Using Coronavirus to Demonstrate Buyer-focus

At the time of writing, COVID-19 is spreading explosively. It’s likely that we face at least several more weeks of the mitigating actions we all need to take. The numbers are horrifying, and I don’t want to make light of the suffering people are enduring, but I see a bid writing opportunity here.

I’m always on the lookout for ways to give my client’s a competitive edge. In the bids I write, I do this by speaking to the buyer’s deepest motivations. The Coronavirus outbreak is an incredibly strong motivator for change, with organisations across the world taking extreme action to limit the impact of the disease. In the public sector especially, Coronavirus will be at the top of the agenda for most buyers. By responding to this motivation, we can offer a compelling and topical reason for the buyer to select our tender.

We can expect to see questions specifically about COVID-19 in upcoming tenders. For now, many tender questionnaires will have been written before the outbreak took hold, but we can still address buyer concerns in our bids.

For example, I’m currently working on a security guarding tender for a local authority. One of the questions relates to service continuity, and how the bidder will respond to the absence of a deployed guard. In writing my response to this question, I will be certain to address Coronavirus specifically. I’ll explain the actions my client is taking to limit the impact of the virus, and allay any fears the buyer may have by assuring them of service continuity.

This will demonstrate that my client hasn’t just copy/pasted a standard business continuity answer into the box. It shows they are thinking about the concerns of the buyer, and the actions they will take to minimise impact on the buyer. It’s also highly topical, and will likely score more points by addressing the fears that we all have right now.

Putting the buyer first is the golden rule. Public sector buyers will have grave concerns about COVID-19. Let’s give them one less thing to worry about, and address it in our bids.