In his poem Calmly We Walk Through This April’s Day, Delmore Schwartz observed that “Time is the fire in which we burn”. Anyone familiar with tender submissions will probably have sympathy with this sentiment. After finding a promising contract, it can be quite a struggle to prepare a bid within a limited time-frame while staying on top of existing commitments.

Many suppliers tell us that racing to meet tight deadlines while wading through piles of bid documents only to be rebuffed after all their efforts makes them less inclined to bother bidding at all. This kind of “reactive tendering” can be both exhausting and futile, so what can you do differently?

Try giving yourself a head start by scoping out your targets in advance. Is there a particular buyer you’d like to contract for? If you can build even the most modest relationship with them you can gain useful intelligence about their specific needs and procurement strategy. When they go out to tender, this can help you make your bid as bespoke as possible.

Is there an existing contract that you missed out on or are now in a position to go for? If you establish when it is due for renewal and start your preparations months ahead, you’ll have much more time to perfect your pitch without feeling pressurised. This will leave competitors who only became aware of it when the tender notice was published rushing around while you calmly put the finishing touches on your submission.

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Most of us are familiar with this quote widely attributed to Albert Einstein: “The definition of insanity is doing the same thing over and over again, but expecting different results.” It transpires that there is no record of Mr Einstein saying this, but there is truth to it regardless.

Suppliers struggling to win public contracts should keep this maxim in mind when considering their next move. If your bid has been knocked back, it is crucial that you find out why and take corrective action. Where did you fall down? What were you unaware of? How can you improve?

We find that one of the more common missteps made by aspiring contractors after unsuccessful bids is failing to seek as much feedback as possible from buyers and not conducting a detailed assessment of what they could have done better. Instead of allowing your efforts to be wasted, why not use them to your advantage?

Once a contract is awarded, suppliers are entitled to feedback from buyers including a breakdown of their scores and the characteristics and advantages of the winning bid. Conducting a thorough review of your submission with the information available can provide a wealth of applicable knowledge about your strengths and weaknesses.

Persisting with the same stale strategy may not be insanity, but it is certainly not sensible. If you learn lessons, hone your skills, and adjust your approach, you’ll be a much more powerful presence in the next competition.

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One of the most common pieces of feedback we receive from subscribers trying to win their first public contract is that they are tired of being knocked back from promising opportunities, with many minded to give up entirely and focus their efforts exclusively on the private sector.

This is entirely understandable when time and resources are minimal and the workload involved in bidding so substantial, but companies in any industry need diverse revenue streams in order to prosper and grow. Winning your first tender is not so much about the here and now, but about the future: once you have your foot in the door, many more opportunities will open up to you.

In our experience, it pays to be pragmatic when selecting your target. Larger contracts are unlikely to be awarded to a supplier with no previous public sector experience, so below-threshold procurements should be your focus; they may not be worth millions, but winning just one can prove to be a vital stepping stone for any company aspiring to win large government contracts.

In other words, don’t try to run before you can walk. Be selective about your bids and focus on winning one of the more modest contracts in order to give yourself the best chance of success. Your first win allows you to demonstrate your capabilities and gain vital references, which will be invaluable when making your pitch for a larger and more lucrative contract.

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