The Client is Usually Right

When you receive feedback following an unsuccessful tender, try to ensure the conversation does not become confrontational or defensive.

The client is not obliged to be helpful, however careful handling of the situation can mean you are still able to get valuable insight into areas for improvement. Asking prepared questions and sticking to factual evidence will help.
As an example, rather than saying, “Our quality is better than Acme Ltd, why did we not get higher marks?” you could ask, “Which areas of Acme’s quality plan were stronger than ours?”