Develop Strategies
You need to develop a strategic approach to your target accounts and get into the decision-makers to show then you are not the supplier they perhaps think you are – that you can add so much more value than simply quoting on price. Having some insights on their shoppers for example and a big opportunity to ‘wake them up’ would be a good start.
I do not know exactly which e-auction systems which customers use but why not try ‘confusing’ the system – add an asterisk to the price input if you can or make the price ambiguous so as to prompt a human response – it is a risk that you may lose the auction. You will need to judge which battles you are willing to fight, how many you are willing to lose in order to win the war. To break out of your current cycle you will need a different approach, some support and training and be willing to take calculated risks. Sorry, we do not have a ‘magic bullet’ but we do know from experience what does and doesn’t work.”
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