23 secrets to WIN more tenders

By Kris Mills – Words that Sell 
Copyright 2000 Words that Sell

1. Always call to find out their needs. 
   When you telephone, don’t just ask for a copy of the tender documentation or a list of quoting specifications. Find out why they are calling for tenders, why they want to undertake the project, and what’s important to them. Strike up a conversation. Get to know them a little and discover what makes them tick.

You’ll be surprised at how much information you can find out — information that will be priceless in the tender creation process.

2. Follow the proven salesmanship formula. 
   Instead of simply talking about your ability to ‘do’ the work, think ‘Problem; Aggravation; Solution’. Start by identifying their problem or core reason for including that criterion. Then, very briefly talk about the downside of that problem. Once you’ve done that, talk about the solution — how you’re actually going to fulfil their needs.

Include specifics about the mechanics behind your processes. Prove your claims by including results, case studies, testimonials, guarantees, awards etc.

3. Send a pre-proposal letter. 
   After you’ve made the initial, fact-finding telephone call, always send a quick note saying "thanks for your time". This letter should also say "thanks for the information" and should include something that makes them feel positive about what they want to achieve. Then, finish off the letter by again thanking them and let them know you’re looking forward to putting together a tender document or some ideas/quote etc. for them.

You see, an important factor in your success is your ability to establish a relationship with your prospective clients. That relationship begins from the first telephone call.

4. Research, research, and more research. 
   Find out absolutely everything you can about the company — even if you’re just submitting a ‘quote’ on a simple job. Search the Web for a Web site; ask them to send you a brochure; see what their competitors are doing; discover what their customer service philosophy, mission statement, and culture is about — regardless of the job. Doing this, gives you a feel for what is important to the company, and some priceless ammunition to include in your tender documentation.

5. Follow the guidelines precisely. 
   When tendering for Government contracts, there are always specific guidelines. Always structure your documentation around these guidelines to make it easy for the prospect to assess your tender. If you have other sections you’d like to include, place them at the end of the document.

6. Use tables and graphs. 
   Represent figures in a graph, rather than ‘text’ format. Include a comparison of your results with other companys’.

7. List your most impressive customers. Listing your customers gives prospects an understanding of your ability to cope with a business of their type, size or reputation.

8. List the results you’ve achieved. 
   If you have great ‘claims to fame’, list them. This proves that your company has ‘runs on the board’ and suggests they’ll also get results. We list our results, giving a brief description of the project, industry and the results we achieved.

9. Include a guarantee. 
   People, by nature, are sceptical, especially in the tendering process. They fear being ripped off and not getting the results they expected. Including a powerful money back guarantee reverses that risk. You take away one of their major buying fears, in effect lowering the barriers against doing business with you.

10. Include testimonials. 
    If you say it, they won’t believe you, but if someone else says it, it must be true! This is definitely true when talking about selling your services.

You can tell someone how good you are until you’re blue in the face, but it’s not until they hear it ‘from the horse’s mouth’ that they’re likely to believe you. Include as many testimonials as you possibly can in your documentation.

11. Talk emotions. 
    It’s a fact: people buy on emotions and justify their buying decision using logic. So it goes without saying that if you appeal to a person’s emotions in your body copy, you’ll get better results.

12. Write as you speak. 
    Writing effective sales copy is about communicating a sales presentation on paper, to do that…

13. Talk in benefits. 
    People are basically selfish; they couldn’t really care less how big you are, how professional you are, or how long you’ve been in business. All they want to know is what you’re going to do for them, how you’re going to deliver those results, and what it will mean for them, so tell them. Instead of talking features, talk benefits. Talk ‘what’s in it for me (them)’.

14. Use the word YOU frequently. 
    The word ‘you’ is the most powerful word in the English language, because at the end of the day people are self-absorbed. The word ‘you’, unlike ‘we’ and ‘us’, keeps your prospects interested.

15. Present it professionally. 
    As the saying goes: "You never get a 2^nd chance at a first impression". The way you present your document directly correlates to how your prospects perceive your business. A professionally presented document makes prospects feel you’re a professional outfit; poor presentation — that you’re inefficient.

16. Include action plans, so clients know what to expect and when. It’s a little difficult to picture how a project is going to work, what needs to happen, and when — especially with large projects. Including a comprehensive action plan, which clearly articulates each step, gives your prospective clients a much clearer picture of how you’re going to deliver results.

17. Include flow charts so clients know how your business structure works. Many people are ‘visual’ — they need to see things in a diagram format before they can understand how something works.

18. Always include a corporate profile that outlines your company background, skills, expertise and qualifications of your key people, your results, and your philosophy.

19. Use the person’s name frequently throughout your document. People love to hear their own name or see it in print. You’ll find that if you use their name throughout the document this will have an instant ‘rapport building’ effect.

20. Use a serif typeface; not sans serif.
    It may sound peculiar, but using a ‘serif’ typeface (like this one) actually improves your document’s readability by up to 300%. The characters are easier to read because they have rounded, run-on ‘feet’.

21. Sign your tender in blue ink with a legible signature. 
    Blue ink is friendlier than black ink, and it stands out more. Not only that, but signing your name in a full, easily readable format, projects a friendlier, trustworthier image than an illegible scrawl.

22. Implement a structured follow-up process. 
    Don’t just stop once you’ve submitted your tender! That’s only part of the process. Develop a structured follow-up system that includes a series of telephone calls or nurturing follow-up letters. These are designed to ‘check-up’, provide further information if required, and show that you’re committed to helping them get results.

23. Never give in. 
    Just because you didn’t win a tender, doesn’t mean the company won’t do business with you in the future. Keep in touch with them via telephone calls, newsletters, follow up ‘how are things’ letters, interesting news articles etc. This shows you care.

More information on how to create proposals and tenders that sell ... click here