If your reader is a financial director interested in cost savings then you must give him evidence that will lead him to be confident that your project will make the necessary savings. When he feels confident he will score your tender highly.
If your reader is a technical manager who needs to know your solution will work better than his existing supplier, you need to outline your track record or measured results. This will allow him to make the comparison and decide your product fits his requirements, and thus give it his approval.
Think reader, response, result.