Top tips for successful bid and tender writing

For many small and medium-sized businesses, winning a tender can be a real game-changer; bringing in reliable revenue, raising your profile, and opening doors to new contracts. But if you’re new to the process, tendering can feel daunting. How do you stand out from the competition? What do buyers really want to see?

Here are some practical tips to help West Midlands businesses sharpen their bid writing skills and improve their chances of success.

1. Read the brief carefully

It sounds simple, but many bids fail because the basics are missed. Read the specification thoroughly, highlight the key requirements, and make sure your response answers every question. Buyers often use a scoring system, so if you leave anything out, you risk losing valuable points.

2. Tailor your response

Avoid copy-and-paste answers from previous tenders. Show that you’ve understood this particular buyer’s needs and priorities. If you’re bidding for a local authority contract in the West Midlands, for example, they may be looking for suppliers who can demonstrate social value in the region, such as creating jobs locally or supporting the shift towards net zero.

3. Be clear and concise

Procurement teams don’t have time to wade through jargon. Use plain English, structure your answers logically, and stick to any word or page limits. A clear, well-presented bid makes life easier for the evaluator and reflects well on your business.

4. Demonstrate your capability

Even if you’re a smaller company, you can show that you have the skills and capacity to deliver. Use evidence: case studies, testimonials, performance data or examples of similar projects. In sectors like construction, manufacturing, or digital services, where many West Midlands SMEs operate, buyers want reassurance that you can deliver safely, on time, and to a high standard.

5. Highlight added value

What makes you different from the competition? Perhaps you’re more flexible, more innovative, or more invested in sustainability. If you’re in advanced manufacturing or green technology (a strong and growing area for the West Midlands) emphasise how your approach supports innovation and efficiency.

6. Don’t overlook compliance

Check the mandatory requirements carefully. Do you need specific insurance levels, accreditations, or policies (such as health and safety or equality and diversity)? Missing these could automatically disqualify you, even if the rest of your bid is strong.

7. Plan your time

Good bids aren’t written overnight. Give yourself enough time to gather evidence, write clear responses, and review everything before submission. In smaller businesses, where people wear multiple hats, it’s worth assigning clear responsibility early on to avoid a last-minute rush.

8. Learn from feedback

Whether you win or lose, always request feedback. Understanding where you did and didn’t score well will help you improve next time. Tendering is a skill that develops with practice.

Next steps

Bid and tender writing takes time and preparation, but it’s also one of the most effective ways for smaller businesses to compete for bigger contracts. Start small, build your confidence, and learn from every submission.

If you’re a West Midlands business looking to grow, Business Growth West Midlands can connect you with expert advice, specialist workshops, and fully funded support to help you strengthen your bids and win more work.

Contact us today to find out how we can support your growth.

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