Winning work requires more than a compliant response, you need to understand AND articulate your competitive position.
This competitive position comes from understanding how you differ from the competition, against criteria your clients care about (discriminators).
Discriminators can be positive and therefore used to enhance your competitive position. They can also be negative and left unaddressed, undermine your competitive position.
Use a win work strategy that both emphasises your strengths AND mitigates your weaknesses, to give yourself a stronger competitive position on each opportunity you are responding to.