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G4-[CO]:CH4 Player (Bringing in customers (a bigger pie (more customers…

- - - - To become a larger buyer
- - - - wasn't out-of-pocket but have some hidden cost
  - - - know who gain from enter
- - - - Seven ways to get paid to play
        
        Ask for better access to information
        
        Ask to deal with someone who will appreciate what you bring to the table
        
        Ask for a last-look provision
        
        Ask to bid on other pieces of business, in addiction to the current contract
        
        Ask for a guaranteed sales contract
        
        Ask the customer to quote a price
        
        Ask for contributions
      - Eight hidden costs of bidding
        
        Win or lose, you help establish a lower price
        
        You set a bad precedent
        
        The incumbent can retaliate
        
        Competitors will also use the low price you helped as a benchmark
        
        When you win the business, the price is often so low you lose money
        
        It doesn't help to give your customers' competitors a better position
        
        You're unlikely to succeed-there're better uses of your time
        
        Don't destroy your competitors' glass houses
- - - - emphasize the good relationship
        
        give him some discount
    - - matching price may be expensive
- - - - Holland Sweetener Win
    - - Added value
        
        only brand equity and manufacturing cost advantage
        
        Holland Sweetener
        
        None
        
        divided the pie differently
        
        Coke and Pepsi worry about it's leaving
        
        in a position to get paid to stay