The tender trap: how late starts kill winning responses (and what to do instead)

Here at Height, we work with companies large and small to help them win critical tenders. It’s a high-stakes game – every tender is different, deadlines are tight, and client resources are usually stretched thin. It’s an exacting, unforgiving process. Which is why early engagement is key.

Start early, win more 

By ‘early engagement’ I mean getting the bid team together early – including external bid resources – to build culture and alignment, and really get everyone’s head in the game. To avoid a pressure cooker, this needs to happen before the tender is even released.

Why? I’m glad you asked.

Time is the Real Competitor

When the clock starts ticking, any time advantage you had over your competition is gone. Starting early gives your team more time to:

• Understand the client’s real pain points
• Develop clear win themes
• Build a tight, focused team dynamic.

Yes, you can hit the ground running – but it’s better if you’re already moving when the flag drops.

Pressure doesn't just make diamonds

It also makes people choke.

You want the best result for the least cost – but there’s a limit to what people can deliver under pressure. Especially when responding to tenders is on top of their day job.

Don’t make it harder than it has to be. Start earlier and get some easy wins under your belt.

A lean, early team beats a late, bloated one

Adding more people late in the game doesn’t help. It usually means:

• More meetings
• More back-and-forth
• Slower decisions.

A lean team with time to think will always outperform a crowded room in panic mode.

If it's a must-win, treat it like one

Sure, early engagement comes with a cost. But if the opportunity is game-changing – or if you're the incumbent defending your patch – the investment should be a no-brainer.

Get the right people in early

When you know a tender is coming, consider engaging external resources while planning your response. At Height, we can provide the right specialists with the right experience and cultural fit to make your team shine and respond with precision.

Together, we’ll dive deep into the tenderer’s hot buttons, understand their unspoken needs, and shape a more persuasive response. One that speaks directly to their business goals – not just their RFP requirements.

Final word?

You can’t retrofit responsiveness. If you want to get the jump on your competitors and back yourselves to win, get us on board early. Because you can’t manufacture more time once the race is on.