Anyone taking the time to read this Tip already believes in doing their research. We know that it is effective research that allows us to understand the customer's business and needs, identify and get to the right people in an organization, figure out the fit, deal with gatekeepers, etc. Given this, here's another research-oriented tip on Breaking the Rules...

The more effectively we can do our research on the customer's business direction and where they want their business to be a few years down the road, the more likely we are to be able to change the ground rules and compete on a different basis. This was emphasized recently when a senior-level logistics executive was interviewed on the topic of sales and customer relationships. One of the things he said was, "It's important that a supplier understand our business, but it's critical that they understand where we want to take our business in the coming years. This is how a supplier can become a partner." He went on to say that he protects these types of providers from his own procurement team!

By gaining this specific information and insight, we may be able to propose solutions our competitors haven't even considered. While they're following the letter of the law, responding to the RFP as it's written, we can be proposing a solution that truly helps the customer get where they want to go.

This can be a highly effective strategy, but when doing this it's important to remember who will care about this "out of the box" thinking. It is the senior-level executives who are lying awake in bed at night thinking about the direction and performance of their business, who will appreciate this type of proposal.