Learn to write "like you speak" and "be more human" in your communication are two of the biggest tips I give to my clients.

Often the problem is people think they need to act a certain way in order to be successful. This often looks like writing long swathes of text, boring your audience, talking about yourself constantly, no customer research. And much more. The need to appear professional and corporate but completely missing the point about sales and the customer relationship.

Speak Like a Human – Writing for People, Not Machines Lots of people who work in a sales environment are not the best writers, so they are turning to AI. Unfortunately AI is an ML model - machine learning. It can do many things well, but currently it cannot think like a person. If anyone remembers Data from Star Trek, I am sure you see my point.

When we are researching a client, we first off need to understand who they are, what they need and how we can fit those needs. Going into an opportunity blind is always a bad idea, which is why I always suggest clients utilise a bid/no bid process.

If you need to update your process, download my FREE guide and templates, I'm sure it will help: https://shop.beacons.ai/winning.business/3ff4632c-8271-40d3-8d6c-1763c540972d

Once initial research has been completed. You can then build out your Bid Win Strategy. If you go into an opportunity without a strategy, you are destined to fail. A winning bid is not simply a case of answering a few questions! It is much deeper than that. You have to understand everything about the client in order to truly understand their requirements in order to deliver a proposal which fits their needs. You are selling to them and their requirements.

The aim is always to excel not under deliver. Too many organisations are doing the latter. AI Content Doesn't Speak to Your Audience Whether you're responding to an RFP, creating marketing copy, or crafting emails, the human voice remains your most powerful tool. Clients do not just want answers — they want understanding, empathy, and connection. That is something no algorithm can fully replicate. The client wants to know that you understand them and their business. They are looking for a business partner as well as a supplier. The human relationship matters.

You can listen to an extended version of this content on the Winning Business podcast: https://open.spotify.com/episode/0WZVR0TSIjct0WgrO0xeaY?si=d546cd95626f4572