Even with a great team, competitive offer and a smart presentation, you can’t win everything. You should expect to win around one in four tenders. If you’re winning one in five or fewer, you need to evaluate what you’re doing.
Yes, you will lose maybe three in four tenders — but that doesn’t mean the end of the relationship. Get on the phone, be gracious in defeat and wish them well with the job. Then ask what they have coming up next. Pick up any feedback you can about how they came to their decision, and note any learning points for next time. If you’ve been professional and friendly throughout, the client will want you on the shortlist for the next job and your chances will have improved significantly.
