Fundamentals of a Winning Tender Response

A tender response is a sales proposition. It is your opportunity to tell the buyer who you are, what you have to offer and why your product or service should be considered above all others. Word choice, tone and structure play an important role in presenting your business in good light and will undoubtedly influence the buyer’s evaluation of your tender response.   

So how should you write and format it? Continue reading for some non-negotiables when writing a successful tender response.


The structure of your tender response is easy to overlook, but it can greatly affect the readability of your document. Every paragraph should have an introductory sentence, a focused discussion point and a concluding statement. Make sure to use supporting evidence and details that are relevant to the tender specification document.

If your response requires more than one paragraph, make sure to avoid repetition. Each point should build on the information provided in the previous paragraph and continue to demonstrate how your product or service is the best fit for the buyer.

Simple language

Simple language guarantees the details of your product or service are not misunderstood. Your tender response does not have to be a literary masterpiece; be precise and avoid unnecessary words that can distract from your main point. And of course, make sure to always run a spell-check through the document to ensure any typos are fixed up before submitting.

Use the buyer’s words

Look at the words the buyer uses in their tender specification and use them in your response. Using similar language demonstrates to the buyer that you understand what they are looking for and helps them to connect the dots between how your offering fulfils their request.

The wording of the tender specification can also help you determine what points you need to emphasise in your own writing. For example, if they talk about account management, then make sure to talk about account management.

Engage the reader

The language that you use should not only have a clear sense of purpose but should also create interest in your product or service. Use simple, direct language and key words within the tender specification to tell a compelling story that explains why you are the best fit for this job. Avoid making claims without proof and instead back up your statements with real-life examples and results where possible. When applied in the right place within your tender content, storytelling can help make your response more relatable and persuasive, to ultimately help you stand out from the crowd.

Remember, the reader must always be your primary focus. You need engage the buyer and make them confident that your business can and will deliver.

  • Plan the structure of your response and stick to it.
  • Make your writing clear, concise and accurate. Keep it simple and use the buyer’s words.
  • Double check for any grammar or spelling errors.
  • Engage the buyer with storytelling, examples and results where appropriate.