Is your sales message tailored for tendering?

Sales messages

The award of public contracts may be more about costing and capability than your talent for delivering an inspiring pitch, but your sales message matters and can give you an edge – not least when you’re in a crowded competition. So how can you properly apply sales tactics in tendering?

Adapting to the well-defined and stringent scoring criteria of public sector tendering can be tricky if you’ve become used to making sales by targeting the heart as much as the head. The key is finding the right balance between polished pitch and technical prowess and finding ways to weave a compelling message into your responses.

Tell your story

Like any other business deal, you’re selling your wares to a customer so it would be surprising if you didn’t apply some smooth techniques. Your priority should always be to answer the buyer’s questions directly, clearly, and concisely, but try to embed a narrative in your responses.

An overall theme to focus on is your company’s story. What was your origin? Where are you now? What’s your future direction? Buyers aren’t judging you on current capabilities alone, but also on your past record and your ambitions for the future. You can illustrate your suitability by providing evidence of past service provision, current capability, and future plans with a range of visual tools such as case studies, certifications, awards, flow charts and so on.

Where you’re going is particularly relevant, as many contract lifecycles can be up to half a decade and beyond. Will your solutions have changed a few years down the line? Will you have implemented new technology, processes, or supply chain improvements that can provide additional cost savings and added value? If you emphasise your commitment to continuous improvement and the pursuit of efficiency, you’ll be more attractive to public sector buyers facing long term budgetary pressures.

Close the sale

Assuming you’ve formulated a competitive costing proposal and covered the other key elements of the scoring criteria as best you can, a tight competition can come down to a judgement on the part of the evaluators regarding the overall quality of your bid.

When you’re chasing a deal face-to-face or on the phone, closing the sale can come down to an emotional reaction, a turn of phrase, a personal connection, a snap decision. Leads usually become customers not because you’ve feature-bashed your offering, but because you’ve persuaded them that you’re different or proven that you’re the best.

Evaluators are often forced to choose between two or more technically similar bids. You may have demonstrated your willingness and ability to take on the contract in your responses, but have you differentiated yourself from the crowd? Just as you want your story to come across in your bid, your responses should, where possible, convey the unique benefits of working with you relative to the competition. If it comes down to the wire you won’t be in the room to make a last ditch pitch, but if you’ve already told an inspirational tale your bid will do the talking for you.

Reached a plateau in your bid writing and interested in developing your ability? You may be interested in our Advanced Bid Writing Skills training course.

As always, feel free to leave a comment below or call 0800 222 9009 with any questions.

SMEs need to see obstacles as opportunities


SMEs face many challenges when trying to break into public sector contracting but shouldn’t let difficulties dissuade them: a sustainable pipeline of public sector work can be the key to prosperity in the long term. So how do you overcome the initial obstacles?

View pre-qualification as a boost, not a burden

With so many benchmarks to meet and standards to satisfy, becoming eligible to bid can be a major challenge in itself. Try to see it as a chance to ready your team for the pressures of sustained tendering and to prepare your business for growth.

Creating a bid library containing everything from evidence of financial stability and insurance cover to business continuity plans and sustainability standards isn’t a walk in the park, and if you find yourself having to acquire certain industry or commonly required certifications – an ISO management system, for example – you’ll need input from all sections of your company.

Take the opportunity to improve internal processes, promote company-wide cooperation and develop your team’s skills. Upskilling and cross-training – particularly in the creation and maintenance of complex technical documentation as well as project management and coordination – will help you build a high performance bid team and enhance your business more generally.

Exploit the dominance of larger competitors

When you’ve attained a basic level of eligibility, the next challenge is to select your targets and hold your own in a crowded marketplace. Above threshold contracts – those published in the Official Journal of the European Union (OJEU) – will rarely be suitable, as their scope can be too extensive or qualification requirements too stringent. Crucially, you’re almost guaranteed to be up against the biggest players in your industry.

Instead, seek out below threshold contracts that are not subject to the OJEU process. They may be less lucrative than OJEU opportunities, but are more accessible to SMEs and larger operators will often ignore them if they don’t deem the opportunity to be suitably profitable relative to their size.

By exploiting these openings in your competitors’ coverage, you’ll be able to shine without being overshadowed and consequently increase your chances. While a below threshold win may not fill your order book, it gives you the crucial advantage of applicable experience when you commit to winning a large contract.

Take advantage of your size through collaboration

Realism is critical but don’t limit your ambition – there are ways to punch above your weight. A contract partially suited to you but out of reach due to its size or scope isn’t necessarily a lost cause; it could actually turn out to be your big break if you take the right approach.

Buyers who bundle a spectrum of services into individual contracts will usually be open to joint bids from multiple suppliers. Forming a consortium can be doubly beneficial: it positions you to grab a slice of a project that would otherwise be beyond your means, and provides an opportunity to foster long term partnerships with other operators who can enhance or complement your capabilities.

The right mix of partners can minimise overheads and facilitate superior costing proposals. More generally, forming temporary or lasting alliances with other suppliers can help to boost your private sector lead generation efforts in parallel with your tendering activities.

