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Tendering is an Exercise in Empathy: Tender Plus' Deborah Mazoudier on Winning Bids
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My conversation with Deborah Mazoudier, a tendering expert I've worked alongside for over two decades, revealed why so many organisations struggle with competitive bids: they fundamentally misunderstand what tendering requires. Deb's transition from legal career to tender specialist began in 2000 within international aid, where she discovered her talent for winning bids and eventually built Tender Plus into a national enterprise. What strikes me most about Deb's approach is her belief that tendering is fundamentally an exercise in empathy, requiring deep understanding of client needs rather than reliance on broad statements or generic value propositions.
One critical insight from our discussion was the persistent misconception that tendering is merely administrative work. Deb advocates passionately for recognising tender specialists as strategic assets whose skillsets encompass strategic planning, project management, and persuasive communication. The most common failing in tender responses is lack of specificity, when organisations articulate what they do rather than demonstrating the actual benefits clients will receive. While acknowledging technological advancements in AI, Deb maintains that the human element remains irreplaceable in tendering. AI can support the process but it cannot replicate the nuanced understanding and relational dynamics that human specialists bring to aligning responses with client objectives.
Working with Deb has fundamentally shaped my understanding of client engagement and strategic communication. Her guidance taught me that success in competitive bidding requires the same discipline we apply to legal practice. This means meticulous attention to client needs, precise articulation of value and strategic positioning that differentiates rather than homogenises. For professionals in legal services and beyond, these insights are increasingly crucial as tendering becomes standard practice for securing significant engagements.
Links:
https://www.linkedin.com/in/deborah-mazoudier
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