Being technically brilliant doesn’t guarantee the work. 

So, what happens when several suppliers can all meet the specification? That’s the question explored in the second article in Blueberry’s six-part series with Manufacturing & Engineering Magazine (MEM). 

‘Why Do Technically Brilliant Manufacturers Still Lose Work?’ explores why technical strength alone doesn’t always determine which supplier a buyer chooses. 

Read the full article in Issue 551 of Manufacturing & Engineering Magazine here. 

Technical strength is only part of the decision 

Manufacturers spend years building engineering expertise, improving quality and proving they can deliver. But buyers look beyond technical capability. They also want to know whether a supplier understands the requirement, can deliver consistently, has relevant experience and can provide evidence of relevant performance. 

There’s a difference between being different and being perceived as different. What feels obvious within a business may be far less clear to a buyer comparing several capable suppliers. The challenge isn’t simply explaining what you make. It’s showing why your strengths matter to the customer. 

Case studies, delivery records, accreditations and customer evidence can all help give buyers more confidence. Sometimes the issue is not that a manufacturer lacks something distinctive to offer. It’s that the buyer cannot clearly see it. 

Continuing the series 

The first article, The Revenue You’re Already Sitting On, examined whether apparently busy sales pipelines are genuinely moving and whether manufacturers might be overlooking opportunities already within reach. 

• Read more about the launch of the series and the first article here. 

This second article asks what happens once an opportunity is active. 

Are you giving the buyer enough reason to choose you? 

Across the six articles, we are looking at how manufacturers win, progress opportunities, and retain customers, from managing existing opportunities to influencing buyers earlier and understanding why customers make the decisions they do. 

Coming next 

The third article will look at how to influence buyers before the sales process begins, because by the time a request for quotation (RFQ) arrives, the decision may already be taking shape. 

• Read Why Do Technically Brilliant Manufacturers Still Lose Work? in Manufacturing & Engineering Magazine.
  

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