Please Quit Using the Word 'Bid'
Bid. I hear this word all the time. You know, as in “we are bidding on this.” “Our bid looks good.” “They are letting us bid on this.” Yes, I know what the word means, as it is defined in the dictionary. I am not saying you are grammatically incorrect in using it. However, every time I hear it, I cringe.
For me, the word bid conjures up images of eBay, which is an online auction. You can place your “bid” on eBay, right? Low price wins. That is great. However, it does not work for a custom manufacturing business. I tell my clients that they should never be “bidding” on print and related services. As I have mentioned in recent weeks, you bring so much more (or should) value to the table beyond your bid.
Our word choice plays a large role in how others define us and also in how we define ourselves. In my opinion, you are short changing yourself by saying you will bid on something. There is another way to accomplish the same thing without compromising value. Thus, try inserting the words or phrases like this. “We will quote on this.” “We will run some numbers on this.” “We will look at this to put together some pricing options for you.” “We will take a look at this project and see if we can make this a fit.”
Again, it is all about Perception and Reality, which would make for a great blog name. If the buyer sees no more value from you beyond price, then I hope you can sell it low. Low as you can go. In contrast, if the buyer views you a solutions oriented partner, they will fight for you, give you feedback and likely pay more for what you offer. Why? The way you present your brand and differentiate yourself.
Ryan T. Sauers is the president of Sauers Consulting Strategies. The firm consults with the front end of printing and related organizations across the U.S. Key focus areas include: sales growth, brand positioning, organizational communications, organizational strategy, and integrated marketing. Sauers is a national speaker and writes feature articles in global publications. He is also an adjunct university professor teaching leadership, communication and entrepreneurship to business leaders. Sauers has been recognized as a thought leader in human behavior. He is a Certified Myers Briggs and DiSC Practitioner, as well as a Certified Marketing Executive. He is working on his Doctoral degree in Organizational Leadership and will achieve certification in Emotional Intelligence later this year. Sauers is author of the best-selling books: "Everyone is in Sales" and "Would You Buy from You?," and the host of Marketing Matters, a weekly radio show discussing relevant topics as they relate to marketing and communications. Visit: ryansauers.com