contingencies. What happens if a key risk materialises.
  

While method statements are not always mandated by law, they are proven to help plan, manage and monitor construction work safely. Linking your method statements to risk assessments and communicating them clearly to site teams gives evaluators confidence in safe, controlled delivery.

Writing Winning Bids

Stronger scores come from discipline, not luck. Qualify well, plan before you write and make it easy to mark.

Lead with outcomes, back them with proof and show exactly how delivery will work. Keep language aligned to the buyer and focus every page on what they value most. Do this consistently and you raise quality, cut rework and put yourself in the best position to achieve winning bids.

Author

Dave Thornton, Founder and CEO Thornton & Lowe

Bid Writing Consultant & Public Sector Supply Chain Specialist. I'm a seasoned bid writing consultant with hands-on experience helping businesses secure public sector contracts. We help with public sector tendering, from identification, selection and award. Collaborating with the social housing sector to help them achieve procurement compliance and value for money.