Top 5 Bid Writing Mistakes and How To Avoid Them

Avoiding common mistakes and pitfalls to the bid writing process is essential to produce a high-quality submission. In addition to the key bid writing skills outlined in our article earlier this year, we expand on common bid writing mistakes and how best to combat these when undertaking tender writing.

Not answering the question which was asked

Perhaps the most common trap a bid writer falls into is answering a question they wanted to be asked, rather than the one that was actually posed by the buyer.

Even if presented in a high-quality, persuasive manner, irrelevant content is unlikely to score marks with the evaluation panel, and will also make it more challenging when writing to tight word limits.

As part of this, you should review each response carefully to ensure:

• All parts of the question have been answered and addressed in full and there are no gaps in content
• Responses comply with the contract specification, KPIs and other requirements, such as minimum social value thresholds
• Content mirrors the language used by the buyer in the wording of the question and specification – for instance, using ‘tenants’ instead of ‘customers’
• Persuasive, evidence-based detail such as statistics from other contracts is incorporated into responses.

Our internal bid review process ensures that each narrative response we produce adheres to this process – also mitigating any risk of misinterpretation, such as the difference between contract mobilisation and contract implementation.

Failing to tailor content to the specification

A thorough review of the specification before the bid writing process begins is critical to ensure that you have a strong understanding of the contract requirements.

Knowledge of the specification will also ensure content within the bid reflects what the buyer wants – and expects – to hear from the successful bidder. It will also support focused, targeted and relevant content within responses.

As you write, referring to specific sections or lines within the specification will signpost the evaluator, confirming your compliance and making it easier to award marks to your bid.

Overusing previous material from your bid library

An organised, well-maintained bid library is an important tool for any expert bid writer. It allows you to refer to previous responses and leverage material which scored highly in the past, tailoring this to the current tender opportunity.

However, simply copying and pasting previous responses wholesale will result in generic and even irrelevant content being included. Consequently, material within the bid library should always be used as a starting point rather than the finished product.

The goal should always be to produce a tender which is of a winning standard, not just completing the submission. Whilst your bid library is likely to have useful information, this should be used in conjunction with the tender documents, information from technical subject matter experts and a bid writer’s own best judgment on how best to approach questions – and what is likely to receive the highest marks based on the authority’s requirements.

Lacking a cohesive bid strategy

A key differentiator of winning bid submissions is a strong, unifying bid strategy across responses. This will support your submission to stand out from other bidders, and lack of strategy weakens the resonance of your tender with the evaluators – and, ultimately, your chances of success.

Highlighting features to your service offering without explaining benefits

Describing the ‘what’ and ‘how’ of your solution of service model is a good starting point – however, equally critical is the ‘why’ to your approach and how this will drive benefits and value for money.

Not addressing the authority’s preferences and local profile

The tender pack will provide both explicit and implicit indicators for qualities they are looking for in the preferred bidder. Independent research while writing can help to address this aspect and further personalise the response – for instance, referencing a local council’s sustainability plan when writing an environmental management response.

Not planning responses before you begin writing

Often introduced when the bid writer is under time pressures, failing to plan responses will often lead to rushed, incoherent responses which may be unequally weighted to a particular topic within a question.

Prior to drafting, each narrative response should have an ‘answer plan’ which breaks down the question into separate headings and highlights content which needs to be included. Bid planning responses will make it easier for the evaluator to read, but also ensures that you address all aspects of the question, maximising the available marks for each tender response.

Failing to utilise tender feedback to improve

Lastly, an essential step to continuous improvement in bid writing is considering and implementing changes following tender feedback. In line with the regulations outlined in the Procurement Act 2023, feedback for successful and unsuccessful bids for above-threshold, public-sector contracts must be provided to bidder organisations, alongside the formal tender award notice.

When reviewing feedback, make note of the following:

• Individual scores for quality questions and topics to identify opportunities for improvement – for instance, lack of clarity around how your social value commitments will be monitored and measured  
• Qualitative feedback included as part of the evaluation to address in future bids. For example, did your proposed level of resource for the contract create reservations for the evaluation committee? In future, you could consider making clear that all resource assigned to the contract will be ‘ring-fenced’, providing assurance of delivery.
• The organisation awarded the contract and unsuccessful bidders (if publicised), noting your comparative strengths and weaknesses across quality and price. Making note of repeat bidders who are tendering for the same opportunities as your organisation will allow you to strengthen your competitor analysis.

At Executive Compass, our bid and tender writing services have been developed over 16 years and 7,000 submissions – enabling us to proactively avoid common bid writing mistakes and support sustained success for our clients.

Equally, our bid writing training supports clients to develop their bid writing skills in accordance with best practice, giving them the best possible chance of success.

To find out more, book a free 30-minute consultation at info@executivecompass.co.uk or 0800 612 5563.