buyers
DESCRIPTION
Buyers. Trade Related Technical Assistance for SRE. Peter Bennett Trade Development Consultant. Buyers. Q. How difficult is it to make appointments with buyers? A. Can be very difficult. Cf The Trade Mission problem!. Buyer introductions. Introductions to buyers – key service - PowerPoint PPT PresentationTRANSCRIPT
BuyersBuyers
Trade Related Technical Assistance for SRE
Peter BennettTrade Development Consultant
Mexico: SRE Buyers 2
BuyersBuyers
Q. How difficult is it to make appointments with buyers?
A. Can be very difficult. Cf The Trade Mission problem!
Mexico: SRE Buyers 3
Buyer introductionsBuyer introductions
• Introductions to buyers – key service Exporter business missions Trade missions
• Must understand buyer characteristics
• Must understand the commercial issues
Mexico: SRE Buyers 4
Buyers / Purchasing professionalsBuyers / Purchasing professionals
• Well informed• Difficult to get access to – cf. large cos• Existing suppliers – must replace• Demonstrable advantage to product / service• Benefits / benefits / benefits• Marginal price difference – generally won’t
work• RFQ – benchmarking• IPR with impact on buyers business
Mexico: SRE Buyers 5
Large companies / OEMsLarge companies / OEMs
Interested in Intellectual property Technology Design Logistics Price
(Our trade mission problem. What were buyers interested in?)
Mexico: SRE Buyers 6
Engineering - Example 1Engineering - Example 1
• Two enginering companies Identical products Identical machinery Identical labour costs and raw materials
• What distinguishes them is: Design Technology Logistics
Mexico: SRE Buyers 7
Food – Example 2Food – Example 2
Two food companies Identical products Identical machinery Identical labour costs and raw materials
What distinguishes them is: Design / brands Technology Treacability / ISO Certification / Confidence Logistics
Mexico: SRE Buyers 8
A new supplierA new supplier
Buyer will change supplier1. When it is safe to do so
2. Minimum risk
Mexico: SRE Buyers 9
Vendor auditVendor audit
• New suppliers / Plant inspection• Quality control procedures• Financials• Raw material QC and storage• Tracability• Manufacturing standards• End product QC• Security – drawings and IPR
Mexico: SRE Buyers 10
Access to buyersAccess to buyers
• Senior buyers - very busy
• Many new vendors seeking attention
• Appointments – weeks in advance
• Renumeration based on success of merchandice
• Decision – concensus But only in some geographic areas
Mexico: SRE Buyers 11
Signs of seriousnessSigns of seriousness
• Speed of communication• Willingness to tell you about needs• As trust builds:
Divulge more information Identify preferences Buying intentions Buying Loyalty
• Process takes time
Mexico: SRE Buyers 12
Contacting buyers - 1Contacting buyers - 1
• Local language English / Spanish / French
• Phone – AM is best• Mobile – OK to talk / re-schedule call• Importance of buyer’s assistant or secretary• Tel conversations – short and cryptic
Must prepare Avoid – “No. I’m not interested”
Mexico: SRE Buyers 13
Contacting buyers - 2Contacting buyers - 2
• One of many new vendors• Majority trained in purchasing
techniques Ask direct questions – blunt Must pre-empt what these questions are Have prepared answers
• Arranged meeting Confirm by email – date, time and location Copy buyer’s secretary or assistant
Mexico: SRE Buyers 14
Contacting buyers - 3Contacting buyers - 3
• Gifts No
• Be on time• Scheduled call
Use Outlook to remind you. Call on time.
• Switch off your mobile phone / Not silent• Check format of meeting
Insert into Export’s mission document Large organisations
Mexico: SRE Buyers 15
Contacting buyers - 4Contacting buyers - 4
• Send an acknowledgement after meeting• Spell buyer’s name correctly!
Incorrect – reflection of quality
• Give buyer at least 2 names in your company• Alert your switch board• Correspondence
Acknowledge 24 hrs Full response later
Mexico: SRE Buyers 16
EmailsEmails
• Unsolicited emails – spam• Ask for permission
Senior buyers – dozens / hundreds of emails per day
• The subject line Do not use a commercial theme
• Use individual email addresses Info@mail_address.com
• Keep message short
Mexico: SRE Buyers 17
Getting the buyer’s attention - 1Getting the buyer’s attention - 1
• No commercial theme in subject line• 1st sentence
What the exporter does. One or two sentences Cos may be of no help. Co brochures!
• 2nd sentence - benefits List one or two
• 3rd sentence – references• 4th sentence – refer to exporter’s web site
If you are happy with site!
Mexico: SRE Buyers 18
Getting the buyer’s attention - 2Getting the buyer’s attention - 2
• 5th – State what you want Appointment To talk Show or send samples
• 6th – Suggestion for follow-up You will phone at……
• 7th – Who you are One sentence about TPO Do no insert a paragraph The buyer is not interested in the TPO
Mexico: SRE Buyers 19
Getting the buyer’s attention - 3Getting the buyer’s attention - 3
• Once dialogue established – send more elaborate info
• Exporter’s web site – broachures / PDFs
Provided you are happy with quality
Mexico: SRE Buyers 20
E-mail attachmentsE-mail attachments
• The buyer should expect the attachment
• No unsolicited attachments
• Dated, contact, address, tel no, e-mail
• File format
• Attachment size