Tender Writing For Your Audience

Tender writing is a skill that requires precision, strategic thinking, and the ability to speak directly to the needs of your audience.

A well-crafted tender not only demonstrates that you have the capacity to deliver a project but also that you understand your client’s specific requirements and can address them effectively.

Businesses that tailor their tender responses to meet the needs and expectations of their target audience are far more likely to win contracts.

Audience-focused tender writing

In its simplest definition, tender writing is a type of communication.

It is meant to persuade a potential buyer into believing that your business is the one to provide the solution to their problem. This implies that to come up with a good tender, one has to know their target market and what they are likely to respond to. Preparing a vague proposal that does not meet the client’s needs and expectations is one of the worst things that can happen to a business, even if the company is the most suitable candidate for the job.

A good tender response fits the culture, mission, and issues facing the people reviewing it. This way, you present your business’s strengths in a manner that is most relevant to the client’s needs. When you adjust your tender responses to the target audience, you create an impression that your business cares about the client's needs.

Identifying your target audience

The first strategy used in writing an audience-centric tender is understanding who the audience is. When writing a tender, the target audience usually comprises procurement personnel, decision-makers, and other stakeholders of the organisation that has issued the tender. Therefore, it is important to understand the structure of this audience in order to present the proposal.
One can start by researching the client organisation. What business does it do? What does it stand for, and what does it want to achieve in the long run? What problems or prospects are it experiencing at the moment?

The answers to these questions will help you create a picture of the client and allow you to get into their mind. For instance, when bidding for contracts for the Australian government, the key success factors may include compliance, price, and transparency, while in a private business, the key success factors may include creativity, speed, and cost.

Understanding client needs and priorities

Once you have identified your audience, the next step is to understand their needs, priorities, and pain points. Each client is unique, and their expectations will differ depending on the project, industry, and objectives. This understanding should inform every aspect of your tender response.

Begin by carefully reviewing the tender documents, including the specifications, evaluation criteria, and any background information provided by the client. These documents will often give you clues about what is most important to the client. Are they looking for the lowest-cost option? Is innovation a key priority? Do they have specific concerns about risk management or sustainability?

For example, a tender writer in Sydney submitting a proposal for a public infrastructure project might emphasise the business’s experience with similar large-scale projects, compliance with local regulations, and commitment to minimising environmental impacts.

Crafting compelling proposals that resonate

Once you have a clear understanding of the client’s needs and priorities, the next step is to craft a compelling proposal that speaks directly to those elements. Your tender response should be structured to highlight how your business meets the specific requirements outlined in the tender documents while also demonstrating your broader value proposition.

The art of storytelling plays a significant role here. A compelling narrative helps the client visualise how your solution will solve their problem, meet their needs, and deliver positive outcomes. This is more than just listing your qualifications or experience. It's about weaving your business’s capabilities into a story that addresses the client’s specific challenges.

For instance, rather than simply stating that your company has experience in project management, you can describe a previous project where you successfully delivered results under similar circumstances. Explain how the lessons learned from that project will be applied to the current tender. This not only demonstrates your capability but also builds a connection with the client by showing that you understand their situation and have practical solutions.

Developing a strong value proposition

Your value proposition is what sets your business apart from the competition. In a competitive tendering process, it’s essential to highlight your unique strengths and demonstrate why the client should choose you over other bidders.

To develop a strong value proposition, focus on the following:

• Unique Selling Points (USPs). Identify the specific features, capabilities, or approaches that distinguish your business from others. This might include specialised expertise, innovative solutions, or a track record of success in similar projects.
• Alignment with client needs. Make sure your value proposition is directly tied to the client’s priorities. How does your solution address their pain points more effectively than your competitors?
• Quantifiable benefits. Where possible, provide data or metrics that demonstrate the tangible benefits of choosing your solution. This could include cost savings, time efficiency, or improved outcomes.
• Testimonials and case studies. Incorporating feedback from previous clients can add credibility to your proposal and reinforce your value proposition.

Managing risk and compliance

Risk management is another critical aspect of tender writing, especially for clients with large, complex projects. Demonstrating that you have a solid plan for identifying, mitigating, and managing potential risks can set your proposal apart from others.

Clients want to know that your business has considered all possible risks and has strategies in place to address them. Whether it’s supply chain disruptions, regulatory hurdles, or project delays, having a proactive risk management plan reassures the client that your business is well-prepared.

Similarly, compliance with regulations and standards is essential, particularly for government contracts. In your tender response, be sure to address how your business meets all relevant legal, environmental, and safety standards. For those working in tender management processes, ensuring compliance is non-negotiable and will heavily influence the client’s decision-making process.

Maximising your chances of success

Tailoring tender responses to your audience is an essential strategy for winning contracts and building successful business relationships. By identifying your target audience, understanding their needs, and crafting proposals that speak directly to their priorities, you can significantly improve your chances of success.