If you’re trying to secure public sector business for the first time you can access our free library of tendering guides and resources here. For more substantial support, our Getting to the ITT training course blends the methodology of tendering with practical exercises. 

As always, feel free to leave a comment below or call 0800 222 9009 with any questions.

End of Year Update

End of year update

It’s been an interesting year for Tenders Direct and the procurement world in general, so we thought we’d review the events of the last twelve months and look ahead to 2019…

Developments in public procurement

2018 began with a modest increase in the value of the financial thresholds that determine which public contracts must be published in the Official Journal of the European Union. We’ll provide an update in January when these are revised for 2019/20. View the current thresholds.

In January major government contractor Carillion went into liquidation. The fallout from the construction firm’s collapse continues to be felt by its private sector partners and a large number of public sector buyers, with the ensuing disruption to supply chains and the additional costs incurred again bringing the issues of value for money and supplier risk management to the fore.

On a happier note, it’s been another year of progress for the public sector in terms of maximising value to their stakeholders via social value requirements. Interest in the topic among both buyers and suppliers has never been higher, and its increasingly widespread implementation in contracts across different sectors is encouraging. Access the recording of our free Social Value in Tenders webinar.

The recent budget saw the official end of Private Finance Initiatives (PFI). The government signaled that it remains sympathetic to the overall concept of Public Private Partnerships (PPP), but concluded that the PFI model has been a failure. Some substantial spending increases – most notable for health and infrastructure – will bolster the flow of public contract opportunities across various service and product areas in the coming years. Read our Budget Update.

Brexit has continued to dominate the national agenda throughout the year and will inevitably remain all-consuming well into 2019. As we noted previously, the UK government has a contingency in place for e-procurement should no deal be finalised. At the time of writing, however, we have plenty of political drama but very little certainty. Attend our free Tendering and Brexit webinar in January.

New and noteworthy at Tenders Direct

We’ve been working hard throughout the year to give our customers as much assistance as possible in their tendering activities, and we’re looking forward to pushing ahead with new developments throughout 2019. Some highlights from the last 12 months included:

Opportunity Manager – A new bid administration tool as standard for all our subscribers designed to help track and manage bids in a customisable pipeline.

Advance Tender Alerts – We upgraded our business development tool to help our subscribers share and manage future prospects more easily. Learn more

Training and Consultancy After another great year of supporting suppliers of all descriptions with full day training courses, tailored consultancy and free webinars, we already have a packed schedule confirmed for 2019.

Our festive opening hours are 9am – 5pm Monday – Friday except:

24th December: 9am – 1pm

25th / 26th December – Closed

31st December – 9am – 1pm

1st January – Closed

 Questions? Leave a comment, chat with us @ or call 0800 222 9009.

Taking the initiative in the public sector

Business Devel

Suppliers are increasingly shifting away from reactive tendering and instead applying business development processes as part of a longer term bid strategy. Why is this the case and how can your company follow suit?

The award of public contracts is based on stringent criteria with well-defined metrics that prioritise value for money. In tendering competitions, the art of persuasion can only be enacted by suppliers if they know and understand their potential customers.

While you can’t win a public contract based purely on an effective sales pitch or by arranging a meeting with a potential buyer, there is no impediment to suppliers proactively engaging with buyers prior to the tender competition starting with a view to raising awareness of their services and laying the groundwork to influence future bids.

Are buyers receptive to being approached by suppliers?

Market awareness is as important to public sector buyers as it is for any other decision maker with a limited budget, and can be a critical factor in shaping procurements.

Knowledge of available solutions allows procurement teams to draft well-informed invitations to tender that reflect market reality, and this is precisely why many buyers conduct supplier engagement exercises ahead of procurements via Prior Information Notices and meet the buyer events.

I want to begin tendering proactively. Where do I start?

At Tenders Direct we encounter many suppliers who bid reactively and blindly without having had any previous contact with buyers. This “firefighting” approach can leave you on the back foot, put pressure on time and resources, and ultimately prevent you from maximising your chances of success.

The acquisition of market intelligence and the formulation of a long term bid strategy are key. Cultivating relationships with buyers lets you gain an insight into their specific needs and preferences, making it more likely that you can create a customised bid that makes you stand out from the crowd.

Identifying opportunities ahead of time including renewals of existing contracts can allow you to create a pipeline of prospects, conduct go/no go assessments, and begin pre-engagement efforts and bid preparations long before a tender is even published.

Access a free recording of our Business Development for Tenders webinar for an in-depth discussion of how to take the initiative in your tendering activities, including how our Advance Tender Alerts tool can help.

Autumn Budget Update

Autumn Budget Update

As he delivered the Autumn Budget yesterday Chancellor of the Exchequer Philip Hammond joked that the decision to address Parliament on a Monday – rather than the traditional Wednesday – was an attempt to avoid Halloween-related headlines.

