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This chapter presents the following content: account relationship management concepts, standard questions in a value analysis study, determine the decision-making process, buying center members, economic buying influence,...
Part II SALES FORCE ACTIVITIES Chapter 4: Account Relationship Management Account Relationship Management Concepts Account Account Purchasing Purchasing Process Process The The Buying Buying Center Center Building Building Account Account Relationships Relationships Account Account Relationship Relationship Binders Binders Figure 41: Account Relationship Management Concepts Recognition Recognition of Needs Evaluation Evaluation of Options of Options Purchase Purchase Decision Decision Implementation Implementation and Evaluation and Evaluation Value Added Role of Sales Force: Help customers recognize a need or problem and to define them in a new or different way Identify options, provide superior solutions and approaches and help overcome obstacles to acquisition Make the purchasing process convenient, hasslefree and inexpensive Figure 42: The Typical Purchasing Process Support the purchase decision by showing customers how to install and use the product, replenish, and evaluate value Figure 43: Tiering of Suppliers Tier Type of Supplier Nature of the Relationship A In Traditional “arms length” relationship, usually established at an individual level over time. Standardized, nonstrategic, products for which there are may qualified suppliers B Preferred Relationship centers on suppliers’ products and services, but there is a high level of familiarity and trust between the supplier and the customer C Extended D Partner The relationship typically involves a breadth of products and services and usually crosses numerous sites. Usually involves several collaborative processes – product design, inventory management, sales force training, etc. Supplier is viewed best in class Supplier is viewed as key to the customer’s ongoing competitive position. The business relationship is rarely challenged and is treated as exclusive along some dimension, critical along other dimensions, and , in general, special Standard Questions in a Value Analysis Study Value Analysis – Focus: TOTAL COST Can the item be eliminated? If item not standard, can standard item be used? If item standard, does it completely fit application or misfit? Does item have greater capacity than required? Can its weight be reduced? Is there a similar item in inventory that can be substituted? Are tolerances specified closer than necessary? Is unnecessary machining performed on the item? Standard Questions in a Value Analysis Study Value Analysis – Focus: (continued) Are unnecessary fine finishes specified? 10 Is commercial quality specified? 11 Can item be manufactured cheaper inhouse 12 If manufactured inhouse can it be purchased cheaper? 13 Is item classified to obtain lowest shipping rate? 14 Can packaging costs be reduced? 15 Are suppliers asked for suggestions to reduce costs? Determine the DecisionMaking Process Nothing is more important to driving an accurate selling strategy than understanding your client’s decisionmaking process Project teams typically have a welldefined evaluation process, but not a welldefined decisionmaking process In the law of algebraic democracy, some people’s votes count more than others Know who gets a straw vote and who gets a real one Determine the DecisionMaking Process A salesperson must understand how a decision will be reached even more clearly than the client does You must also understand the approval process once you’ve been chosen Analyze each stakeholder based on pain, preference, power, and the part he or she plays in the decision making process Don’t’ resort to price or discounts to create a sense of urgency In negotiation, power lies in alternatives, weakness in deadlines Figure 44: Organization Level and Need Indicators Level Need Indicator CEO EPS CFO ROI, EBITDA VP Operations Cost of Goods Sold Plant Manager Machine Availability Maintenance Manager Maintenance Expense Machine Operator Oil on the Floor Buying Center Members MARKETING MANUFACTURING RESEARCH AND DEVELOPMENT GENERAL MANAGEMENT PURCHASING When a purchasing decision has an effect on the marketability of a firm’s product, such as altering the product’s materials, packaging, or price Manufacturing is responsible for determining the feasibility and economic considerations of producing end products Is involved in the initial development of products and processes and set broad specifications for component and materials criteria, minimum endproduct performance standards, and occasionally manufacturing techniques Top management is likely to be involved when the purchase situation is unusual for the firm or when the decision is likely to have major consequences on the firm’s operation Purchasing agents are specialists who have negotiation expertise, knowledge of buying products, and close working relationships with suppliers. They tend to become most involved in the purchasing situation in the later stages of a “new buy” situation. Are generally the dominant decision makers in repetitive buying situations Economic Buying Influence ROLE: Asks “Why” Gives final approval CHARACTERISTICS: Access to money Can release money Veto power FOCUS: Total organization Bottom line The Future User Buying Influence ROLE: To decide on how a purchase will affect job performance CHARACTERISTICS: Implementation oriented Use or supervise use of product or service FOCUS: Tactical, not strategic The job to be performed Technical Buying Influence ROLE: To eliminate alternatives To recommend CHARACTERISTICS: Focuses on quantifiable aspects of product and service Gatekeeper Can only say “no,” not “yes” FOCUS: Product specifications Asks “What,” not “Why” Advocate ROLE: Helps guide the sale CHARACTERISTICS: May be