In the world of business, it is important for companies to differentiate themselves from their competitors in order to win customers and secure a place in the market. One way to do this is by identifying what are known as "order winners" and "order qualifiers."
Order winners are those factors that enable a company to win a particular order or contract. These are typically unique or specialized qualities that set a company apart from its competitors and make it the best choice for a specific customer or project. For example, a company that specializes in custom-made parts for the aerospace industry might have a faster turnaround time than its competitors, making it an order winner for customers with tight deadlines.
Order qualifiers, on the other hand, are those factors that are required in order for a company to be considered as a potential supplier or vendor. These are typically more general qualities that are expected by customers and necessary for a company to meet in order to be considered for an opportunity. For example, a company might need to have a certain level of financial stability in order to be considered as a vendor for a government contract.
It is important for companies to identify both order winners and order qualifiers in order to effectively compete in their markets. Order winners can help a company stand out from its competitors and win business, while order qualifiers ensure that a company meets the basic requirements necessary to be considered for an opportunity.
In order to identify their order winners and order qualifiers, companies should carefully analyze their customers' needs and expectations, as well as the strengths and weaknesses of their competitors. This can help them identify opportunities to differentiate themselves and position themselves as the best choice for a particular customer or project.
Overall, order winners and order qualifiers are important tools for companies looking to differentiate themselves from their competitors and win business. By identifying and focusing on these key factors, companies can position themselves as the best choice for their customers and secure a strong place in their markets.