I stared at the email and fumed. What do you mean we lost the business?
This wasn’t driven by pride or ego. We really HAD provided them our best price, quoting a pricing level where we should have been assured of victory. This proposal was offered at break-even pricing to protect other business in the account. On a generic spec, commodity grade product. Where we had the lowest cost in the wholesale industry.
And we had just… been owned. Not merely losing the business, but getting buried.