Chapter 4

Quotation Analysis to Improve Competitiveness

Many SMMs use quotations to generate sales, but like customer information in the last chapter, they generally do not use the information generated by quotes to their advantage. Rather than utilizing quotes to learn why they win business or lose it—a strategic application—they use quotes as just a way to increase sales—a tactical measure. There is a wealth of insight that businesses can acquire at little cost about why they win or lose sales, about competitors, and about market conditions.

Most of the 126 firms in the questionnaire reported preparing quotes as a means of generating sales. Not surprisingly, all 54 job shops and machine companies reported preparing quotes and 57 of the 71 product ...

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