How to Win Business Without Competing on Price

Most distributors have lost business to someone who quoted less.

It usually feels like the only thing the customer compared was the number at the bottom of the quote. But in our experience, price isn’t usually what wins long-term customers. Facility managers are judged on whether their buildings run smoothly. Procurement teams are measured on value over time. Neither wants to spend the next six months dealing with preventable problems.

Read more: What Facilities Managers Should Look for in a Long-Term Hygiene Partner

Over the years, we’ve worked with distributors, facility managers and procurement teams across a wide range of commercial environments. What usually keeps customers coming back is confidence. They know who they’ll call when they need advice, not just another quote.

Price Is Usually the Symptom

Customers don’t always know what question they should be asking.

A request for a cheaper soap system doesn’t necessarily mean price is the problem. Sometimes it’s simply the easiest thing for the customer to point to.

Imagine a facilities manager responsible for five office buildings who wants to reduce consumable spend. The obvious solution is to quote a cheaper refill; a better approach would be to offer a solution where the dispenser and the consumable work together and offer high value.

By recommending Ticra™ dispensers together with Ticra™-approved Rubbermaid consumables, the distributor isn’t simply supplying products. They’re showing the customer how the whole hygiene solution works together. The customer receives a solution that dispenses correctly, reduces unnecessary maintenance, protects the applicable warranty and is easier to manage over time. Customers remember the supplier who solved the problem.

“The best customer conversations aren’t about finding the cheapest option. They’re about understanding what the customer is trying to achieve and recommending a solution they’ll still be happy with years from now.”
— Charl Broodryk, Director, Nuwkem

Explore: Our product range

Why Good Advice Wins More Business

Winning the quote doesn’t guarantee you’ll win the next project. Whether you’re invited back often depends on what happens afterwards.

Distributors who continue to grow don’t disappear once the installation is complete. They check that products are performing as expected, answer questions and help customers get the most from their investment.

Repeat business often starts after installation, not before it. Customers who trust your advice are far more likely to involve you when another building opens, a site is refurbished or procurement reviews existing suppliers.

It’s also important to understand that standardising hygiene solutions makes life considerably easier for commercial customers. Using dispensers and consumables from Nuwkem across multiple sites simplifies ordering, reduces staff training and creates a more consistent experience for building users. These are practical improvements customers appreciate long after the original quotation has been accepted.

That’s why Nuwkem focuses on supporting distributors beyond product supply. Alongside the Ticra™ range, distributors have access to technical guidance, installation support, training and long-term warranties on selected dispensers, making it easier to recommend solutions with confidence. That support gives distributors something many competitors can’t offer: confidence long after the sale.

Discover: Insights from FM Expo 2026

What Customers Really Remember

We’ve seen distributors build long-term customer relationships without ever trying to be the cheapest. They earned trust by giving practical advice, recommending the right system and staying involved once the products were installed.

If you’re looking to grow your business, Nuwkem can help you deliver hygiene solutions that customers value long after installation. Explore the Ticra™ range, speak to our team or find out how to become a Nuwkem distributor.

Our Contact Details

Johannesburg: 011 455 6307

Cape Town: 021 001 4055

Email: getintouch@nuwkem.co.za

WhatsApp: 076 786 4155

Frequently Asked Questions

How can hygiene distributors win business without lowering prices?
By solving operational challenges, demonstrating long-term value and giving customers confidence that the solution will perform well over time.

Why are Ticra™ dispensers and approved Rubbermaid consumables recommended together?
Because they’re designed to work as one system, helping improve performance, reduce maintenance, protect applicable warranties and deliver consistent results.How does Nuwkem help distributors grow their business?
Nuwkem supports distributors with premium hygiene solutions, technical expertise, training, installation guidance and ongoing after-sales support.