Some small B2B firms never actually do anything about price-driven market challenges. Year after year they eke out marginal success by squeezing their prices and margins, repeatedly trying to sell to the same hard-nosed customers, continually targeting the same markets and agreeing to be victimized by abusive procurement conditions. There are ways to reduce the effects of these challenges
Where does one begin the search to find new markets? The good news is: new high-potential market opportunities are typically discovered closer-in than you would imagine. Some await discovery hidden in the clutter of your current customer list. Others find you, not the other way around. In either case, your task is to recognize and quickly assess their viability.
Between the banks pushing for higher prices and margins on your products to generate improved cash flows (or you lose financing), and your big customers pushing for lower and lower prices, what’s a manufacturing firm to do? And, how does a sales person make a living if he isn’t price competitive. Isn’t some margin, albeit low margin, better than losing a customer?