How to write a winner tender document
Winning a tender is all about salesmanship using print. It is all about addressing the needs that your prospect wants to be fulfilled as well as proving you fulfill those needs in the most results-oriented ways
1. You need to find out why they are calling for tenders, what is important to them and why they want to undertake the project.
2. Send them a pre-proposal letter thanking them for their time. The letter should also say “thanks you for your information” and that you are looking forward to putting together a tender document for them.
3. Establish a relationship with your prospective client that begins from your first call.
4. Do research, research and more research. Find out everything you can about the company.
Writing the Content
5. Establish a relationship with your prospective client that begins from your first call. Follow the guidelines precisely. Structure your documentation around these guidelines. Add any extra information towards the end of the document.
6. Start by identifying their problem, or the core reason that they included that criterion. Show that you have understood it and provide a solution.
7. Prove your claims by including case studies, results, guarantees and testimonials.
8. Make a list of your most impressive customers.
9. List results you have achieved. Include a guarantee.
10. If you include a powerful money-back guarantee that reverses risk, it takes away one of their major buying fears.
11. Include some testimonials.
12. They just want to know what you’re going to do for them, not how big you are. Tell them what’s in it for them.
13. Include a comprehensive action plan which clearly sets out how you are going to deliver these results.
14. Include a corporate profile that shows your company background, expertise, skills and the qualifications of your key people, your philosophy and your results.
Write a winning presentation
15. Present it professionally. You never get a second chance at a first impression.
16. Use the word YOU more frequently, because people are so self-absorbed. Use the word ‘you’, instead of ‘we’ and ‘us’ to keep your prospect interested.
17. Using the person’s name throughout the document, gives you instant rapport with your client and most people like the sound of their name and love to see it in print.
18. Talk about emotions and appeal to a person’s emotions in your body copy, you’ll get better results.
19. Write as you speak. When you write effective sales copy you are communicating a sales presentation on paper. To do that you need to talk benefits.
20. Use a serif typeface – not a sans serif typeface.
21. People are visual so include some flow charts so your clients know how your business structure is working. Use graphs and tables. Show figures in a graph, rather than in text format. Include a comparison of your results with other companies’ results.
22. Sign your name in a full, easily readable format to project a more trustworthy, friendlier image Also sign in blue ink as it is seen as friendlier and it stands out better.
23. Implement a structured follow-up process designed to ‘check-up’ and provide them with further information, if it is required. This shows you’re committed to helping them get results.
24. Make sure you keep in touch with them, with telephone calls, newsletters, interesting news articles as well as ‘how are things’ letters even if you didn’t win the tender. This show that you care about them.