Why Bid Writer Win Rates can be misleading and what really drives success?
In bidding, one statistic gets thrown around more than any other: win rate. You'll see some bid consultancies claiming 80%, whilst others boast about near-perfect records. But what do these numbers actually mean, and are they a true reflection of a bid writer’s ability?
At Wordsmith Projects we know the reality is much more nuanced. In this blog, we unpack the truth about win rates, what really impacts your chances of success and how to judge a bid writer based on what matters, not just marketing.
What is a ‘Win Rate’, and why is it misleading?
A Win Rate is simply the percentage of bids a bid writer or organisation has won compared to how many bids they've submitted. But on its own, it tells you almost nothing about the real quality of the work or the complexity of the opportunities involved.
A high win rate could mean…
The bid writer only works on low risk, small bids
The bid writer has a long-standing client with great credentials
The bid writer only takes on clients who are already highly likely to win
It's not necessarily a red flag, but it doesn't guarantee quality either.
What really influences a Win Rate?
The truth is, there are dozens of factors that affect whether a bid is successful, and most of them are completely outside the bid writer’s control. Here are just a few:
Client Readiness: Is your business actually bid ready with accreditations, case studies and compliance in place?
The Opportunity itself: How competitive is it, is it niche or general, what's the buyer really looking for?
Delivery Model: Can you clearly demonstrate how you will deliver the work? If not, the bid writer can only do so much.
Timing and Responsiveness: If you delay gathering internal input, you're burning time in an already tight window.
Pricing Strategy: Even the strongest written bid won't win if your pricing isn't competitive or commercially viable. Your bid writer doesn't usually control this, but it heavily influences the outcome. Consider how your pricing aligns with market expectations, value for money and the buyer’s budget.
Put simply, a good bid writer can't rescue a poor opportunity, but they can absolutely elevate a strong one.
Why “No Bid” is sometimes the smartest move
Throwing spaghetti at the wall rarely works in procurement. A strong bid/no bid process is key to improving win rates. Before writing begins, ask:
Do we actually have the capability to deliver?
Can we price this competitively and profitably?
Do we have the evidence to back up our claims?
Are the compliance and contract terms manageable?
These questions aren't just about saving time; they're about focusing your efforts where you have the best chance of success.
So how should you measure a bid writer’s value?
Instead of a win rate, look at the bigger picture:
Sector Experience - Have they worked in your industry?
Repeat Business - Do clients come back again and again?
Scoring - What are their average technical scores across bids?
Client Support - Do they break things down clearly and work collaboratively?
Integrity - Do they advise you not to bid if it's not right?
The best bid writers are also strategic partners. They ask the right questions, challenge assumptions and support you to build stronger, smarter submissions.
Final Thought: Winning is a Team Sport
As our guest, Andrew Heaward from Heaward Solution, put it: “Win rates aren't the most important thing - everything around them is!”
Success comes from collaboration between your internal team and your bid writer, backed by evidence, strategy and responsiveness.
If you're looking to improve your chances in the long term, don't chase inflated win rates. Instead, invest in the right relationships, the right processes and the right support.
Looking for real world bid writing support?
At Wordsmith Projects, we offer expert guidance, practical tools and strategic input to help you bid with confidence. Hit the resources tab for free templates and checklists, or get in touch for a chat. We are here to support you.