8 Hidden Costs of Bidding
1. You’re unlikely to succeed
2. Even if you win, the price is so low you lose money
3. The incumbent can retaliate
4. Your existing customers will now want a better deal
5. New customers will use the low price as a benchmark
6. Competitors will use the low price as a benchmark
7. You give your customers’ competitors a lower cost
8. You destroy your competitors’ glass houses