Have you ever come across a tender document where the title immediately sparks confidence that your company can deliver? Yet, as you read on, technical language and overwhelming jargon cause confusion and frustration. This scenario is all too common—especially for small businesses that may otherwise qualify. Without the person-power to decipher dense requirements, many capable suppliers are inadvertently shut out of lucrative opportunities.
Procurement documents have historically been complex and difficult to understand due to a combination of legal, regulatory, and procedural requirements that evolved over time to ensure transparency, accountability, and fairness. Governments and international organizations developed intricate procurement frameworks to prevent fraud, corruption, and favouritism, leading to highly detailed and technical documents filled with legal jargon, rigid compliance rules, and multi-layered approval processes. Additionally, procurement policies often incorporate diverse national and international regulations, trade agreements, and institutional guidelines, making them even more convoluted. Over time, as procurement adapted to new risks, technologies, and economic conditions, documents expanded to include extensive risk management provisions, financial assessments, sustainability requirements, and performance monitoring clauses, further complicating their readability. This complexity often creates barriers for suppliers, especially smaller firms or those unfamiliar with bureaucratic procurement processes, making it difficult to navigate, interpret, and respond to procurement opportunities effectively.
We know that everyone processes information differently. So why are tender invitations still written in a way that excludes rather than invites participation? Clear, accessible procurement documents not only broaden participation but also ensure evaluators receive high-quality, well-aligned submissions. When suppliers understand the key components of a tender, they can craft compelling proposals that meet the buyer’s needs, navigate the process more efficiently, and ultimately increase their chances of success.
Musa Gwebani, a programme manager at the European Union Delegation to South Africa emphasizes the importance of accessibility and inclusivity in procurement: “Accessibility and inclusivity are important pillars in transparent governance. This speaks to the availability of documents and clear, unambiguous language. It may even include translation of documents into local languages and in braille.”
Why Storytelling?
Procurement documents are notorious for their density and complexity. While precision is essential, overly technical language can alienate potential bidders. Integrating storytelling techniques transforms these documents into clear, engaging, and actionable texts. Storytelling achieves this by:
- Creating a logical flow of requirements: It guides the reader step by step.
- Making technical or legal terms relatable: It translates jargon into everyday language.
- Engaging the reader with real-world scenarios: It connects abstract requirements to practical outcomes.
- Reducing misinterpretation: It fosters a better understanding, leading to improved compliance.
Gwebani highlights the impact of simplifying procurement language: “When tenderers understand what is being asked of them, they provide better quality proposals and offers. This even translates to better results because what is expected is clearly understood.”
How to Integrate Storytelling into Procurement Documents
- Use Personas to Illustrate Expectations
Rather than listing rigid qualifications, describe an ideal supplier using a relatable persona. This helps potential bidders visualize success and assess their own fit.
Example:
Traditional Text: “The bidder must have experience in delivering waste management services for a municipality with a population of at least 500,000.”
Storytelling Version: “Imagine a company like GreenEco Solutions, which has been managing waste collection for a bustling city of 500,000 residents. Their fleet is optimized for tim
ely pickups, their team is expertly trained in waste segregation, and they’ve built strong community relationships. We’re seeking a supplier with similar expertise and a proven track record in efficiently handling large-scale waste management.”
- Frame Requirements as a Journey
Present the tender process as a journey with clear milestones. Project timelines are a structured schedule outlining key tasks, milestones, and deadlines, ensuring efficient sequencing, resource allocation, and on-time project delivery. This approach helps bidders understand what’s expected at each stage and makes the process feel more approachable.
Example:
- Traditional Text: “Bidders must submit their proposals by March 15. Shortlisted candidates will be invited for a presentation, followed by contract negotiations.”
- Storytelling Version: “Your journey with us begins by submitting your proposal by March 15. If you’re shortlisted, you’ll get the chance to present your innovative approach to our selection panel—a moment to shine and showcase your ideas. Then, we’ll work closely with the top candidates to finalize contract details before awarding the tender.”
- Explain Technical Requirements Through Scenarios
Complex specifications become more tangible when illustrated through real-world scenarios. A modern Statement of Work or specifications should be a clear, structured document that defines project objectives, deliverables, timelines, performance criteria, and responsibilities.
Example:
- Traditional Text: “The system must be able to process 10,000 transactions per minute with 99.9% uptime.”
- Storytelling Version: “Picture this: It’s a busy Monday morning, and thousands of customers are logging in to complete transactions. Even as 10,000 transactions occur per minute, our ideal system runs seamlessly—no crashes, no delays, just reliable performance with 99.9% uptime. We’re looking for a provider who can deliver that level of dependability.”
- Highlight Impact Instead of Just Listing Compliance
Instead of merely listing compliance criteria, show the real-world impact of these requirements.
Example:
- Traditional Text: “Contractors must adhere to sustainable procurement practices, including the use of recyclable materials.”
- Storytelling Version: “Our goal is to build a greener future. That’s why we value suppliers who embrace sustainable practices. For instance, one of our partners sourced eco-friendly building materials, reducing landfill waste by 40%. We’re excited to work with suppliers who can drive similar sustainability initiatives and make a positive environmental impact.”
Gwebani notes that different types of tenders may benefit differently from this approach: “Where a lot of technical specifications (e.g., engineering services) need to be included, storytelling might not work as well. However, for consultancy services, there is some potential for innovation.”
Measuring the Success of Clearer Tenders
Organizations need to track whether storytelling and plain language improve supplier participation and document comprehension. According to Gwebani, key indicators of a successful tender process include:
- Number of clarification questions received: A high number suggests the documents were not very clear.
- Number of proposals submitted: More proposals indicate the request was well understood.
- Number of high-scoring tenders: A higher rate of strong proposals suggests that bidders grasped the requirements effectively.
By weaving storytelling into procurement and tender requirements, organizations can create documents that are both engaging and accessible. This innovative approach benefits everyone involved: buyers receive clearer, higher-quality submissions, and suppliers—especially small businesses—can confidently navigate the tendering process and present compelling proposals. Of course procurement documents are difficult to simplify because they must follow laws, regulations, and policies to ensure fairness, transparency, and accountability. They include technical details, legal protections, and financial rules that help prevent disputes, fraud, and mistakes. If the language is too simple, important details may be unclear, leading to misunderstandings, legal issues, or project failures.
The middle ground between simplifying procurement documents and maintaining their necessary complexity lies in using storytelling and clear structure. By presenting procurement requirements through narrative formats—for example, using case studies, scenarios, or step-by-step guides—documents can still convey detailed information in a more relatable and engaging way. This approach helps stakeholders, such as suppliers, procurement officers, and project managers, understand the context behind the requirements and how they relate to real-world situations. It can critically aid competition by encouraging and promoting more suppliers to bid.
Who says procurement officials are “uptight,” the next time there is not enough bids consider using story telling.
