When I was starting, I was both a buyer and seller. I used to go to some of the top engineering firms in the UK and with an offer to supply the materials and components they needed to manufacture their product. To sweeten the deal, I would also offer 50% off the price they’re currently paying my competition for the exact model and brand. I would visit their procurement manager each month in hopes of gaining his trust and building a business relationship.

Whenever I inched close to sealing the deal, the procurement manager would say something like, “Sorry, we just restocked” or “We don’t need any new stock at the moment.” I believe the official saying is “Close, but no cigar.” It seemed that each firm’s procurement manager liked working with the same suppliers due to complacency and comfort. They didn’t want the risk associated with trying a new one, even at a bargain.

I would politely leave, knowing that I will be back next month to try again with my youthful bravado and perseverance. I was biding my time, hoping that I would catch these managers at the right time and get a sale.

One day, on my 8-9th visit to one of the firms, I happened to run into the company’s director at the procurement manager’s office. I was running out of patience, and this time I came for a fight if I got shrugged off again. With nothing to lose, I decided to take my shot! So far, the polite approach – exchanging pleasantries and building a relationship – was not working. I had to switch it up dramatically.

I made a gamble, knowing full well that the outcome will most likely not end in my favour. Sometimes, you either go big or go home. With what could only be described as a forceful tone, I posed a question to both people in the room: “I have the same product as your other suppliers but at half the price. Why do you insist on paying double?” At this point, I had caught their attention, so I continued, “Do you like throwing money on the table? I know you have a relationship with these other suppliers that spans years. However, we are talking about business and money here. You will save way more money to use for your business if you’re paying £35 less per unit.”

I opted to be stern instead of rude. And while my outburst managed to raise some eyebrows, I did not get an order. The following month I returned for my regular monthly visit, but this time I was pleasantly surprised to find that they were ready for me with an order, a substantial one at that. I was their supplier for 15 years afterwards.

Sometimes you must skip the niceties to make your point heard when you know what’s good for your customer. However, I am not suggesting that you be presumptuous; read the situation and decide. You might break the cycle.