In the steel industry, being the first quote on a buyer’s desk doesn’t always win the deal—and being the second doesn’t always mean you’re out of the running. In fact, for many reps, the second quote is the most strategic position of all.
Why? Because the second quote gives you the chance to prove that you bring more to the table than just a number. If you know how to play it right, you can turn second place into a closed deal.
Understanding the Second Quote Opportunity
When a customer calls you after getting a first quote, they’re doing more than price shopping—they’re testing value. They’re asking: “Is this number fair? Can someone else offer more insight? Is there a better partner out there?”
This is your moment to differentiate—not just on price, but on service, reliability, lead time, and transparency. It’s your chance to shift the conversation from cost to confidence.
What Buyers Really Want
Let’s be honest: steel buyers are under pressure. They’re juggling production deadlines, volatile material costs, and bosses who expect them to save money and ensure supply. So when they reach out for a second quote, they’re not always looking for the lowest price—they’re looking for less risk.
What does that mean for you as a rep?
Clarity on availability
Accurate lead times
A proactive service mindset
Visibility into mills, freight, and inventory
If you can deliver all of that—along with competitive pricing—you become more than a vendor. You become a trusted partner.
Sell the Problem You Solve
The second quote is your opportunity to prove you understand what the buyer actually needs. That might be:
A better delivery window
A more flexible release schedule
Assurance on quality control
Improved documentation for compliance or customer requirements
When your quote is accompanied by meaningful support and insights, you don’t need to undercut. You need to outsmart.
Ask the Right Questions
Instead of jumping straight to price, ask:
“What’s the biggest risk on this order?”
“How have other suppliers let you down in the past?”
“Is this a one-time buy or the start of a recurring need?”
“What’s more important: price or performance?”
These questions do two things. First, they show you’re serious about solving real problems. Second, they help uncover where the first quote might have missed the mark.
Lead With Transparency
In today’s supply chain climate, honesty is everything. If there’s a potential delay, tell them. If your quote includes a value-add they may not fully understand, explain it. Customers respect reps who are upfront—especially when they’ve been burned by vague promises before.
Trust wins repeat business. One deal done well can turn into ten more, especially in an industry where relationships rule.
Use Tools That Set You Apart
Smart steel reps aren’t just selling metal. They’re using data, CRM tools, and AI-powered quoting platforms to respond faster, more accurately, and with better intelligence. These tools can help you:
Match availability with customer specs in real time
Build quotes with embedded compliance and certifications
Forecast delivery based on live logistics data
When your quote is more responsive and reliable than the first one, you’ve already gained an edge.
Make Follow-Up Count
After sending a second quote, don’t just wait. Follow up with value:
“Did the other supplier guarantee that delivery date?”
“Just a heads-up—raw prices are trending up next week.”
“We have a mill slot open in that range—want me to hold it?”
These aren’t pushy tactics—they’re proactive ways to show you’re thinking ahead, not just pushing a number across the desk.
Be the Safety Net
Sometimes, you don’t win the first PO—but you stay close enough to pick up the order when the first supplier fumbles. If you’ve earned trust and kept communication open, you’re the first call when something goes sideways.
A well-timed “Just checking in—still good on that delivery for Friday?” could be the nudge that gets you the business when the original quote can’t deliver.
Final Thought: Don’t Just Chase Price—Add Value
Winning the second quote isn’t about being cheaper. It’s about being better. Better at solving problems. Better at communicating. Better at managing expectations.
In a market where steel buyers are looking for partners they can count on, the second quote is your invitation to step in, stand out, and win more than just the order—it’s your chance to win the relationship.
So don’t see the second quote as a consolation prize. See it as a strategic position—and play to win.
