Let’s start with a truth that makes most engineers, consultants, and bid writers wince:
"Facts alone don’t win bids. Stories do."
Now before you roll your eyes... no, we’re not talking about bedtime tales or creative writing exercises.
We’re talking about strategic storytelling: the ability to turn your technical solution into a clear, credible, and emotionally engaging narrative that evaluators can actually understand (and score well).
What “Storytelling” Means in a Bid
When we say storytelling, we don’t mean adding fluff. We mean presenting your proposal in a way that:
- Has a logical flow (problem → solution → impact)
- Makes the evaluator feel confident in your team
- Connects the technical details to human outcomes
Because let’s face it; procurement teams are people, not robots.
They remember stories.
They reward clarity.
They respond to confidence, not confusion.
Why Technical Bids Often Miss the Mark
Most technical proposals fail for one of three reasons:
1. They drown the reader in jargon:
“Our integrated multi-platform holistic interface solution…”
You lost them at integrated...
2. They forget the “why": Their bid is all about features, not benefits.
3. They lack structure: A data dump isn’t a narrative.
The result?
A proposal that sounds impressive but scores poorly because the evaluator can’t easily follow your logic or see the value.
How Storytelling Strengthens a Technical Bid
Here’s how to add story structure without losing technical credibility.
1. Start with the Problem
Every great story starts with a challenge. Define your client’s pain points clearly, and in their own language. Show you understand what’s at stake.
“The council’s current system is outdated, leading to 40% downtime and rising maintenance costs.
That’s your hook. It proves empathy and understanding.
2. Introduce Your Hero - The Solution
Now bring in your protagonist: your solution. Describe how it solves the problem step by step. Be specific — but stay readable.
“Our proposed cloud-based platform eliminates downtime by 90% through real-time monitoring and automated alerts.”
You’ve just given your hero superpowers.
3. Show the Evidence
Every great story has proof — not magic.
Use data, past results, or mini case studies to back up your claims.
Graphs and tables are fine, but weave them into the flow not as isolated appendices.
4. Paint the Ending
Close the loop. Describe what success looks like for the client.
“Within six months, your team will see faster response times, fewer outages, and smoother communication across departments.”
Now your evaluator can visualise the outcome, not just read about it.
Bring People into the Picture
Even in technical bids, human stories sell.
- Include quotes from project leads
- Highlight your team’s expertise
- Describe collaborations.
Procurement teams love seeing who they’ll be working with, not just what they’re buying.
A strong team story can make the difference between “technically acceptable” and “preferred supplier.”
Keep It Simple, Not Simplistic
Storytelling doesn’t mean dumbing things down.It means clarity before complexity.
If a non-specialist evaluator can grasp the essence of your proposal — you’re doing it right.
As the saying goes:
“If you can’t explain it simply, you don’t understand it well enough.” Einstein (who, notably, never wrote an RFP).
In Summary
Storytelling in technical bids is about connecting the dots:
- Why the problem matters
- How your solution solves it
- What success will look like
It’s not a nice-to-have skill — it’s a competitive advantage.
Because behind every evaluation panel sits a group of humans trying to make a confident, justifiable decision.
Give them a story they can believe in.
Need help turning your technical content into winning stories?
At RFP Solutions we specialise in clear, compliant, and compelling bids that score, because clarity isn’t fluff, it’s strategy.
Contact us
info@rfpsolutions.co.uk
07403 409 396