It didn’t work, as many observers are today pointing out that Hammond is handing out a lot of treats and some are suspicious that this is some kind of trick intended to gain the good will of voters ahead of a rumoured general election.

Hammond had to find funding to make good on an earlier pledge of an extra £20 billion per year to the NHS by 2023 and also ensure that funds are allocated to cover any additional costs associated with the Brexit process. He ticked these boxes and had a few other surprises in store.

Key announcements included:

  • Additional £20 billion over five years for the NHS including £2bn per year for mental health
  • A £30bn investment package for roads in England
  • Extra £1 billion for Defence with a focus on cyber warfare
  • Extra £500m to fund an additional 650,000 homes
  • Additional £500 million for Brexit-related costs
  • No further Private Finance Initiative (PFI) contracts to be signed
  • The National Living Wage to increase by 4.9% to £8.21 per hour as of April 2019.
  • Apprenticeship levy for smaller companies reduced by 50%

What impact will this have on public procurement?

Such substantial spending increases in health, infrastructure and defence will inevitably result in more contract opportunities for suppliers in certain subsectors over the coming years, but perhaps the most notable news is the abolition of the Private Finance Initiative (PFI) procurement model.

The demise of PFI marks a shift in national procurement strategy and will be welcomed by many due to the failure to deliver savings to the taxpayer as intended. Indeed, a National Audit Office report published in January this year found that taxpayers will be liable for almost £200 billion in payments to PFI contractors over the next 25 years.

Hammond made it clear that the government remains committed to the overall concept of Public Private Partnership (PPP) if it “delivers value to the taxpayer and shifts risk” to the private sector, but stated that “there is compelling evidence that PFI does neither”.

We’d like to hear your views about the budget – tell us what you think in the comments below.

Expanded webinar schedule


We’re pleased to announce dates over the coming months for a new selection of free webinars:

Getting to the ITT – Tuesday 30 October

Writing Compelling Bids – Thursday 6th December

Advanced Bid Writing Skills – Thursday 7th February

If you’ve ever wanted to attend our full day training courses but are unsure of the content and what skills and knowledge you will come away with, you can now attend condensed overviews of our most popular courses online.

Business Development for Tenders – Friday 9 November

We’ll discuss the advantages of pre-engagement with public sector buyers and demonstrating how our Advance Tender Alerts service can help suppliers escape from the rut of reactive tendering in our new Business Development for Tenders webinar.

Tendering and Brexit – Wednesday 23 January

We’ll also be keeping you informed about the impact of Brexit as the endgame takes shape, focusing on how it will affect public sector tendering and what steps suppliers should be taking to prepare. As well as these webinars, we’ll of course be sharing our analysis on the Tenders Direct blog as and when we have some level of clarity on the outcome of negotiations.

To find out more about all the webinars available and to book your space, visit:


Questions? Leave a comment, chat with us at or call 0800 222 9009

No-deal Brexit – the Government is preparing, are you?


The UK Government has announced plans to create a new e-procurement system to replace the Official Journal of the European Union (OJEU) in the event that the ongoing Brexit negotiations do not produce an agreement.

While it is still unclear whether or not a deal will be reached, the new guidance outlines a contingency plan intended to guarantee continuity in UK public contracting.

What does this mean for public procurement in the UK?

The UK is due to formally leave the EU on 29th March 2019. Until that date, tenders above the relevant threshold must still be published in the OJEU as normal. Subject to the nature of the UK’s continuing relationship with the EU, it is possible that this will continue to be the case.

If there is no agreement, a new system for publishing above-threshold notices will be implemented. Aside from this, however, all the national procurement portals of the constituent parts of the UK – Contracts Finder, Public Contracts Scotland, Sell2Wales, and eTendersNI – will remain in place.

What do you think?

As Brexit approaches we have been receiving more and more queries from our subscribers – whether they be supportive of exiting the EU or not – about the future of public procurement in the UK. Now that the endgame is beginning to take shape, we’d be interested to know your views. When it comes to public procurement, are you preparing for all eventualities? What else would you like to see clarified before March 2019?

Ask us a question or let us know what you think in the comments below.


Pitfalls established suppliers must avoid


You’ve won plenty of contracts over the years and feel satisfied that you lead your industry. That may be the case, but change can come like a thief in the night. Ensure that you remain competitive by avoiding some common mistakes.

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Timescales under the 2015 Public Contracts Regulations – updated


We regularly receive queries regarding the minimum timescales that apply in each type of procurement procedure. These timescales specify the number of calendar days required between a notice being sent to the Official Journal of the European Union (OJEU) for publication and the deadline for submission of responses.

The timescales can often cause concern with both suppliers and buyers due to the delay between submission of a notice to the OJEU and it’s publication. It can take at least 48 hours for a notice to be published after it is submitted, during which time there is an embargo on it being advertised nationally (for more information please see this blog).

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Securing your first contract

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Making your first breakthrough in the public sector can be just as much about your strategy and mindset as it is about the content and quality of your bids. You can maximise your chances of success by applying a few basic principles.

Continue reading “Securing your first contract”

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