Winning public sector contracts: why the work starts before the tender

Most businesses think about public sector procurement when a tender goes live. But by then, they may already be playing catch-up.

That was the headline message from a recent webinar: Getting Noticed Before the Tender Drops. Bringing together procurement, public contracts data and industry expertise, the panel offered a useful insight into how buyers operate and what suppliers can do to improve their chances of winning work.

Our Social Value Lead, Siân Clay, listened in. Here’s what businesses need to know to improve their chances of winning public sector work.

“The tender isn’t the starting point”

If you wait for an opportunity to go live before making connections, you’re too late. Attend industry events, speak to buyers and look for opportunities to understand their priorities before a formal procurement process begins.

Hollie Hodgson, Head of Account Management at Tussell, put it perfectly: “The tender isn’t the starting point, it’s a later stage in the process.”

This is particularly important when buyers are time-poor. Early engagement gives you a chance to demonstrate your expertise, learn about the challenges they face and build relationships before the pressure of a live tender.

Be the business that buyers remember

Visibility matters, but it needs to go beyond promoting your services.

Georgina Maratheftis, Associate Director, Local Public Services at techUK, encouraged suppliers to position themselves as thought leaders. Share your opinions, offer useful case studies, listen to buyers and contribute to conversations that matter to your sector.

Sometimes, buyers don’t know they need a particular solution until they hear about it. A useful article, a podcast or a conversation at an industry event can introduce an idea that eventually becomes a procurement opportunity.

This is where communications can make a real difference. Consistent, relevant content helps businesses demonstrate what they know, build credibility and stay front of mind. It’s much harder to establish that trust in a single tender response.

Cheapest isn’t always best

Understanding the buyer is just as important as understanding the tender. Research their priorities, tailor your response and be specific about the value you bring. And be selective: not every contract is right for your business.

As Roy Rowlands, Managing Director of Cognitive Media Group, put it: “Cheapest is not always best, but not all that glitters is gold.”

Buyers need to understand what they’re getting for their money, so explain your pricing and back up your claims with evidence. For SMEs, collaboration can also open up opportunities that might otherwise be out of reach. Judith highlighted the growth in consortium bids, where smaller organisations combine their expertise to pursue contracts together.

AI is useful. AI slop isn’t.

With resource-strapped teams under pressure to produce detailed tender submissions, AI can be a useful tool. But the panel raised concerns about generic, overlong responses that fail to answer the question.

Hollie described how AI slop is adding to the “spray and pray” approach to tendering. Judith also shared an example of a submission so long that more than half the response was cut during evaluation.

The lesson isn’t to avoid AI altogether. It’s to use it well. Check the facts, stick to the word count and make sure every answer addresses the buyer’s requirements. Your submission should reflect your organisation’s actual experience and capabilities, not read like it could have come from any business in the sector.

As Roy advised: “If you’ve used AI, you’ve got to go in and sense-check it.”

Need a hand with public sector procurement?

We’re getting more and more questions from businesses navigating public sector procurement, and we’re happy to help. That might mean advice on the tender process itself or specialist support with social value strategy.

As procurement requirements evolve, winning public sector work is an important growth priority for many organisations. Knowing how to demonstrate your value, communicate your expertise and respond to social value requirements can all help strengthen your approach.

If you’re working through a particular challenge, get in touch. Our specialists can help you work out what you need and where to focus your efforts.

Content Coms is a strategic B2B communications agency supporting businesses across energy, technology and the built environment.