Tenders and proposals are essential to competing for valuable contracts, but many organisations struggle to produce responses that consistently win the best work. The challenge lies in following a strict document structure and meeting mandatory requirements while delivering a compelling narrative that persuades evaluators that your organisation is the right choice.
Meeting this challenge can require a deft hand, but you can make life easier by following a few simple principles. This guide explores the differences between tenders and proposals, explains how responses are evaluated, and outlines the principles that separate the winning bids from those that miss out.
Tenders vs proposals
Tenders and proposals follow different conventions and serve distinct purposes.
- Tenders are formal responses to structured procurement processes. An organisation – typically a government agency or large corporation – issues a tender document specifying what it needs, how responses should be structured and the evaluation criteria. These can go by various names: Request for Tender (or RFT), Request for Proposal (RFP), Request for Quotation (RFQ) or Expression of Interest (EOI).
Tenders range from simple two- or three-page responses to detailed documents running dozens of pages. Government tenders, in particular, often include several mandatory compliance elements, such as the inclusion of a modern slavery statement, insurance certificates and workplace safety policies.
Importantly, it may be compulsory to use a specified structure and order for addressing the requirements, under provided headings. This makes it straightforward for evaluators to find what they’re looking for.
- Proposals are business pitches you initiate or are invited to submit, and generally require a less formal approach. The client usually doesn’t prescribe a structure. However, many successful organisations develop frameworks to ensure their proposals are of a consistently high quality and address the full scope of what clients need to make decisions.
How tenders are evaluated
Most Australian Government tenders use systematic scoring processes, often on a 0–10 scale set against published criteria. Meeting the mandatory requirements gets you past the threshold, but your progress will depend on how well you score thereafter.
In fact, some organisations now use AI for the first vetting round, so it is more important than ever that you address all relevant points.
Evaluators review dozens of responses, often under significant time pressure, seeking clear evidence of capability and fit. Responses that score below 5 out of 10 on key criteria typically eliminate bidders from consideration. Competitive responses score 7 or above by demonstrating a genuine understanding of the client’s needs and providing concrete evidence of capability.
It’s also important to note that the lowest-priced pitch does not typically win by default. A higher-priced bid can often win if it demonstrates superior outcomes, less implementation risk or better alignment with policy objectives. This is why the quality of your narrative matters – it explains why you’re worth it.
Four principles for effective responses and proposals
Whether you’re responding to a government RFT or crafting a corporate proposal, using the following principles will make your bid more competitive.
- Use plain English. Effective responses balance technical detail with accessible language. Evaluators often aren’t specialists in your field, and even those who are appreciate clarity.
Try to keep sentences under 25 words and use active rather than passive phrasing. Spell out abbreviations at first mention and break up dense text with clear headings that make your bid easier to navigate.
Remember that evaluators reviewing numerous responses tend to favour those that communicate ideas efficiently without forcing them to decode jargon or wade through corporate speak.
- Understand and address what the client is actually trying to achieve. Strategic objectives and operational challenges sit behind tender requirements. A request for training services might technically seek course delivery, but the underlying aim could be to address skills gaps that threaten project timelines or create compliance risks.
When you understand this context, you can frame your capabilities as solutions to specific problems. Rather than simply listing team size, explain how your team’s capacity ensures you can meet tight deadlines. This positions your organisation as a strategic partner rather than just another supplier.
- Provide concrete evidence for every claim. When you address selection criteria or describe your approach, back up your statements with specifics: projects you’ve completed, outcomes you’ve achieved, relevant staff qualifications and measurable results from similar work. Specificity grounds your response in reality and gives evaluators the evidence they need to justify high scores.
- Maintain quality throughout. A response with grammatical errors, inconsistent formatting or missing documentation undermines credibility immediately. If you can’t produce a polished tender response, evaluators reasonably question whether you can deliver their project.
Quality control extends beyond proofreading to ensuring your response flows logically, addresses all requirements comprehensively and presents a coherent narrative rather than disconnected sections that appear to be written by different personnel.
Build your tender and proposal capabilities over time
For those who regularly respond to tender requests or submit proposals, treating each response as a standalone project misses an opportunity. Astute organisations build systematic capabilities by maintaining libraries of reusable content, establishing processes for coordinating responses under tight deadlines and capturing lessons from both wins and losses.
This means keeping project descriptions, team credentials and capability statements current so they can be adapted quickly, or developing quality frameworks that ensure consistency when multiple departments contribute.
Building this capability internally while maintaining your pipeline can create competing demands. This is why many successful organisations partner with experienced writers to produce their responses and proposals. It allows them to pursue high-value new business opportunities without diverting internal resources, and to develop assets and processes to strengthen future bids.
If you’re looking for support with your next tender or proposal, we’d be pleased to discuss your requirements. Our team has extensive experience helping organisations craft compelling responses across the government, education, technology and professional services sectors, and is ready to help you win your next big job.
