Did you know most corporations don’t just buy on price?
They typically buy on the total cost of a business; from cradle to grave.
Let’s say the US government is looking for a copier and the market value $100. Your copier costs $91. Your competitor chooses to sell for $80. In the end the business selling at $80 is going to win the contract bid. This is a "competing on price" situation.
Using the same numbers above, you hear that the US government instead chooses a business selling copiers at $105. You’re thinking to yourself, “what the heck, my copiers are $14 cheaper per unit,” which is true.
But that’s not how a corporation sees it. They look at all related expenses:
- What is the annual cost of supplies, toner, paper?
- What is the annual cost of maintenance?
- The repair cost if a unit is damaged?
- The number of hours that they're onsite?
- The cost of having the copier not operate?
- What is the cost of employees having to travel back and forth to the copier?
- Will the lifetime usage of this copier exceed or fall below the cost of employees walking back and forth?
- How much does it cost to dispose of this copier?
Throwing in random statistics, your $91 copier is now 75% more expensive per year over 5 years while your competitor’s $105 copier is only 50% more expensive per year over 5 years. This is a "competing on total cost of ownership" situation.
Remember total cost of ownership when thinking about pursuing a corporate contract.