How to Win New Business: From Formal Tenders to Targeted Opportunities

At some point, every business faces the same challenge:

“How do we win new work consistently?”

For some, this means responding to formal tenders or RFP processes.

For others, it means reaching out directly to potential clients.

Both approaches can work.

But they require a different way of thinking than simply “putting in a proposal.”

The First Reality: Winning Work Is Not Just About the Proposal

Many businesses focus heavily on:

• writing proposals
• preparing documents
• responding to requirements

But the outcome is rarely determined by the document alone.

It is influenced by:

• positioning
• clarity
• relevance
• and perceived value

By the time a proposal is submitted, much of the decision has already been shaped.

Understanding the Two Main Pathways

There are two common ways businesses win new work.

1. Formal Tenders and RFPs

These are structured processes where:

• requirements are defined
• multiple providers are invited
• submissions are evaluated

They are common in:

• larger organisations
• government
• structured procurement environments

2. Targeted Opportunities

These involve:

• identifying potential clients
• approaching them directly
• creating opportunities without a formal process

This is often:

• more flexible
• more relationship-driven
• less competitive if done well

Why Many Tender Responses Fail

In formal processes, many submissions look similar.

They:

• answer the questions
• follow the format
• meet the requirements

But they do not stand out.

Common issues include:

• focusing on what the business does rather than the client’s outcome
• being too generic
• not clearly demonstrating value
• failing to differentiate

A Better Approach to Tenders

Stronger submissions tend to:

• focus on the client’s problem
• show understanding of the context
• demonstrate relevant experience
• explain how outcomes will be achieved

It is less about providing information.

It is more about showing capability in a clear and relevant way.

The Advantage of Targeted Opportunities

While tenders can be valuable, they are also competitive.

Targeted opportunities often provide:

• more control
• better positioning
• less direct competition

But they require:

• initiative
• clarity in messaging
• confidence in the offering

The Common Mistake: Waiting for Opportunities

Some businesses rely entirely on:

• incoming leads
• published tenders
• existing networks

This can create inconsistency.

A more proactive approach is to:

• identify ideal clients
• understand their needs
• approach them with a clear proposition

What Actually Wins Work

Across both approaches, a few factors consistently make the difference.

1. Clarity

The business must clearly communicate:

• what it does
• who it helps
• what results it delivers

2. Relevance

The proposal or approach must connect directly to:

• the client’s situation
• their priorities
• their outcomes

3. Credibility

Clients want confidence that:

• the work can be delivered
• risks are understood
• outcomes are realistic

4. Simplicity

Clear, straightforward communication is often more effective than complexity.

A Practical Way to Improve

If winning new work feels inconsistent, focus on:

Reviewing past proposals

What worked? What did not?

Refining your positioning

Is it clear why a client should choose you?

Improving how you approach clients

Are you waiting, or actively creating opportunities?

Focusing on better-fit work

Not all opportunities are worth pursuing.

Final Thought

Winning new business is not just about responding to opportunities.

It is about:

• positioning the business clearly
• approaching the right clients
• communicating value effectively

Tenders and targeted approaches are simply different ways of doing this.

The businesses that do it well are not just better at writing proposals.

They are clearer about what they offer and how it matters.