Keir Starmer’s approval ratings have dropped to record lows just a year after Labour’s landslide victory. Meanwhile, opposition parties are gaining ground.
The same thing happens in bidding. Being an incumbent can work against you. You’ve been the trusted partner for years, handling crises and delivering results. The relationship felt permanent. But when it comes to re-tendering it’s easy for customers to be lured by the excitement of new partners who can make big promises but have never delivered anything for them.
Why incumbents struggle
Your strengths become problems. Intimate client knowledge leads to complacency. Your track record makes you look predictable. Your realistic pricing (that factors in actual complexities) looks expensive compared to aggressive challenger bids.
Smart incumbents work hard to navigate this paradox.
The Smart Incumbent’s Playbook
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Treat re-tendering as an opportunity for reinvention: Transform your position instead of defending it. Propose bold improvements that demonstrate continued innovation and learning.
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Focus on value, not price: Don’t match challenger prices. Show ROI through your experience and proven delivery.
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Get honest feedback: Talk to multiple client levels. Capture insight and get under the skin of what really matters.
We routinely help incumbents secure re-tender opportunities. Get in touch if you’d like to know more about how to use every renewal as a chance to strengthen your position, not just defend it.
