Over the past few weeks, I’ve had many discussions with companies involved in (special-purpose) machinery manufacture. Although the markets and products were slightly different, there were similar challenges when submitting quotations: customer requirements are often too individual and multifaceted to be met by standard products. This realisation forces the companies into a conflict of objectives involving quotation quality and deadline pressure.
Have you seen the diagrams illustrating the actual size of an iceberg? Most of it is hidden below the water. Misjudgements can then be catastrophic - as we all know since watching the film about the Titanic or learning about the misfortune involved in the original event. In the following discussion, I would like to clarify the reason why I see parallels to quotation preparation in this respect.