19 December 2014,

I’ve met many business owners and sales staff that respond to tenders over my career. I’ve found that they generally fit into two groups.

The first group is that they have responded to tenders and won their fare share.
They all have something in common. They all talk about:
  1. Developing relationships with their prospects before a tender is sent out to the market.
  2. Understanding what their prospects business is wanting to achieve.
  3. Understanding the requirements of the business
  4. Being one with their clients


The second group is that they have responded to tenders and lost most.
They also have something in common:
They all talk about:
  1. How the lowest price always wins and the prospect only ever looks at page…. for the price
  2. There is no profit in tendering for work
  3. Having to drop their pants to win any work
  4. The prospect just wants to get everything for free
  5. Are Tenders awarded on Price


Can you see the differences in what each group think and talk about? Have a think about which group you fall into most of the time. Are you Group one or Group two? What message are you showing your prospects?
Now I’m sure no one reading this will fall into the second group – but you may know someone who does.


Face it – lets say your going shopping for that new widget. The one thats on the TV everyday that you have said “I really need this because…..”
How much would you pay for it?
It it worth buying it today or tomorrow or next year.

Whats In It For Me?

Only you can answer that!.
The question you are really asking is
Whats In It For Me”.


Is this product or service going to make my life better in any way!
Whilst some tenders are awarded on price – most are awarded on what value you have demonstrated to the prospect your product or service is worth.


Now this value is in the eyes of the prospect – the Whats IIFor Me question.

Have you read your tender responses lately?
Are you answering the questions so your prospect understands the value of your product or service?
Are you hitting the number one question in the prospects mind
– “Whats IIFor Me”?

Chris Dennis
Win Win Tendering

2 responses on “Are Tenders Awarded on Price Only

  1. Allan Kent says:

    This is a great article and hits the nail squarely on the head. The 2 key takeaways for me are:

    1. Building the relationship with the tenderer. If you already have a relationship with them, you have an advantage for sure. If you don’t, make a point of building one with them. I’ve been involved in numerous tenders, and when I’ve explained that a face to face ‘discovery’session may well uncover some extra elements that need to be considered, or different ways of approaching things, in the main they’ve been happy to receive me. At least try to get a meeting – too many people don’t.

    2. Focusing on the WIIFM. Avoid pretentious wording such as “we are proud …”. They don’t care how proud you are; they want to be sure that you can provide the right solution for them. Also, think about the last part of the WIIFM, the ‘me’ part. Someone at that place is going to take responsibility for the project, so it’s your job to reassure him/her that they’re making the right decision and is going to come out smelling of roses as a result.

    Great work with the articles Chris.

  2. Chris Dennis says:

    Thanks for your comments Allan. Look out for our next blog, its due out in one week.

Leave a Reply

Your email address will not be published. Required fields are marked *