The proposal took forty hours. The decision took a twenty-minute call you weren’t on.

In considered purchases, the most persuasive thing a firm owns is what a past customer says when nobody from the seller is listening, and most leave it entirely to chance.

By Steve 5 min read
Abstract bridge artwork for The proposal took forty hours. The decision took a twenty-minute call you weren’t on.

A shortlisted bid absorbs real resource: technical writing, pricing sign-off, a rehearsed presentation, sometimes a site visit. Then the buyer asks for three references, and somewhere in the following fortnight a procurement lead or an operations director has a short, unscripted conversation with someone who has already worked with you. That conversation is frequently where the decision hardens. It is also, in most firms, the only part of the sale that nobody owns, nobody prepares for, and nobody reviews afterwards. Why the call outweighs the document Economics distinguishes search goods…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

More on Marketing

Scroll to Top