Winning bids and expansion:Pitching and tendering in a new export market

Research your customers’ needs

You need to have a clear idea of your customers’ buying behaviour — and what motivates them.

One way of doing this is by speaking with potential buyers.

Define your product or services unique selling points (USPs)

Focus on the benefits of your product or service – and compare these with your competitors.

For example, if you’re selling a London gin it might be the only one to use certain botanicals, or it might have a unique history.

Understand the local market

How you pitch may vary in different markets.

For example, you may need to build up personal relationships with the buyer before you’re able to pitch.

Or you may need to vary the length of your pitch to suit different cultural norms.

And if you don’t speak the local language you may need an intermediary to pitch on your behalf.

Practice your pitch so it’s easily to explain and understand

Practice your pitch on people who are not familiar with your product or service – especially with those local to the new market.

This helps check the story is easily understood, and the benefits are clear.

Assess whether it’s worth tendering in your chosen sector

Tendering can be both time consuming and costly. You should ask:

• how much time will your tender application take?
• do you have the people and resources to tender successfully – or will you need outside help?
• what proportion of tenders are won by businesses who are based outside of the new market?
• how many times do companies usually have to bid before a tender is won?

Decide if you need to add your business to a pre-qualification list

You may need to be added to a pre-qualification list with certain criteria – such as the size and turnover of your business – before you’re eligible to pitch.

Choose local partners to help with the tender

If you don’t speak the language you may need to use a local partner to communicate your offer. They also play a key role in putting your potential buyer at ease by:

• giving you a presence in the market
• understanding how business is done
• helping you supply the product of service, if you win the tender

You’ll also need to assess the cost of using a local partner. For instance, they may need to be coached and trained on your business.

Peer to peer support and networking

You can improve your chances of success by speaking with other UK companies who work with your potential buyer.

Similarly, trade associations in your sector, and organisations such as the British Council may be able to offer you advice.