Write With Different Audiences In Mind

Writing bids is hard enough, but when you consider the different types of audiences and allow for the clashing priorities – tenders can quickly become overwhelming and stressful.

It should be easy… just answer the question. The problem is there will be many people scoring your tender and your response needs to meet all of their needs. Having worked on hundreds of bids, PitchThis understands the combination of relationships and processes that come into play after you press submit on your tender submission.
Balancing a detailed compliant response and ensuring it is visually compelling whilst meeting the needs of different audiences requires careful planning and consideration. That’s where a specialist bids consultancy can be extremely valuable.


Procurement processes are getting more robust, more intelligent, and much more structured. In turn, companies need to up their bidding game to ensure they get through to the next stage. When writing your next tender, we suggest you create your response with three audience types in mind.


1. The compliance one

Increasingly, companies are engaging formal procurement personnel to run their tender processes. This individual or team, which we call the ASSESSOR, is responsible for scoring your submission and their focus is on the process. They will often have a set of pre-agreed weighted criteria that they are looking for when reviewing the tender responses. This stage is often used as a first sift to shortlist respondents, before moving tenders through to a more operational-focused review.


An assessor audience type is detailed-orientated who are rigorously scoring your response against their evaluation criteria. It means your response needs to be compliant and as clear and succinct as possible, so it’s easy for them to navigate your document. You want to make it as easy as possible for them to score you.


2. The strategic one

Whilst it is crucial to understand the procurement scoring and assessment process, it is also important to understand that there are still informal influences that occur during the process. We call these the ADVISOR. This audience usually consists of senior management and specialist/trusted advisors. They are most likely to consider the commercial impact and probably won’t read the full tender response.


This type of audience is usually time-poor with limited availability. They are looking for your high-level solution and need to be quickly convinced of your key messages and proposition. They will most likely read the executive summary and cover letter, review the pricing, and quickly scan through the document. It is important to make sure the layout and formatting of your bid highlight the win themes and key points, quickly and succinctly. Pull quotes, larger fonts, diagrams, and infographics work well for this audience.


3. The one you’ll be working with

In addition to the two previous audience types, you should also consider the operational contacts who will run the contract from the client side. These we call ACCOUNT. They are not always involved in the initial procurement analysis exercise so even if you have an existing relationship with the client, you cannot rely on this being known to the assessor, which is why you need a full and thorough response document that scores highly in the assessment process. Once your tender has been shortlisted, the Account Team will become more involved, often inviting presentations, to ensure they can see workable solutions from bidders.


This type of audience will most likely focus on what they already know about you, how the relationship will work, and the account management structures you have in place. Demonstrating a proven track record will be of key interest, so we recommend clear and compelling case studies, visually appealing CVs that highlight experience easily, putting your referees front and centre, and making project management plans easy to understand. Bring your team to life and make your solution an easy one for them to choose – highlighting the benefits, savings, value adds, and efficiencies will help make the decision easier for them.


Impressing the different audiences is just one part of the puzzle. Our PitchThis experts help navigate the tender process by offering a complete service ranging from initial development and structuring to submitting the bid and presentation.

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