By John DiPisa, Founder and CEO, Bid Desk Analytics –
Dealers can often win tax-supported contract business with the brand that is specified in the product description. And, of course, it is ideal for you and your dealer when the brand that is specified is yours.
But what if it’s not? Are you powerless to get a dealer to bid your brand if it’s not specified?
Thankfully, no. Often, even when a brand is specified, the description allows for an “equal to” alternate product. When this is the case – or when there is a generic product description rather than a specified brand – there are three strategic moves you can make to help win more bid business with dealers:
1. Pay attention to product packaging.: The importance of commercial packaging cannot be understated. Make sure yours is consistent with normal bid packaging to give both you and the dealer a leg up on the competition.
2. Put your best bid program forward: Be sure to offer your best price, terms and lowest prepaid order amount. Remember, it’s not the lowest price alone that wins the business.
3. Provide a comparable brands list: You know your products better than your dealers. Don’t let it up to them to decide whether or not to include you. Make it easy by identifying the brands you are comparable to upfront.
At Bid Desk Analytics, our more than 30 years of experience working in the tax-supported contract business sector has proven that product specification is the number one way to win more profitable, long-term bid business, BUT, it’s not the ONLY way.
When your brand is not specified, not all is lost. You simply have to have the right strategies up your sleeve to encourage your dealers to keep you in the game. That’s why we not only put a platform of unparalleled, product-specific competitive data at our clients’ fingertips, but also offer an experienced bid team that works on your behalf to leverage the data and to take all the right steps to give you the best chance of winning the most valuable business.
Want to know more about the Bid Desk Analytics advantage? Contact us today with your questions or to request a brief demo.