inside or outside of the buying organization Furnishes and interprets information FOCUS: Your success Advocate: Why Your “Winning” is a Personal “Win” PERSONAL Wants you to win because they know you, they like you, and they’d like to see you be successful PROFESSIONAL Wins by doing their job better, achieving their goals, and helping their companies meet objectives RECOGNITION Wins by receiving recognition from their own organization NEGATIVE Really wants someone else to lose Advocate: Ways in Which an Advocate can Help Recommend selling strategies Build a groundswell of interest Refer you to other advocates Review your presentation Gain access to decisionmakers Figure 45: Stages in a BuyerSeller Relationship Relationship Stage AWARENESS Description Key Selling Objectives Recognition that a supplier may be able to satisfy an important need EXPLORATIO N A tentative, initial trial with limited commitments by both parities. This trail period may go on for an extended period of time EXPANSION Expanding the rewards for each party in the relationship COMMITMENT The commitment by both the buyer and seller to an exclusive relationship DISSOLUTION Total disengagement from the relationship. This may occur at any point in the relationship Gain customer’s attention Demonstrate how the product/service can satisfy a need Gain initial acceptance Build a successful relationship Get to know customers and their businesses better Expand ways to help the customer Interaction at levels between the buyer’s and seller’s organizations Early supplier involvement in development process Longterm focus to the relationship Look for warning signals Attempt to reinitiate the relationship Considerations When Choosing a Partner POTENTIAL FOR IMPACT Is there some real value for both parties that can come out of partnering that could not be achieved from a traditional supplier relationship? COMMON VALUES Is there sufficient commonality of values? In particular, it is important that both companies be ethical and look at quality and the quality process similarly GOOD ENVIRONMENT FOR PARTNERING CONSISTENCY WITH SUPPLIER’S GOALS How does each party look upon the partnership longterm relationship versus profit on the sale, future oriented or present? Are there frequent interaction and transactions between the two companies? Is a partnering relationship with this customer consistent with our own product and market strategy, and with our overall direction as a company? Account Relationships Relationship Enhancers Creating Value: Acceptable conduct and performance Meeting Expectations: Measures of performance levels Building Trust: Importance of trust Customer Value Creation in the Purchasing Process Figure 46: Customer Value Creation in the Purchasing Process High Customer Value Low Relationships: _ Enterprise Consultative . Transactional Recognition of Needs Evaluation of Alternatives Purchase Decision Implementation and Evaluation Figure 47 Account Intelligence Market Intelligence: Which of the customer’s products are most important in terms of revenue and profit contribution? What markets do they serve, and which are the most important? Who are their major competitors? Financial Intelligence: When does the annual capital budgeting process begin? When does it end? Who initiates capital project requests? What hurdle rate is required to win approval? What is the projected capital spending for the year? Organizational Intelligence: What reporting relationships in each department influence purchasing decisions? What are the top business objectives each relevant department manager is expected to achieve in the current year? Figure 47 Continued Operational Intelligence: What are the details of the process used by Operations to produce results (e.g., raw materials coming in, processing equipment, budget to produce finished goods, etc.)? Are there specific measures of performance for your products or services? Personnel Intelligence: Who are the people having a direct or indirect influence on buying decisions for your products? What are their formal responsibilities? How often have you met with them in the past year? What is your relationship with each person? Who are their friends and enemies with the account? Competitive Intelligence: Which of your competitors have an installed bas position in the account? What is the account share for each competitor? Which ones are likely to gain share? Figure 48: Account Relationship Strategy and Relationship Binders Transactional Relationship Consultative Relationship Enterprise Relationship Create Value A good product that can be conveniently purchased A solution to an important problem A supplier that will increase the share holder value of the organization Meet expectations Buyer has a clear set of expectations as to the conduct of the relationship Buyer knows a problem exists but is unsure of the solution of what will be involved in addressing the problem Buyer’s expectations are strategic in nature, though the process for achieving strategic objectives may not be known Build Trust A supplier would do what has been promised A supplier will do what is necessary to solve the problem A supplier will do everything possible to increase the buyer’s competitive advantage in the marketplace .. .Account? ?Relationship? ? Management? ?Concepts Account Account Purchasing Purchasing Process Process The The Buying Buying Center Center Building Building Account Account Relationships Relationships... Account Account Relationships Relationships Account Account Relationship Relationship Binders Binders Figure 41:? ?Account? ?Relationship? ?Management? ?Concepts Recognition Recognition of Needs Evaluation ... the? ?account? What is the? ?account? ?share for each competitor? Which ones are likely to gain share? Figure 48:? ?Account? ?Relationship? ? Strategy? ?and? ?Relationship? ?Binders Transactional Relationship Consultative Relationship