BUS 640 Week 5 DQ 1 Good Will in Price Bidding

This paperwork of BUS 640 Week 5 Discussion Question 1 Good Will in Price Bidding contains:

Sometimes, a bidder on a work contract may bid lower than what would maximize his/her profit from the contract and the reason for that is to create goodwill (to increase expected future business from the buyer). How would you value the goodwill that is obtained in this way?