How do you feel about RFPs (Requests for Proposal) as a salesperson? Do you like being thrown into the mix of other vendors where the customer sees all of you as equals? I don’t. I never liked RFPs. You may not have a choice about picking your customers. Here’s a way you can be the preferred vendor even when your customer has to go out for RFPs.
Act Early
What if you showed a customer how to write a better RFP? Do you think your prospect would value your product and service expertise? I’ll bet he would. Buyers are busier than ever. I’ve seen bids fall apart after the bid closed because of a poorly worded bid. The unfortunate buyer then had to redo all the work he did. What a waste. Just remember, you’re a salesman. Customers know you want to sell something. You have to present your expertise from the customers benefit and point of view, not yours.
Here's How to Be Preferred
With your expertise you approach your prospect before he’s writing the bid. Show him how you can help him create a bid that’s better for him. Here’s an example: One of my customers is in the heating and air conditioning business. You can imagine that property managers of multiple buildings have to review hundreds of work orders to do their job. It’s almost impossible to read many of those work orders when they’re handwritten. My client has a better way. His maintenance staff enters every work order digitally.
He went to a large customer and said to the buyer, “You know, I was thinking about your business. Is it difficult to do your job when you have to read those work orders that are hand written?” The customer said, “Yes, and it takes me a lot of time.” My customer learned what the buyer’s time was worth. Then my customer asked, “Well, why don’t you include in the RFP that all work orders must be typed?” The buyer thought that was a great idea. He then changed the RFP to include this requirement.
Why It Works
My customer knew that his competition couldn’t easily do what he does. Sure they could automate, but it would cost them money. That would have to be reflected in their bid. You want to make it difficult for your competition to be the preferred supplier with a low-cost bid. If you have strong competition, you want your competitors to work hard for the business.
Do you have any RFPs out now? Why not try to get them changed if you can? If not, now you know how to be the preferred supplier in all your future RFPs.
Best wishes for your sales success!
