When I reflect on my 40+ year career in bidding, it is not particularly the c.£38bn of wins I remember most – it is the people.
That is why the dehumanising aspect of our digital working world worries me. Email, virtual meetings, social media and AI have transformed the way we network, research and submit bids – in many ways for the better. But is there a risk that, amid all the digital noise and efficiency gains, we are forgetting what really wins work?
Genuine human connection.
So, what can we do to ensure that, while embracing intelligent, targeted use of AI and other digital tools, we do not lose the trust, understanding and relationships that deliver success?
Keep talking
When issues arise on a bid, nothing beats a direct conversation. Recently, a quiet coffee chat turned a potentially high-risk contract into a simple agreement. No drama, no legal wrangling, just respectful, behind-the-scenes dialogue that concluded in a mutually beneficial solution.
Tip: If you sense friction or confusion, pick up the phone or arrange a meeting. Building relationships during capture eases honest dialogue.
Be mindful of everything you say
Buyers are human and make decisions emotionally – logic follows feeling in bidding. Every stakeholder interaction, whether it is a call, email, DM or meeting, shapes their view of you and your bid. And remember, anything you say on social media can be screenshotted and shared with anyone – including evaluators.
Tip: Even as a freelancer, consider your words carefully and think twice before posting online about procurement bodies – people will link your exemplary client case studies with your professional opinion posts.
Inhabit your client’s world
Major frameworks and high-value bids are not won on technical merit alone. Success comes from understanding the client’s world – their pressures, priorities and hidden concerns. For a year before the release of a bid for a multi-billion-pound framework, my team used structured relationship mapping to get to know decision-makers, influencers and gatekeepers. When our proposal landed, key stakeholders saw their priorities reflected – even “unwritten” issues not in scoring criteria.
Tip: Map key roles in your client’s organisation early, engage stakeholders personally and test your understanding of priorities before drafting your bid. A standardised, AI-driven approach will not work.
Stay authentic
Which brings me to the final point – in our digital world, do not let AI and social media replace authenticity and genuine relationships. If you rely too much on digital tools, you risk eroding trust and reducing personal connections to binary transactions.
Tip: Maximise the potential of AI and social media for research, data analysis and networking, but follow up online interactions with personal engagement.
Remember: people buy from people, not from avatars or algorithms.
Ken Erskine
Work winning and preconstruction consultant specialising in service offerings and mobilisation solutions which help ensure teams are positioned for success for strategic bids and frameworks.
