By In the business world, especially in the service, construction, technology, and creative agency industries, the term “tender pitching” has become a crucial part of the client acquisition process. However, not all business professionals fully understand how to conduct a pitch professionally and strategically to win a project.
This article will comprehensively discuss what pitching is, the necessary preparation steps, effective client engagement strategies, and common mistakes to avoid during the tender pitching process.
What is Pitching in the Context of a Tender?
Pitching is the process of presenting ideas, work plans, or proposals by a service or goods provider to a potential client or tender issuer. The goal is to convince the prospective client that the provider is the best party to execute the project or meet their business needs.
According to Business.gov.uk, pitching is done when you present an offer face-to-face to a potential client, while tendering is typically recommended for larger, more formal projects:
“Pitching is something you’ll need to do whenever you’re selling to buyers, face to face. Tendering is only recommended once you have more experience, and it’s typically for larger contracts.”
In the context of a tender, pitching is conducted after a potential provider has passed the initial selection stage (pre-qualification). Typically, pitching takes the form of a presentation, either in person or virtually. This is where the provider presents their ideas, strategies, solutions, added value, and competitive advantages.
Pitching is not just about “selling a product”; it’s also about building trust, demonstrating capabilities, and establishing a long-term professional relationship.
Preparation You Must Do Before Pitching
One of the keys to a successful tender pitch is thorough preparation. Here are some things you need to prepare before the pitching process begins:
1. A Deep Understanding of the Client’s Needs
Research the prospective client: their industry, main challenges, competitors, and project expectations. You can use a SWOT analysis or a business needs framework.
SWOT analysis is a strategic planning method used to evaluate four key elements of an organization, project, or individual: Strengths, Weaknesses, Opportunities, and Threats.
The goal is to understand the internal and external conditions that affect performance to design the right strategy.
2. Technical and Commercial Proposal
The proposal is usually divided into two parts: technical (work scope, methodology, deliverables, timeline, target audience) and commercial (costs, added value, payment terms). Ensure your proposal not only addresses technical needs but also provides a competitive value in terms of price.
3. Company Profile and Portfolio
Include your company profile, the project team, and a portfolio of similar projects you have handled. This is crucial for building credibility and trust. If you have time, you can match your previous projects to the client’s current business to show relevance.
4. Presentation Simulation
Practice your presentation with your team. Simulate questions that might arise from the client and prepare convincing answers.
5. Visual Aids
Use a professional visual presentation with attractive yet informative slides. Avoid information overload; focus on what is relevant and impactful. Generally, clients prefer visual presentations (diagrams, tangible results, tables, etc.) with clear metrics (using scales, percentages, or concrete output from the process).
Steps in the Tender Pitching Process
The tender pitching process generally consists of several stages that a vendor or service/goods provider must go through. Here is the common sequence of steps:
1. Receive and Analyze Tender Documents (TOR or RFP)
The first step is to carefully read the Term of Reference (TOR) or Request for Proposal (RFP) from the tender issuer. This is essential to ensure all requirements can be met.
2. Drafting the Proposal
Your team will draft a proposal based on the key points outlined in the tender documents. This proposal reflects your understanding of the project and the solutions offered.
3. The Pitching Presentation
This is typically done in person or online. This is where you present your ideas, work approach, project implementation methods, and your company’s advantages over competitors.
4. Q&A and Clarification
The client’s team or tender issuer will ask questions to test your readiness. These can be technical, managerial, or budget-related questions.
5. Evaluation and Decision
After the pitch, the tender issuer will evaluate based on specific criteria such as the quality of the solution, the vendor’s experience, cost efficiency, and potential risks. The procurement or evaluation team will then score the proposals.
Read Also: Struggling to Manage Company Spending? A Corporate Card Alternative Could Be the Solution
Specific Strategies for Engaging with Prospective Clients During a Pitch
Pitching is not just about explaining your solution; it’s about positioning yourself as a strategic partner who has great empathy for addressing the client’s shortcomings. Here are some general strategies you can use. Note that strategies can be further specified depending on the company’s business type.
1. Show Business Empathy
Instead of just talking technically, show that you understand their “pain points.” Make them feel that you are there to solve their problems, not just to sell a service.
2. Focus on Added Value
Clients want to know what makes you different from competitors. Do you have a more efficient work method? More advanced supporting technology? A strong network of partners? Demonstrate these points concretely.
3. Provide Relevant Case Studies
Give real-world examples of similar projects you have worked on. Explain the results, impact, and how you handled challenges. This builds confidence that you can manage the project well.
4. Personalize the Pitch Content
Do not use the same pitch template for all clients. Personalize your content and approach based on the character and needs of each client.
5. Build Chemistry
Interpersonal relationships are still important in the pitching process. Maintain professional body language and tone, and use language that is easy to understand.
Common Mistakes to Avoid During a Pitch
Some common mistakes made by pitching teams can reduce their chances of winning a tender. Avoid the following:
1. Not Reading the TOR Carefully
The TOR is the key document that outlines the project’s needs. Missing even one important section can lead to your proposal being immediately disqualified.
2. Focusing Too Much on the Product, Not Enough on the Solution
Clients don’t want to know your product’s specifications; they want to know how your product or service can solve their problems.
3. Poor Time Management During the Presentation
Pitching time is very limited. Don’t spend too long at the beginning and rush at the end. Practice time management for your presentation.
4. Using Invalid or Exaggerated Data
Providing fictional or overly exaggerated data can backfire if the client performs a fact-check. Use relevant, accurate, and verifiable data and information.
5. Failing to Follow Up
After the pitch is over, don’t just wait. Send a thank-you email, a summary of your presentation, and express your readiness to answer further questions.
Read also: Tender Documents: Definition, Types, and How to Manage Them Efficiently
Tender Pitching Requires Strategy, Not Just a Presentation
Tender pitching is not just about showcasing a portfolio or a proposal. It is a stage to demonstrate how deeply you understand the client’s business, how strong the solution you offer is, and how professional you are as a working partner.
With thorough preparation, an empathetic approach, and clear communication, your chances of winning a tender can significantly increase. Apply these strategies and avoid common mistakes to ensure every pitch is a sure step toward your next big project.
If you are looking for an efficient business financial management solution to support the smooth running of your projects and tender pitches, consider a platform like Jack, a comprehensive financial solution for modern companies in Indonesia.
Use Jack for your business needs
Tender documents are crucial to winning procurement opportunities, but success depends not only on submitting complete documents but also on how efficiently your business manages related financial processes. By using modern tools from itsjack.com, like corporate cards, digital reimbursement, and Pay by Card, your business can be more agile, transparent, and competitive throughout the tender process.
If you’re a finance manager, procurement head, or business owner who regularly participates in tenders, now is the time to switch to Jack and simplify your financial workflow, so you can focus on winning more projects.
