The 5 Biggest Mistakes That Keep You from Winning Tenders—And How to Avoid Them

Introduction

Let’s face it: tender writing is complex, time-consuming, and competitive. If you’re putting in the effort but consistently losing tenders, you’re not alone. Over my years in procurement and tender consulting, I’ve seen countless companies stumble over the same hurdles, seemingly unaware of the mistakes they were making. But here’s the good news—many of these mistakes are completely avoidable once you know what to look out for.

Whether you’re new to tendering or have been at it for years, understanding and avoiding these five common mistakes could make all the difference between a lost opportunity and a winning proposal.

1. Failing to Follow Instructions Precisely

Tender documents are packed with requirements and specific instructions. Procurement teams set these requirements for a reason, usually to help them evaluate proposals fairly and efficiently. However, it’s astonishing how many proposals are disqualified simply because they don’t follow these instructions.

The image above includes a screenshot from an actual evaluation report from a council minute, selected at random within a very short timeframe, demonstrating just how common this occurrence is.

How to Avoid It:

Read the tender documents carefully—twice. Highlight key requirements and make a checklist. This helps ensure that you’re meeting every requirement, from formatting to specific information requests. If a buyer asks for a particular structure or even specific wording, make sure you’re delivering exactly that. Compliance is often the easiest box to check, so don’t let it be the one that costs you the bid.

2. Overloading with Information (or Missing the Point)

When you’re excited to showcase your company’s strengths, it’s easy to overwhelm your proposal with every possible detail. But here’s the thing—buyers don’t have the time (or interest) to sift through irrelevant information. They’re looking for solutions to their specific problems, not a full company history.

How to Avoid It:

Be precise and relevant. Tailor your response to the buyer’s needs and only include information that directly addresses the problem they’re trying to solve.

If a section calls for a concise answer, don’t pad it with fluff. Instead, use strong, specific examples that clearly demonstrate how your solution fits their goals.

3. Ignoring the Evaluation Criteria

Oh, how often have I seen this when helping to evaluate tenders. Ignoring these criteria is a surefire way to lose points. Formal tenders are evaluated using a scoring system. The evaluation criteria are usually listed in the tender documents, and they guide how the buyer will score each section of your proposal.

How to Avoid It:

Adopt their layout and align every response with the evaluation criteria. If they’ll be scoring on experience, highlight relevant case studies. If cost is weighted heavily, ensure your pricing is competitive and clear. By aligning your answers with the evaluation criteria, you’re making it easy for evaluators to score you highly—and ultimately, that’s what will set you apart from the competition.

4. Lack of a Clear Value Proposition

One of the biggest missed opportunities in tender writing is the failure to communicate a clear, compelling value proposition. Most companies think their value proposition is unique, when it actually isn't.

Buyers want to know why they should choose you over the competition. What unique benefits will you bring to the table? How will your solution impact their organization?

How to Avoid It:

Focus on benefits, not just features. Think from the buyer’s perspective and emphasize what’s in it for them. How will your solution make their life easier, save them money, or solve a pressing issue? Spell it out clearly in the Executive Summary and throughout the proposal. Remember, a well-articulated value proposition can be the deciding factor in a close race.

5. Skipping the Proofreading Stage

Imagine losing a major tender simply because of a typo or formatting error. It might sound trivial, but errors in your proposal can signal a lack of attention to detail and can damage your credibility. Professionalism counts, and a polished proposal sends the message that you’re serious, capable, and reliable.

A very common error made in this step is the ol' "Copy n paste" of content from another tender written for another buyer, into the current tender, and overlooking the fact that another company is mentioned throughout. This is guaranteed to unimpress the evaluation committee.

How to Avoid It:

Always proofread and review. Before you hit send, set your proposal aside for a few hours (or a day if possible) and come back with fresh eyes. You can also use tools like Grammarly or Microsoft word to catch typos, but don’t rely solely on technology—have a colleague review it as well. Consider using a final checklist to make sure nothing is overlooked.

Final Thoughts

Tendering doesn’t have to be a guessing game. By avoiding these common mistakes, you’re already setting yourself apart from the competition and boosting your chances of success. Start small—pick one of these areas to improve on for your next tender, and keep refining from there.

Remember, winning tenders is not just about submitting a proposal—it’s about submitting a proposal that stands out, meets all requirements, and speaks directly to the buyer’s needs.

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