So, it’s time to round this off.

Nobody is hired in NCAB to “do quotes” as an objective. We are all here to add value.
The quoting is a given step; it’s hard to add value if we don’t win the order, but we do not want anybody to just be a quoting machine.

A quoting machine is someone who believes the job is to mechanically produce a quote for every RFQ that comes in. For a quoting machine, it’s very hard to find time to put in some extra effort into winning important customers and projects.

The opposite, like here at NCAB, is being a needs analyst, picking the right customers, researching their needs, and finding out how to add value beyond the RFQ.
So, think about the whole course as an “add value” course.

To summarize it, let me point out some differences between the thinking of quote-machines compared to needs-analysts.

Quote machine: “I have 15 RFQs. That means 15 quotes to do before I can go home today. That’s 6 minutes per quote. Let’s go.”
This is not a good approach. What you want to do is start with thinking: “Where should I put in extra effort? Where can we add value?“
The key to winning more business is to validate RFQs and, quite often, politely say no.

Quote machine: “ This the 72nd quote I do for this customer and I’ve never won. This time I’ll take down the gross margin and see if that helps. It’s not my fault.”
Now here, you want to call the customer and ask what their situation is and what’s actually needed. “If I meet these objectives… will I win the order?”
The key to winning more business is to understand which customers appreciate NCAB’s qualities.

Quote machine: “An RFQ is a list of questions and my job is to answer them. Correctly.”
To us needs-analysts, an RFQ is a starting point that shows what the customer is aware that they need. Our job is to figure out what other needs they have that we can help them with. This means calling the customer and asking about their project’s challenges and opportunities.
The key to winning more business is to take the opportunity to show the customer how we can add value, specifically for them.

Quote machine: “Costs are what they are. Just accept it and add mark-up. I can do that.”
To us needs-analysts, costs can be pushed down for features that don’t matter to the customer. Understanding customer needs means knowing which costs to add on because they benefit the customer.
The key to winning more business is to set the price by understanding the value we deliver. “Which impact will this have on the customer’s business? How can I make that obvious to them?”

Quote machine: “The customer said ‘no thanks’ to our quote. This is the end. Aaahrghhh!”
A “no thanks” from a customer means that it is now time to take the next step. “So, what projects do you have coming up next?”
The key to winning the next job is to keep offering value to the right customers.
Remember the lesson from Ryan’s Warm Calling course – most customers buy at the 5th-12th contact.

If you ever feel like a quoting machine, take a pause and reflect…am I adding value right now or just sending another anonymous quote?
Remember:
– You can make a huge difference by just talking to a customer.
– You are surrounded by a team of colleagues that can make a difference if you ask them for help.
So, go out there and quote like a needs-analyst! It’s more interesting, it makes customers happier, and it drives the success of NCAB.
Good luck and thank you for taking this course.