Since the beginning of time people have been trading
goods and services.One party sells them and the other buys
them. A simple transnational procedure, that should be relatively
uncomplicated, as well as being mutually beneficial for both parties.
But
there has been a step change in the past 10 to 15 years, which has made it
harder for suppliers to engage and influence the sales process, which of course
for them is critical in ensuring they can deliver efficiently and make a
reasonable profit margin, ensuring they will survive to service their customers
in the long-term, and not as a one-off. Now it seems both buyers and sellers are
completely at odds with one another. One seems entirely focused on getting the
lowest possible price while avoiding face-to-face communication with suppliers
at all costs. The other is desperately trying to build a business relationship,
that is both balanced and worth pursuing, and preferring to do this in front of
the buyer.
In
our organisation we work as consultants specializing in sales, procurement and
marketing, working with buyers and sellers both in the private and public
sectors. So we have a balanced view of the sales process and can see the
challenges from both sides.
But
we take a balanced view, so for every new development, we consider all
stakeholders. This ‘forensic sales’ process will deliver overall cost effective
and more efficient ways of doing business with customers, not just focusing on
selling products or services to them.
But
the biggest change is it bypasses the buying departments and targets other
senior decision-makers. But this shouldn’t be feared, it’s not designed to
deceive buyers, it’s just another approach that has evolved and its only aim is
to enhance the customer’s end-user experience. So delivering a win-win for all.
Most
professional salespeople relish the opportunity to discuss what they can offer
buyers and to have an in-depth face-to-face business conversation with them.
My
hope is that one-day large organisations will remember buying and selling are
compatible, as both are fully dependent on each other, not all products and
services are a commodity. And this trend of avoiding meetings will change and
dialogue once again will return between buyers and sellers.
You
cannot build a mutually beneficial relationship in a PQQ, RFP or a RFT, but you
can build resentment.