The leaders invest. Purchase Control · Sales Blog

My third book, titled Eating their lunch: Winning customers away from your competitors, raises many questions about trend analysis and the implications framework. One of the most frequently asked questions is: "What are the trends and implications that I share with people with a buying role to engage them in a more strategic conversation".

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There are no sales rules and you must know them all, that is, the context matters. Typically, executives invest in strategic outcomes and people in buying roles tend to control socially accepted prices, often contradictory results and the main reason, so that many companies bear higher costs. because of underinvestment.


There are exceptions to each rule (including this one). Some people in purchasing roles see their role of "cost reduction" and ensuring the efficiency of their company's "supply chain". engage higher prices.

The idea of ​​strategic partner is a concept that involves a different relationship and greater responsibility than that of a supplier or supplier, titles suggesting a low price and equally low value to which one can expect. There are buying agents and supply chain managers who will accept a higher price when you can justify it.

These are exceptions, however. Most of the time, the investment dialogue needs to be deeper at a different level, with the stakeholders responsible for the overall success of the organization.

The leaders invest

Leaders invest in products, services and solutions that help them achieve their strategic goals, including their financial goals. Sometimes these goals include reducing the money spent in certain categories. But most often, decision makers are willing and able to invest in the capabilities and results they are responsible for achieving, even when it means investing more than today.

Most executives know that their buying team will ask for a discount or a price concession, and many will defend the investment if the seller they work with can help justify the delta between what they are investing now or competitive alternatives.

If you want to have a productive conversation about trends, implications, and investments, you'll be more likely to find a receptive and engaged audience of decision-makers and executives than purchasing managers, even if you will sometimes meet a person in charge of business. supply chain. who is trying to spend more to ensure the results their business needs to succeed.

If you are wrong in any way, assume that the leadership wants to invest and that the purchases ask you to lower your price, and act accordingly.

Essential reading!

Get my second book: The Lost Art of Closing

"In The lost art of the fenceAnthony proves that the final commitment can actually be one of the easiest aspects of the sales process – if you have it well configured with other commitments that must be made well before closing. The key is to guide customers through a series of necessary steps designed to prevent a stall of purchases. "

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