Effective bid writing: Maximising social value with word count challenges
By Kate Gräfe
Social Value in a Local Authority Context
When public procurers may receive hundreds of tender responses (particularly for frameworks for example), the rationale for word and page limits is understandable. However, these limits can be a huge challenge for bidders when responding to the social value questions in a tender especially, which frequently require a response covering method statement, a timed delivery plan, intended outcomes and metrics for reporting within a combined word or page count – elements which quite often would be a struggle to fit within the stated word or page limit individually, let alone when combined. With social value accounting for at least 10% of the available marks in an increasing number of public tenders, the pressure to make every word count is real.
So where do you start?
A tight word count, with the right approach, can be an opportunity and not a limitation. You will be amazed how focused and concise you can make your writing when you are forced to make things succinct.
Below are tips for suppliers to maximise their chances of submitting high scoring social value responses within word and page limits.
1. Be sure you are really clear on what the buyer is looking for
A good quality response starts with being clear on the question. This is especially true when responding to social value questions in a tender, which will be asking for tailored solutions to meet the needs of a local area, a specific cohort of a community or address an otherwise specific challenge. As with any aspect of a tender, getting a full understanding of the requirement requires information gathering, both for overall context as well as being clear on the detail of the outcome and impact that is being sought.
Information on social value requirements and context can be found through:
Information shared through any initial market engagement or similar prior to the formal procurement process
Information contained in the Invitation To Tender (ITT) or equivalent, which may include links to a Social Value Policy, any relevant strategic plans, sources of data and/or contacts
The buying organisation website, which again may refer to relevant strategies, policies and plans and may also include news and reference to other current social value projects and case studies
In the absence of any of these, or if there are any gaps or conflicts in the information provided, then there is always the option to use clarification questions to verify your understanding or request specific further details. For example, if a Social Value Policy has been in place for a few years, you may wish to ask if the priorities still the same.
Once you are clear on the exact requirements, then make sure you are only using your word count to address them – don’t use any words or sentences that don’t answer the question.
2. Keep your response focused
As with general bid writing good practice, once you have fully understood the social value requirements, the next step is to draft a SMART response. Whilst bid writing involves an element of storytelling, for example, by creating a narrative to demonstrate your understanding of the current issue being targeted for change, buyers don’t want to read paragraphs and paragraphs of well-written prose that doesn’t really tell them anything about what you’re going to do. In other words, no waffle!
Buyers want straight to the point, specific commitments that will tell them exactly how you plan to deliver the intended outcomes with key timelines included. Whilst this may seem limiting, creating a response based around a well-defined solution can be easier to write in a concise way than it is for a more vague or theoretical one, helping to keep you within word count.
For social value responses especially, this may mean losing general marketing text, text that covers general corporate ways of working, programmes and policies that are not specific or directly relevant to the contract. Any specific commitments that can be demonstrated through your response to be deliverable and impactful will demonstrate just as much, if not more, any overall company ethos and values.
Not sure if your response is focused enough? Get somebody else to go through it and highlight anything you've said that isn't answering the question or could be re-worded more concisely. If you're trying to reduce a paragraph or cut some language, another option is asking an AI tool to rewrite it.
3. Keep examples brief
Some tenders will make allowances for case studies to be provided in addition to a core response word count. Where this is not the case, it is worth remembering that anyone evaluating the social value response will be more interested in how the social value commitments are to be delivered in their area as part of their contract, making any method statement, delivery plan and reference to any relevant delivery partner(s) key. Case studies and reference examples should only be included if requested, or if they can demonstrate that you can deliver what you are committing to in the bid.
If a past or current example is to be included in your response, a way to think about how you include and keep it concise is to think about it in the same way as you might refer to an example of relevant past experience in a job interview. In other words, it can just be a brief statement to demonstrate you have a proven ability to deliver the commitment, especially if the example includes key resulting impacts.
4. Use clear and concise language
Part of keeping your social value response focused includes keeping language simple, clear and concise. This has the advantage of both keeping word count down as well as helping to ensure that there is no room for misunderstanding of the commitment being made.
5. If all else fails, ask for more space!
So, you’ve considered all the above, but you are faced with a tender asking for a response to 5 elements of social value in 200 words. What now? There will absolutely be times when it is appropriate to ask for an extended word or page limit. Especially if other bidders are asking for an increased limit through their clarification questions, you can increase the chances of one being agreed if you ask too.
When asking for this, be reasonable and specific with the amount you would like the limit to be increased to. Where you can add in a benefit or reason for the buyer, this is helpful. For example, you may state that to fully address all social value requirements listed, you need to outline x number of programmes and to do so to a level that allows a buyer to understand and evaluate them needs y word limit. As determining word or page limits is not an exact science, buyers do grant such requests when presented with a reasonable justification.
If your request for additional space is not successful, then you may need to add a comment in your response, such as, “word count prevents us including all the information here but we can provide further details on request”.
How we can help
We offer a full range of services to help suppliers respond to public sector procurers' social value and sustainability requirements. From responding to social value questions to helping you make sure your bid stands out from your competitors without impacting on price, we are here to help commercial teams understand social value requirements and respond to complex questions and win contracts.
Reach out today via hello@samtaler.co.uk or read more about our Bid Writing services.
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