Why relationships are everything

Sarah Finnemore Avatar
Why relationships are everything

Is it possible to win a bid purely on your ability to meet the requirement?


My opinion is that it isn’t.

In my industry (education/public sector) it’s important for establishments to engage in a fair procurement process, so the ability to meet a technical requirement will score you points.

However, I personally don’t think you’re in the running if you don’t have a relationship with the customer, understand what’s important to them and know why you’re bidding. There’s so much more to it than what’s written in the product spec. It’s your job as a business to understand that. Relationships are everything.

Still, a lot of companies in the sector insist on bidding anyway as they think they have a chance based on requirement alone. To them their product is king (they’re also the people who think “the product sells itself”) but more often than not they’re just pouring their money/resource away.

What do you think?

One response to “Why relationships are everything”

  1. Sean Massey Avatar

    100% agree Sarah, though like every rule there are exceptions.

    A relationship before the formal buying process creates the foundations of your bid win themes, because;

    1. You properly understand the documented requirement.
    2. Through careful questioning you understand your decision-maker’s buying criteria
    3. With real skill you can understand what they need to achieve to look good to their stakeholders.
    4. You have the chance to show you and your company expertise and enter the ‘Trusted Advisor’ zone.

    All that said I’ve been involved in bids, which against my expectations have been won with with zero client relationship in advance of the formal process, though the sales lead involved is exceptional, empathetic, expert and the product is great!

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