Once you've done a proper identification of your needs, once you know exactly what you want, then you go after the best value. It's not the other way around. You need to first figure out what you need and what you want. Once you've properly identified this, you negotiate to get the best price for that particular answer.
Evidence of meeting #37 for National Defence in the 39th Parliament, 1st session. (The original version is on Parliament’s site, as are the minutes.) The winning word was boeing.
A recording is available from Parliament.