Winning Without Being the Cheapest — A Lesson in Value Strategy
In 2012, I was invited to discuss elevator solutions for the new headquarters of a major state-owned enterprise in Indonesia.
It was a prestigious project.
It was also a very difficult one.
The competition included several global elevator manufacturers.
And to be honest — my proposal was not the lowest price.
The Situation
The client faced a complex operational challenge:
• Single-entity building with extremely high internal traffic
• Thousands of employee movements daily
• Executive leadership floors and ballroom facilities
• Limited building footprint
• Even more limited elevator shaft space
• Strong budget pressure
During our discussion, the client told me clearly:
“We already have an offer that fits our budget.”
At that moment, the easy response would have been to negotiate price.
I chose a different path.
The Strategy: Equalize → Then Exceed
Instead of reducing price, I focused on redefining value.
First, I equalized their expectations by demonstrating how fewer high-performance elevators could deliver the same — even better — handling capacity compared to a larger conventional configuration.
This meant:
✔ Comparable investment range
✔ Higher efficiency
✔ More usable building space
Then I exceeded expectations.
I proposed a destination control mobility system that optimized passenger flow, reduced waiting time, and integrated seamlessly with access control infrastructure.
The conversation shifted from “cost of elevators” to “performance of the building.”
The Outcome
I was invited to present the full concept to the Board of Directors.
After submitting the proposal, something unexpected happened:
There was no negotiation.
The project was awarded based on value, clarity, and confidence in the solution.
The Lesson
This experience reinforced three principles I carry in every strategic sales engagement:
✅ When price becomes the barrier, redefine value.
✅ When constraints exist, solve the system — not the component.
✅ When you deeply understand the customer’s operation, trust replaces negotiation.
Value wins when it is clearly understood.