How to eliminate your competition with compelling bids

How do you ensure you get the flooring contract versus your competitor who may be at about the same price point or even lower?

You need something that will make your offer simply irresistible.  You need a compelling offer.

A compelling offer is ten times more powerful than a convincing argument.

 Let me give you an example from my old country, England.  Back in 1989 we were trying to attract the Japanese to build car assembly plants in the UK to bolster manufacturing and create jobs.

As you would imagine, many cities were vying for this lucrative plant.  They feted the leaders of Toyota and each crafted convincing arguments as to why their site was best located for talent and logistics.

My home town of Derby was the most creative and tried to imagine what was in the mind of the Japanese executives who would be relocating from Japan to the UK.

Japan is densely populated and space is cramped.  Many Japanese like to play golf.

So Derby made a compelling offer.  They threw in a golf course located next to the site with their bid. Derby emphasized the openness of the space with unfettered access to their own personal golf haven.

Voila, that’s where the site was built and still operates today.


You see, an argument requires you to place a new idea into your prospects mind, get them to adopt it and then act on it.

A compelling offer attaches itself to an idea, thought or dream that already exists.  It experiences no resistance and your prospect naturally devours it.

I see flooring people make very convincing arguments when their prospect is not yet ready to consider them so those arguments fall on deaf ears.


For example, Bob is a senior project manager in a mid-sized GC.  He’s been around and has been bitten by jobs going south on him unexpectedly.

A convincing argument might include the following elements:

  • We have a 35-year track record
  • We utilize onsite supervision to ensure the job goes well
  • I will personally oversee this project

But you know what, other people are saying similar things and quite frankly they are not floating Bob’s boat.

The smarter salesperson has a conversation with Bob and comes to understand Bob is highly ambitious.  There is a VP job opening up later in the year and he wants it.  This desire, this thought, this idea is already in his head.

A more compelling narrative might be:

“Hey Bob, I’m running a workshop (insert Zoom meeting or webinar if appropriate) with a few of our clients on how to mitigate risks in new projects.  Many of them, like you are career construction professionals and I think it would be a good forum for you”

Bob cannot resist.  Even if he can’t come, he will be compelled to pay attention.  Now you can make your selling points and they will be received in a very different light.


So, don’t just list features when you are making a bid or trying to sell in a face-to-face meeting.  Try and imagine what their aspirations are and attach your offer to them.  Better still ask some questions about what is important to them and you will find an opportunity to attach your offer to their needs in a way that will eliminate your competition.


Happy trails