Winning must not be the only criterion; sustainable service delivery ecosystem and prudence must not be compromised.
I have been an active proponent of a tactical but value-based approach to bidding for business. However, I also believe that while capitulating to the holistic needs of relevant requests for proposals (RFPs) during any bidding engagements, bidders must also align with the requisite due diligence to ensure 360-degree prudence.
‘Meritorious Bidding’ refers to the art that requires the balancing act of value creation through innovation, quality specifications and precision, wherein self-restraint and ethical foresight are necessary. Foresight entails active involvement in managing the bidding process. This includes bid engagement, developing the right chemistry with stakeholders within the client organisation during the process through effective communication, gathering relevant business intelligence from both incumbents and others, as well as taking cognisance of the bid politics that commonly arise in most bidding situations.
Meritorious bidding should not solely focus on winning at any cost; it must consider the interests of all stakeholders, including the long-term commercial merits for all the parties, the quality of service specifications offered, and compliance. It is essential to ensure that the bidding process involves the service delivery team to avoid undue stress resulting from practices that may compromise the level and extent of the services and deliverables.
I always advise my bidding team to shirk the mindset of ‘Winning at Any Cost’. This should not be the prevailing principle under any circumstances, as it spells unnecessary risks. I acknowledge that the art of meritorious bidding in the competitive landscape, especially in our regional context, is complex and challenging. Despite these harsh realities, we must exercise diligence and prudence. While many people equate the merits of bidding with simply winning, it is crucial not to let these perceptions overwhelm the bidding process. Bidders should understand that true mastery lies not in securing deals at any cost but in bidding with integrity, strategy, and long-term merit in the best interest of all stakeholders. This means prioritising not just the pricing that wins the bid but also the prudence that includes the company’s long-term sustainability in terms of service delivery, impact on the bottom line, and reputation. Undercutting others solely for the sake of winning will ultimately harm the company in the long run.
Therefore, to ensure effective and meritorious bids, several key elements must be considered:
Purpose over Price
In today’s bidding environment, it is common to see that many proposals are reduced to a numbers game. However, meritorious bidders must recognise that service delivery and contract governance should always outweigh price under any circumstances, as sustainability for both the bidder and the client is critical. The proposals must focus on addressing the client’s problems holistically, showcasing innovation, risk mitigation, and operational excellence rather than merely undercutting competition and putting their own organisational interests in jeopardy unless duly justified.
In certain circumstances, even if the contract, at the initial stages is priced under very strenuous limitations, the bidders should factor long-term strategy to ensure achievement of end commercial goals.
Strategic Alignment
Not every bid is worth pursuing. The key is in choosing the right opportunities that align with organisational goals, core competencies, and long-term vision while delivering sustainable margins. Effective bidding filters out distractions and focuses resources on strategic relevance rather than opportunistic wins. Following industry best practices, such as Gate 5, is essential, in addition to a clear strategy for bid-no-bid decisions.
Integrity in Representation
Misrepresenting capabilities or making promises that cannot be fulfilled may win a contract, but it ultimately erodes trust. Ethical bidders anchor their promises on real capabilities, ensuring delivery excellence. They build reputational capital—an asset far more valuable than any single contract. Every assumption made regarding deployment and its related costs should be factored into the risk mitigation strategy with no disclaimers.
Value-Centric Storytelling
Winning is not just about meeting contract compliance; it’s about articulating value in ways that resonate with the client’s mission, where innovation and excellence are factored in line with long-term commercial prudence. Meritorious bidders should know how to craft their narratives around their people, performance, and purpose, demonstrating how the client’s success becomes their own. This partnership approach ensures that the expectations of all stakeholders are met.
Competitive Yet Respectful
Meritorious bidding is a sincere intent to deliver, with no negative intention regarding competition or client limitations. Although bidders may have a necessary narrative to counter competition, this should be presented with professionalism that fosters mutual respect. The goal is to build a strong ecosystem.
Long term Reputation
The meritorious bidders must understand that they are investing in their reputation, trust, and the potential for business retention and growth. They should, therefore, be mindful of their service agility and consistency in the bid proposition, as well as their ability to showcase their legacy of excellence in the future.
I would, therefore, reiterate that winning a bid is not the endgame; delivering the project with honour, consistency, and value is what truly matters. Meritorious bidding elevates the industry, uplifts stakeholders, and inspires a culture where business is earned, not just won. It is not merely about being the lowest, loudest, or fastest—it is about being the best value proposition, where the offering meets the expectations of all stakeholders.