How to Write a Client-Centric Tender or Proposal That Wins in Australia

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“The sole reason we are in business is to make life less difficult for our clients.”
- Matt Odgers

In a previous post, we talked about the importance of evidence. Another critical factor to focus on with your proposals, tenders and sales documentation is “Client Focus”.

Remember that proposals are not about you; they are about your client.

Why Client Focus Is Critical in Tender Writing

A common mistake companies make when writing a proposal is focusing too much on themselves and their qualities without demonstrating why those things matter to their clients.

Ask yourself:

What is your client’s problem, need, issue or opportunity? If you don’t know, it’s tough to design a solution that addresses it. This would be a strong indication that you might need to invest a bit more time in the business development phase by understanding your client and their needs before responding to an opportunity.

Client-Focused Proposal Writing Tips for Suppliers

1. Mentioning your client more

Make sure you mention your client’s name three times more than your own. If you go on and on about yourself too much, they won’t see what’s in it for them and will move on to the next proposal that ‘speaks to them’. An easy way to do this is by removing your company name and putting “we” or “us” in its place.

2. Address your client’s needs

Structure your Executive Summary or answers to questions to focus on:

The client’s needs or objectives
How your solution directly addresses those needs
Supporting evidence or proof

This helps you avoid discussing yourself or your solution first and keeps you focused on the client.

3. Understand Their Business, Technical, and Strategic Goals

Having a clear understanding of your client’s goals when planning your response places you in a position of strength that gives you an immense advantage over your competitors. These goals typically pertain to three broad categories:

Business goals: These discuss how to increase productivity and efficiency, automate business processes, streamline operations, leverage product lines etc.
Technical goals: Includes aligning business and technical processes, quality assurance or improvement, enhancement of products or utilising emerging technologies.
Strategic goals: Include issues such as HR strategies, building brand recognition, mandatory government legislation, and marketing drives.

Tip: Visit their website and download the most recent annual report. This will often give you an overview of the long-term objectives they wish to achieve, for example, business expansion, new product lines, and references to competitive threats. Knowing this can give you an inside perspective into their strategic business drivers.

4. Write Action-Oriented Proposals

Making the recipient feel compelled to take action is crucial when writing a proposal. This is known as providing a “call-to-action” in sales. Your business proposal must be clear in its intent and desired results, urging the reader to award the bid.

5. Make It Measurable and Compliant

Most buyers, especially in public sector tenders, will assess your response against specific evaluation criteria.

Ensure your proposal includes:

Clear responses to each requirement
Quantifiable outcomes or KPIs
Supporting documents (e.g. checklists, tables, infographics)
Zero gaps in compliance

Tip: Build a checklist based on the tender documents before writing and double-check everything is included.

6. Use the Client’s Language

Use the client’s language, not your language. Avoid complicated or industry-specific jargon and position things in a way the client will understand.

Focusing on the points mentioned above will help make your client feel:

That you are focused on them.
You understand their needs, issues or requirements.
Your solutions solve their problems and will help them achieve their outcomes.
That you are a listening partner who is there to help them.

Final Thoughts: Always Start With the Client

By focusing on your client, you’re taking an essential step toward ensuring the success of your proposals. You can connect with them by ensuring the content in your bid is relevant to your intended audience. And never forget - a solution is not a solution unless it meets a client’s need.

If you’d like to discuss how you can improve your proposals, tenders or sales documents, check out Expert Proposals below or reach out to them via call at:
1300 039 737 (13 000 EXPERT)

https://www.expertproposals.com.au/contact-us/

Related categories:

How to Write a Client-Centric Tender or Proposal That Wins

Why Client Focus Is Critical in Tender Writing