If you know what the buyer needs, and it is not included within their specifications, then yes you should offer more – this knowledge is gold.
Why do you spend time and effort cultivating relationships with potential buyers? So you can more deeply understand their needs so you can then propose solutions that meet and exceed them.
I’m often faced with the complaint from unsuccessful bidders that the buyer was always going to award the contract to the current supplier. More often than not there is no conspiracy. The reality is just that the incumbent knows more about the buyer than the other bidders and the quality of their submission reflects this.
The other thing to bear in mind here is how the questions are being scored. For top marks some scoring criteria ask for something like: “fully meets requirement” others might say something like “meets and exceeds requirement”. In this second example to score top marks you are explicitly being asked to go above and beyond the given specification! Even if it isn’t explicit like this you should always find a way to show how you will deliver value above and beyond what they are expecting.
Think about your overall proposal plan and work out the most appropriate places to include it. The winning bid is more often than not the one that demonstrates the biggest difference between value and price.
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