Tenders without tears: how to take the stress out of law firm bids
Winning tenders isn’t meant to feel like a hostage situation.
Yet too often, lawyers and marketing teams treat them as last-minute panic jobs or an all-hands-on-deck crisis.
There’s a better way; and it starts with a few practical changes.
Here are some proven ways to make tenders less painful and more productive.
Law firm tender dos
Do: start with a bid/no-bid call
Make a clear, conscious decision on whether to go for it. Base it on client fit, competitive positioning, and whether you can genuinely win - not on fear of missing out.
Do: allocate time for strategy, not just writing
The most persuasive tenders don’t come from ‘filling in the blanks.’ Leave enough time to discuss your approach, your win themes, and how to stand out.
Do: get the right input upfront
Involve the people who know the client, the work, and your real value. Get their insights early, not at the final hour.
Do: use a working draft early
Don’t wait until everything’s polished to start collaborating. A rough draft helps others see where things are heading and saves you time in the long run.
Do: manage partners’ input with clear roles and deadlines
Partners are critical for insights and client intel, but they’re not always great at writing ‘selling’ documents like tenders.
Be upfront about what you need from them (like key points, client knowledge, pricing) and give clear deadlines. Keep them looped in, but don’t leave them to drive the process.
Law firm tender don’ts
Don’t: assume every tender is worth chasing
Some just aren’t; and that’s OK.
A strategic ‘no’ can save you hours and protect your reputation.
Don’t: fall into the cut-and-paste trap
Recycling content is smart.
Dumping in old content without tailoring it is not.
Always check for relevance and adapt it for the client and opportunity.
Don’t: leave your response to the last minute
This sounds obvious, yet it happens all the time. Build a realistic timetable and stick to it.
Don’t: let partner politics derail the response
It’s easy to get caught in turf wars, last-minute rewrites, or conflicting directions. Hold the line on the agreed approach and make sure someone owns the final say; ideally, a bid leader or client relationship partner, not whoever shouts loudest.
Final thought
Tenders don’t have to be traumatic.
A bit of forward thinking, structure, and the right team dynamic will save your firm headaches … and improve your chances of winning!
About the author
Amy Burton-Bradley is a legal tender strategist and the founder of Bidtique.
Law Firm Tenders is her resource site for firms that want to sharpen their approach to tenders, bids, and proposals.