If You Don’t Believe in Your Service, Why Should They?

July 24, 2025

You’ve got a brilliant service. You’ve got passionate staff. You’ve got positive outcomes.

But when it comes to writing the tender, something strange happens — the language gets diluted. “We strive to…” “We aim to…” “We endeavour to…” It’s as if we’re trying not to sound too confident, just in case.

Here’s the thing: if you don’t believe in your service, why should they?

💡 Confidence Builds Credibility

Commissioners are reading dozens of bids. The ones that stand out are the ones that say:

“We do this well — and here’s how we know.”
“This is what makes our team effective.”
“Here are the real outcomes we’ve delivered.”

That’s not arrogance. That’s assurance backed by evidence.

🚫 What Undermines Confidence?

Vague language: “We try to deliver person-centred care…”
Over-apologising: “Although we are small, we…”
Hedging bets: “Where possible, we aim to…”

This tells commissioners you’re unsure — and raises doubt.

✅ What Shows Belief?

Strong verbs: “We deliver…” “We enable…” “We support…”
Evidence: “92% of people said they feel safe using our service.”
Values in action: “We don’t just promote independence — we embed it in our care planning.”

Confidence is quiet, clear, and purposeful.

🔁 Confidence vs. Arrogance

You’re not saying your service is perfect. You’re showing it’s thoughtful, responsive, and grounded in reality. That’s what wins trust — and points.

So next time you write a tender response, ask yourself:

Does this sound like we believe in our work?
Are we showing value, not just describing process?
Would I feel reassured if I were commissioning this?

If not, revisit it — and write like you mean it.

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🚀 Ready to Win Your Next Bid?

Chat on WhatsApp or email Mike.Harrison@impact-guru.co.uk

Updated for Procurement Act 2023 • CQC-aligned • BASE-aligned (where relevant)