Rebids feel safe, yet comfort breeds complacency. Competitors are hungrier than ever, working relentlessly to seize your place and capture the opportunity.
A strategic guide for retaining must-keep clients in a competitive landscape
Rebids are often seen as safe territory. After all, you've delivered the service, built the relationship, and know the client well. But that sense of security can be deceptive — and dangerous.
Too many incumbents lose rebids not because they failed to deliver, but because they failed to plan. They assumed the client would stay. They relied on past performance. They waited for the RFP.
This paper challenges that mindset. Drawing on Strategic Proposals' experience and insights, we'll explore why rebids are won before the RFP drops — and how to plan smarter, message sharper, and align your teams to win on purpose, not by accident.
Whether you're a bid professional, account manager, or client lead, this guide will help you:
Build a proactive rebid campaign.
Craft messaging that resonates with evaluators.
Align your teams around a winning strategy.
And if your rebid is due in the next 6-12 months, now is the time to act. Don't wait for the RFP. Let's talk about how Strategic Proposals can help you retain your must-keep clients.
The problem
You're the incumbent. You've delivered the work. You know the client. So, when the contract comes up for renewal, it's tempting to assume the win is yours.
While your team is coasting on familiarity, your competitors are treating the rebid like a must-win pursuit. They're sharper. Hungrier. Already whispering in your client's ear. And if you're not actively shaping the renewal, someone else is.
We call it "incumbentitis" — the slow slide from trusted partner to just another vendor. It starts with skipped strategy conversations, recycled content, and the belief that delivery alone will defend the deal. It ends with a loss that no one saw coming.
Because rebids don't reward autopilot. They reward intention.
And yet, 62% of organisations don't have a defined rebid process. That means most teams are reacting, not planning. They're waiting for the RFP instead of shaping it. They're relying on history instead of messaging future value. They're assuming alignment across functions when it's often fragmented.
The result? Missed signals. Fading relationships. And deals lost not because of price or polish — but because the team didn't realise they were in a fight until it was already over.
So, if you hear someone say: "It's ours to lose."
That should be your cue to pause and ask:
What specifically have we done to deserve winning again?
If your only answer is, "Well, we're the incumbent," you may already be behind.
Meanwhile, your customer is evolving. New stakeholders are entering the room.
Procurement is tightening its grip. Strategic sourcing waves are sweeping entire categories. And subtle dissatisfaction is creeping in — until staying starts to feel like settling.
Strategic shifts to win rebids
Rebids aren't won by default. They're won by design.
If your team is waiting for the RFP to drop before mobilising, you're already behind. Winning rebids requires a shift — from reactive renewal to proactive repositioning. From comfort to campaign. From assumption to intention.
Here are five strategic shifts that can transform how your team shows up to every rebid:
1. Familiar ≠ Secure
Challenge comfort early. Audit your position. Validate your value.
2. Reposition before the RFP
Start shaping the renewal 12-18 months out. Stay visible. Influence the scope.
3. Evolve your messaging
Focus on future value. Make 60% of your message forward-looking.
4. Align your teams
Strategy doesn't scale if it's siloed. Use charters, briefings, and shared tools.
5. Build rebid discipline
Treat every rebid like a structured campaign. Plan early. Review regularly.
Warning signs your rebid is at risk
Rebids rarely unravel overnight. They erode — one quiet change at a time.
Watch for these signs:
Fewer check-ins or postponed Quarterly Business Reviews (QBRs)
Procurement driving conversations
Requests for performance data
RFPs in adjacent categories
Scope or contract changes
Delayed renewals or short extensions
Fewer requests for ideas
Third-party consultants appear
These aren't just operational shifts. They're strategic signals. And if you're not spotting them early, you're reacting too late.
Messaging that scores
Rebids often sound like closeout reports. Metrics. Milestones. Achievements. But that's not enough.
Anchor new ideas
Tie innovation to change — new needs, new insights.
From "We did" to "What's next"
Translate past performance into future potential.
Relevance over recap
Show how you've evolved with the client.
Anchor new ideas
Tie innovation to change — new needs, new insights.
Three levels of value to focus your message
1. Stakeholder value: understanding what your day-to-day counterparts really want and need.
2. Organisational value:
knowing what your customer's organisation is driving towards and how that links to your service.
3. Perceived value:
how do they see you and your competitors?
Team alignment
Your customer doesn't just read your proposal — they experience your team.
Each function brings something essential:
Sales: Strategy
Delivery: Feasibility
Account Management: Trust
SMEs: Credibility
Leadership: Vision
Alignment builds confidence. Confidence wins deals.
Win on purpose
So, if you're wondering whether your rebid is at risk…
If you're unsure how to start planning…
If you want to make sure your team is ready…
Let's talk.
We help organisations win on purpose through our expertise in bid, capture and proposal management, supplemented with our writing, design, and training. Across hundreds of rebids, we've empowered teams to retain crucial clients, sharpen their messaging, and present their value with clarity and confidence.
Where to start: a rebid risk radar workshop where we'll help you assess your position, build your strategy, and win the deal you can't afford to lose. Go here to read more.
