Client references for law firm tenders: how to get them, use them, and make them count
Strong client references are one of the most persuasive inclusions in a law firm tender and often one of the most underused.
This article covers how to:
Choose the right referees
Ask clients in a professional, low-pressure way
Use references well in written tenders and shortlisting interviews.
Why references matter
Procurement teams and panels expect to see evidence. Not just that you say you can do the work, but that others trust you to do it too. That’s why well-chosen, recent, and relevant referees can carry as much weight as case studies or CVs.
In short: they’re third-party proof that you can deliver.
Referees vs written references
These are not the same thing:
Referees are people the client can contact (usually by phone or email) to verify your past performance
Written references are short quotes, statements, or endorsements you include in your proposal
Both can be powerful, but they serve slightly different purposes.
Trendwatch: A quick note on referee ‘endorsements’
New approach alert: Some government tenders now ask your referees to complete a formal Referee Endorsement, a short online questionnaire sent directly from the procurement system (like the 360 Tender System).
We saw this in the 2023 Whole of Australian Government Legal Services Panel tender, where firms had to nominate referees, who were then emailed a link to a structured five-question form. The questions asked about the services provided, the referee’s role, satisfaction with outcomes, and whether they’d recommend the firm.
Of course all of this took place over the summer break, with endorsements due in mid-January! Less than ideal for all concerned.
Tip: Choose your referees wisely, prep them in advance, confirm they’re available and able to get online during the relevant period (assuming it runs to the stated timetable) and make sure they know to look for the system-generated email (often these will get caught up in spam filters or relegated to junk mail folders).
If they don’t respond, you may just miss out.
How to choose strong referees
Pick people who:
Know your firm and your team’s work well
Are likely to give a favourable and informed response
Are respected in their organisation or industry
Have recent and relevant experience of your services
Are available to participate (ask as early in the process as possible).
Ideally, vary your referees across tenders so you’re not relying on the same few every time.
How to ask (without awkwardness)
Try something like:
"Hi [Name], we're preparing a submission for [Client/Tender], and we'd love to include you as a referee. It's for similar work to what we did together on [Project/Matter]. Please let me know if you're happy to be contacted by phone or email."
You can also offer to:
Remind them what you did together (especially if it’s been a while)
Provide a brief dot point summary they can refer to
Follow up afterwards with a thank you or outcome update.
Using written references well
Written references or quotes are great for:
Building credibility in a proposal without requiring contact
Reinforcing themes or claims you’ve made elsewhere
Giving voice to the client’s perspective
Use short, powerful excerpts (ideally less than 50 words) keeping the source anonymous if required (e.g. "GC, ASX-listed energy company").
Bonus tips
Avoid including referees without their permission - it can backfire big time
Keep a shared internal record of who’s been used, when, and for what
If you get a written quotation or endorsement, consider repurposing (with client consent) for broader marketing, not just the tender at hand.
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 who want to sharpen their approach to tenders, bids, and proposals.