will likely have to use a cheaper material to make the product, thus reducing your quality, and if the product you produce fails your inhouse inspection, then you will have to start over and ultimately you will miss your promised delivery.
Instead, ask the buyer about their least desired outcomes and remind them that if all they choose a cheap price, then they risk losing what they are actually trying to buy in the first place.
And why not go a step further? Ask them whether they think the other 10+ vendors on their 'approved' list will give them their most or least desired outcomes? Make them think deeply about their choice.
Because if your value story collapses, then you are right back to price.
Price Does Not Equal Value
So, the next time a customer asks, “Why don’t I ever see your number on projects?”
Remember, it is not because the distributor failed you. Change the conversation—so you don’t have to be.
If all we give the channel is a part number and a price, we shouldn’t be surprised when price is the only thing that survives the process.
ABOUT THE AUTHOR
Kyle Nix is a PVF professional with over 20 years experience in the industry with roles ranging from business development, procurement, and sales leadership. He has been a member of the PVF Roundtable since 2004 and is currently a Regional Manager at Kitz Corporation.