The Incumbent’s Trap: 5 Smart Moves to Win the Re-Bid
Huthwaite International, a UK-based global professional training and behaviour-change company, recently conducted a global research study to identify the successful bidding strategies and define a best practice approach for supplier participation from across Europe, the USA and Australia.
The study showed that only in 54.2% of the cases, the incumbent suppliers were successful in securing the contract.
So, if you are re-bidding on a contract you should be confident, but statistics clearly show that you should not be complacent! Here are five practical, high-impact tips to maximise your chances of winning a re-bid when you’re the incumbent supplier:
1. Prove Value Beyond “Business as Usual”
Don’t assume incumbency equals advantage. Clearly demonstrate:
Quantifiable outcomes you’ve delivered (cost savings, KPIs exceeded, risk reduced)
Continuous improvement initiatives you introduced
Remind the client of benefits that they may take for granted because you’ve been delivering them consistently
Translate what you have delivered into commercial and strategic value.
2. Leverage your relationship with the client to understand what will change in the re-bid
Don’t wait until the tender to start thinking about it. Engage stakeholders early (where allowed) to understand their pain points and future needs
Anticipate new priorities (budget pressure, innovation, ESG, compliance, digitalisation)
Position yourself as the lowest-risk partner for the next phase, not the past one.
3. Price Competitively — But Defend the Right Margin
Make sure to price according to what is being asked in the bid, not based on your day-to-day experience of the contract. Sometimes, knowledge can be dangerous and incumbent suppliers may add some buffer based on their knowledge of the client, but we have seen cases where this has caused suppliers to price too high and lose the bid.
Clearly explain why your price represents best value (transition risk, continuity, embedded knowledge)
If possible, offer optional value-add or tiered pricing to give evaluators flexibility
Make it easy for procurement to justify choosing you without defaulting to cheapest.
4. Address Incumbency Risk Head-On
Buyers often worry about complacency.
Acknowledge what could have been done better—and show how you’ve fixed it
Refresh governance, reporting, and innovation roadmaps
Introduce new people, tools, or ways of working where appropriate
Show you are hungry to improve, not comfortable with the status quo.
5. Write the Bid as If You Were the Challenger
Avoid insider language and assumptions.
Treat evaluators as if they know nothing about you but make sure to tell them about all of the good things you have done. Be crystal clear, evidence-based, and compliant
Explicitly compare your solution to the likely risks of switching suppliers
Incumbents often lose because they rely on familiarity instead of clarity and persuasion.
Winning a re-bid as an incumbent isn’t about relying on past success—it’s about proving you’re still the best partner for what comes next. Show clear value, fresh thinking, and commercial sharpness, and you turn familiarity into a decisive advantage rather than a liability.
