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De vigtige kunder
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There is a notable difference between selling to companies or private individuals. Below is an angle of approach to the producer market.
If you offer a service or a product to companies, you are characterised as "being in the producer market". This is seen as opposed to "being in the consumer market" which covers direct sales to consumers. Sales to public institutions is normally also categorised under the producer market.
Producer market characteristics: - Few buyers in relation to total number of consumers
- Large-scale orders
- A relationship between buyer and seller can be established
- Potential customers are easy to single out/segment
- More persons are involved in a purchase
- Professional purchasing methods based on information and rationality
- Focus is on price and cost-saving
Purchase Methods
Three pervading purchasing principles applied by companies: - Straight rebuy - you buy the same as usual. Usually office supplies, coffee, etc.
- Substantial repurchase - before buying, you consider whether the requirement, design, or technology has changed since last time. This could be PCs, courses, or technological equipment.
- New purchase - you want to check the market for the most favourable offer meeting the requirements set out by the company
Example
A new purchase or repurchase in the producer market can be illustrated in terms of a company wanting to replace their overhead warehouse door.
1) Problem identification
The company identifies its problem: We need an overhead warehouse door, or: Our overhead warehouse door is defective. Will the budget allow a purchase?
2) Determination of requirement characteristics
The company defines its requirement: Should the door be manually operated? Or should it be automatically activated by photocells?
3) Product specifications
The company determines the type of door needed: Size? Metal or another material?
4) Tracking down potential suppliers
The company checks their supplier file: Where did we get the existing door? Or: Who supplies overhead warehouse doors?
5) Making analysis and obtaining quotations
The company may ask you and other potential suppliers to come and take a warehouse measurements for the fitting of the overhead door. The company requests a quotation for the delivery of the door, and may also ask you to state references.
6) Evaluation and negotiation of quotation and choice of supplier
The company compares the quotations received: Which one is the cheaper? The expensive? Will we get value for money? Any guarantee that you or another supplier will be able to carry out the task proficiently?
7) Placing an order
The company chooses a supplier and rejects those not chosen.
8) Check ups on supplier and delivery
The company follows up on its order: Will you be able to deliver the door on time? The company tests whether the door functions according to their order.
A similar process would be applied if the company were to commission a large translation project, a company progress report, or implementation of a new accounting system.
Hauge Andersen / Thomsen
- KrakMarked - sælger/køber mødes
- Danish Exporters
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