Introduction
Winning technical tenders and security solution bids isn’t just about having the right product. It’s about presenting the right message, the right way, at the right time. Over the years, we’ve seen excellent partners lose out to weaker competitors – not because their solution was inferior, but because of basic errors in their approach.
If you’re consistently falling at the final hurdle, here are five common mistakes that might be costing you the deal – and how to fix them.
Failing to Tailor the Proposal
Too many bids read like product brochures. Copy-and-paste specs. Generic descriptions. No context.
Procurement teams want to see relevance. If you’re pitching a biometric access solution for a transport site, your proposal should reflect the specific operational, environmental, and regulatory pressures that sector faces.
The fix? Speak their language. Reference their use case. Demonstrate that you understand their world, not just your product.
Ignoring the Infrastructure Realities
A powerful solution that’s technically perfect on paper often fails because the partner didn’t consider site conditions, connectivity challenges, or integration complexity.
Does the site have existing wireless infrastructure? Are there potential obstructions or environmental hazards? Will the new system conflict with what’s already in place?
When clients feel that you’ve glossed over these points, confidence drops.
The fix? Offer to conduct a site survey. Address real-world integration challenges head-on.
Underselling Post-Sale Support
Your proposal ends with the install. Your competitor’s includes onboarding, training, maintenance, and remote monitoring. Guess who wins?
Clients want to know what happens after go-live. They want partners, not just installers.
The fix? Add a section to your proposal outlining your post-sale commitment. Highlight service level agreements, response times, and optional add-ons.
Overcomplicating the Technical Detail
Your team might love the tech spec – but your audience might not.
Especially in public sector bids or larger commercial tenders, the first people reading your document are often non-technical procurement officers. Dense spec sheets or unexplained acronyms can alienate them.
The fix? Include a summary section in plain English. Make your executive summary clear, confident, and jargon-free.
Forgetting to Differentiate
This is the big one.
Most proposals list features. Few explain benefits. Even fewer articulate why this solution is better than anything else on the market. Or why your company is the right partner for this job.
The fix? Tell the story of the solution. Use visuals. Include testimonials or references. Show value, not just function.
Conclusion
Losing deals is frustrating – especially when you know your solution deserves to win. But often, it’s not the technology that loses the deal. It’s the delivery.
Avoiding these five common mistakes won’t guarantee a win, but it will dramatically improve your odds. And over time, you’ll position yourself as the partner who understands not just what to deliver – but how to win trust along the way.
Need help shaping a proposal that wins? Let’s have a conversation.