As I was walking into the office today I saw a Fruit For The Office van on Marylebone High Street.
I thought what a clever idea exploiting a new business niche when the government is harping on about us all getting ‘5 a day’. But it also struck me just how relevant it was to our business - winning large contracts.
So many of the bidders we see pitching for huge multi-million pound contracts go to great lengths to answer all the customer’s questions and then wonder why they lost. The usual excuse is it was on price, but this is rarely the case. It’s often a lack of imagination or any willingness to understand what the customer wants. Sometimes little ‘extras’ outside the customer’s stated requirements can demonstrate innovation, or your willingness to help their business - and win an important contract.
Retailers do this sort of thing all the time. Drivers will often go out of their way to fill up at a petrol station that offers Nectar points or some sort of incentive. It costs the retailer little, but makes the customer feel good about their decision and importantly, it brings in business out of all proportion to the investment. I wonder in today’s cash strapped market, with companies unable to offer pay rises, just how effective small incentives like the odd free apple are in making people valued and contented.Tweet