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Description: Recent years have seen the balance of power between professional buyer and seller swing dramatically in favour of the buyer. Sellers are now faced by more professional, more knowledgeable and certainly more powerful buyers. The old sales techniques around personal relationships (often avoiding buyers!) no longer work; sellers must reinvent their approach and be able to work with buyers if they are to succeed in this new era.
In Understanding the Professional Buyer Peter Cheverton and Jan Paul van der Velde reveal the many drivers behind the way modern buyers operate. The author team of "buyer" and "seller" offer a unique insight and approach to unraveling the complex nature of the buyer”seller relationship; by first presenting the reasons behind the buyer`s approach and then the seller`s ideal response. Packed with fresh ideas and practical advice that will help any seller work more closely with their buyer, without feeling they are losing out, the book includes guidance on:
¢ working collaboratively in a changed environment
¢ the role of purchasing as a strategic aim within organizations
¢ the purchasing chain and the seller`s role within it
¢ buyer types, motivations and rewards
¢ tools and techniques of the purchasing function
¢ the key themes of a modern purchasing environment
Contents: 1 Terminology: The seller`s response... ¢ Purchasing developments: what has changed: The seller`s response... ¢ The importance of purchasing for a company: The economic logic: purchasing`s effect on the bottom line ¢ Purchasing importance: the DuPont Rol model ¢ The rise and fall of purchasing: what next? ¢ The seller`s response... ¢ Purchasing processes: The basic purchasing process ¢ The detailed purchasing process ¢ The value chain model ¢ The seller`s response... ¢ Purchasing strategy: The seller`s response...¢ Purchasing organizations: Purchasing organizational development ¢ Price, costs or value focus ¢ Purchasing organizational set-up and ability to deliver ¢ The seller`s response... ¢ Buyers: types, motivations and rewards: Buyer profiles ¢ Motivations and rewards for buyers ¢ The seller`s response... ¢ Purchasing analysis: Pareto analysis/ABC analysis ¢ Kraljic analysis ¢ The Dutch windmill ¢ Supplier portfolio management ¢ Porter`s analysis ¢ Supplier selection criteria ¢ The seller`s response... ¢ The negotiation game : The negotiation process ¢ The negotiation power balance ¢ Negotiation tactics and buyers` tricks ¢ Buyers and negotiation tricks in pricing discussions ¢ The seller`s response... ¢ Price management: managing the buyer: The previous pricing relationship ¢ Timing of pricing discussions ¢ Pricing communication ¢ Pricing process and follow-up ¢ The seller`s response... ¢ The purchasing agenda: Supply chain-related purchasing activities ¢ HR purchasing activities ¢ Finance/legal-related purchasing activities ¢ R&D/development-related purchasing activities ¢ Sales/consumer/customer-related purchasing activities ¢ Purchasing tools-related activities ¢ The seller`s response... ¢ Buying and selling relationships: The seller`s response... ¢ Summary and conclusions: The ten -point checklist ¢ Getting futher help: Reading list ¢ References ¢ Training ¢ Speak to your own buyers ¢ Index
About the Authors: Peter Cheverlon is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies. He has developed an international reputation as a leading expert in this challenging area, working "hands-on" with clients around the world. He is author of Key Account Management, Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).
Jan Paul van der Velde has had a career of over 20 years in purchasing. Having begun his career at Philips Electronics, he has held positions at Frito Lay (PepsiCo), Heineken, and ICI/Quest International. He currently works at Flint Group, as SVP Procurement and part of the Executive Management Team. Jan Paul shares his experiences in purchasing with sales/account executives through key account management/global account management master classes and specific in-house "Purchasing for Sales People" programmes.
Target Audience : Professionals in sales & purchase department, students of management.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749461232
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Pages : 208
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