Reimagining the Customer Proposal Playbook

Winning bids isn’t just about price; it’s about strategy. Sam Saunders’ shares her top tips for creating proposals that stand out and win.

1. Tailoring your proposal is non-negotiable

“The difference between a good bid and a great one? Tailoring every detail,” says Sam. “Demonstrating that you understand a client’s pain point whether that’s speed of delivery, operational efficiency, or compliance is critical. And then aligning the service you provide to meet those needs is what truly makes a difference”

Generic, copy-paste proposals are a fast track to failure. Sam notes that a lack of personalisation is a common mistake. Clients can tell instantly when they’re being treated as just another template.

Another pitfall is simply not paying attention to detail. “There’s nothing worse than seeing a proposal with another client’s name still in it. It shows a lack of attention and understanding.”

Action: Tailor every section to your client’s priorities, pain points and goals.

2. Early Engagement is key

Building relationships before tenders hit the market gives you context and positions you to respond with confidence. This proactive approach allows businesses to anticipate client needs and understand the nuances of the buying committee.

Sam explains, “It’s not just about the technical aspects or the pricing, it’s about everything the client values. If someone on the buying committee is technically focused, call that out in the bid. If their pain point is reporting, make that element shine.”

Action: Engage early, understand priorities, and use those insights to craft proposals that resonate with the client.

3. Move From Features to Benefits: What’s in it for them?

Clients care about outcomes, not just features. A strong proposal goes beyond listing features and technical specifications. Clients want to know what those features mean for them. Sam uses a simple analogy “It’s all right to say this is an oven and it heats food. But what does that mean for the client? It means they won’t get sick; they’ll enjoy a hot meal and feel nourished.”

The takeaway? Shift from “we do this” to “here’s how this benefits you.” Every proposal should clearly articulate the value proposition, how your solution solves their problems and improves their outcomes. This applies across both private and public sectors, where understanding governance and compliance expectations is equally important.

Action: Translate technical specifications and features into real-world benefits and outcomes for the client.

4. Differentiate through proof points

In a market where margins are tight and competition fierce, trust is everything. Sam recommends using proof points such as case studies, historical results, and clear metrics to back up claims, “Don’t just say you’re the best, show them why. Share metrics, past successes, and tangible results.”

Highlight real-world examples, measurable achievements, and client testimonials to build credibility and confidence.

Action: Include previous wins, success stories and client testimonials as proof points.

5. Leverage Technology but keep it human

With the advancement of technology, AI is transforming bid management. Tools like Lupio, Responsive, Microsoft Copilot and Google Gemini are accelerating content creation and evaluation, dramatically cutting turnaround times. “AI can turn around content insanely fast,” Sam notes. “But success still comes down to understanding what the client wants.”

As procurement teams adopt these technologies, expect faster timelines and sharper expectations. For bid teams, this means embracing AI as an enabler while maintaining human insight.

Action: Use tech for efficiency, then refine for tone and relevance.

Looking Ahead

Sam adds that trends in tendering are evolving. Companies are getting smarter with their tendering approach. The days of simply issuing a set of questions and awarding a contract are gone. Instead, organisations are introducing multi-stage processes, including workshops, clarification rounds, and deeper engagement before final decisions.

Government tenders now emphasise governance and compliance, while private sector bids increasingly focus on value and transparency. Sam predicts faster procurement timelines as clients use AI to assess bids. To win, operators must be agile, respond quickly, and stay client- focused.

The key takeaway is simple, “Know your client, tailor your approach, communicate value clearly, and leverage technology wisely.” These principles not only help win tenders but also strengthen long-term relationships with clients, proving that understanding the customer is always the most important part of the playbook.

About Sam Saunders

Sam Saunders is Associate Director, APAC Bid Management at Hays. She specialises in leading complex bid strategies across the Asia-Pacific region, leveraging innovative tools and streamlined processes to deliver high-quality proposals and drive business growth.