Show Us, Don’t Tell Us” — Why Generic Tender Phrases Undermine Trust
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It’s one of the most common issues I see in tender responses:
“We always go above and beyond.”
“We pride ourselves on person-centred care.”
“We are passionate about delivering high-quality services.”
These phrases sound great — but they’re scoring you nothing.
🧠 Generic Claims Don’t Build Trust
Commissioners have seen these lines a thousand times. They don’t distinguish you. In fact, they raise red flags:
- Are you just saying what you think they want to hear?
- Where’s the evidence that you actually do this?
- What does this look like in practice?
In a competitive tender, saying you’re good is meaningless unless you can prove it.
✅ What to Do Instead: Be Specific
Instead of saying “we always go above and beyond,” try:
- “We supported a service user with complex needs to attend a family wedding 200 miles away, coordinating staff cover, transport, and personal care over a weekend.”
- “After receiving feedback from families, we introduced monthly themed meal nights and now involve residents in planning the menu.”
That’s the difference between a claim and evidence.
📉 Why Tenders Lose Points on Language
Panels don’t score emotion. They score evidence.
So every time you write a statement of intent (“we are committed to...”), ask yourself: Where’s the proof?
Even a short example can raise your credibility dramatically — and set you apart from other providers using copy-and-paste language.
🎯 Final Tip: Pretend You’re Being Audited
If the commissioner asked for proof of what you’ve written, could you give it?
If the answer is no, reframe the sentence. Add a time, place, person or outcome. Make it real. That’s what makes it powerful — and persuasive.
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Written by Mike Harrison, Founder of Impact Guru Ltd — specialists in bid writing and strategy for social care providers