Bidding for subcontract work? Qualify before you quote

Don't rush to send a quote just because you've been asked. First, speak with the prospect. Understand their goals, their constraints and, critically, their budget.

If the numbers don't stack up, it's better to find out now. You can adjust your solution or decide whether the opportunity is worth pursuing. Either way, you'll save time and strengthen your position.

You don't want your quote to be the first time they see your price. Give them an indication early on and see how they react.

Ask before you price

• Is this a live project with a firm requirement, or a budget enquiry?
• Is the budget in place and approved?
• What happens if they do nothing?
• If they already have a supplier, why would they change?
• Who in your business owns this quote and will follow it up?

Quoting for work we were never going to win

At one company I joined, the team had been quoting a tier 1 supplier for equipment that went into their equipment and was then sold on to an OEM. We kept quoting and never won anything.

When I looked into why, the answer was simple. The tier 1 supplier wasn't winning the work, and going through them added cost that made us uncompetitive anyway.

So I changed the approach and talked to the OEM directly. That led to the largest award of the year and the company's first complete turnkey solution for that customer. Working with them directly also meant quotations set out the way they wanted them, and more business in new regions with the same customer.

A few questions up front would have saved a lot of wasted quotes.

Take control of the process

Far too many salespeople are afraid to lead the sale. They tiptoe around prospects, hoping not to scare them off. In doing so, they hand over control. And when you give control away, you lose orders.

From the moment the enquiry comes in, be proactive. Pick up the phone, get clarity, confirm timelines and understand what's really needed. If the brief is unclear, ask questions. If the deadline is tight, ask for more time.

Don't be a passenger. Drive the sale.

Understand how they buy

• Who's involved?
• How do they make decisions?
• What's their timescale?

The more clarity you have, the better you can position your solution and influence the outcome.

Then book the follow up

Don't send your quote and hope they'll call you back. Book the follow up before you hit send: "I'll send the quote across later today. Can we put 15 minutes in the diary to run through it on Wednesday?"

More on that in Never send a quote without booking a follow up.