Selling Procurement as a Business Partner

Building effective business partnerships in procurement requires a problem-solving mindset, trust-building, and the ability to tailor the selling approach to meet senior stakeholders' needs. This article explores the different types of selling, including commodity selling, unique selling points (USPs), elevator pitches, and solution selling, which play a role in the sales process. Additionally, it highlights the significance of market research in understanding consumer needs, industry trends, distributor preferences, and competitor strategies. By integrating these elements, procurement professionals can enhance their business partnering efforts and drive value within their organizations.

The Five Levels of Selling

1. Commodity Selling: Involves the trade of widely available products or services that are considered common in the market.

2. Product Selling: Emphasizes unique selling points (USPs) to highlight distinctive features or qualities that differentiate a product or service from competitors.

3. Brand Selling: Focuses on building a reputation and credibility for the procurement function.

4. Solution Selling: Establishes relationships and offers tailored solutions to meet stakeholders' specific needs.

5. Consultative Selling: Establishes trust and collaborates with stakeholders to solve significant problems.

Incorporating Different Selling Approaches in Business Partnering

1. Commodity Selling: Market availability and standardized specifications are key considerations when selling commodities. However, this level may not directly apply to selling procurement as a business partner.

2. USPs and Differentiation: Highlighting unique features and qualities of products or services helps position them as superior to competitors' offerings.

3. Elevator Pitches: Utilizing concise and compelling presentations, such as elevator pitches, effectively communicates the value proposition within a short timeframe.

4. Solution Selling: Establishing strong relationships with customers and providing comprehensive solutions to their specific needs is the focus of solution selling. It goes beyond simply selling products or services and addresses broader challenges or objectives.

The Role of Market Research in Business Partnering

1. Understanding Consumer Needs: Market research provides insights into the preferences, demands, and expectations of target consumers, enabling procurement professionals to align their strategies accordingly.

2. Industry Trends and Thought Leaders: Studying influential figures and experts within the industry helps identify emerging trends, best practices, and innovative solutions.

3. Distributor Preferences: Recognizing the requirements and preferences of distributors is crucial for developing strong partnerships and optimizing distribution processes.

4. Competitor Strategies: Analyzing and evaluating competitors' strategies helps identify competitive advantages and potential areas for differentiation.

Conclusion:

Procurement professionals possess a unique opportunity to employ a diverse range of selling approaches tailored to the specific needs of senior stakeholders. By harnessing methods such as commodity selling, unique selling points (USPs), elevator pitches, and solution selling, they can customize their strategies to drive significant outcomes. Additionally, conducting comprehensive market research equips procurement professionals with valuable insights into consumer needs, industry trends, distributor preferences, and competitor strategies. By seamlessly integrating these insights into their business partnering endeavors, procurement professionals empower themselves to foster stronger relationships, build trust, and effectively tackle challenges alongside senior stakeholders.

This value-driven approach not only nurtures successful partnerships but also generates tangible benefits throughout organizations. While excelling in essential "procurement techniques" remains pivotal, it is equally vital for procurement professionals to develop a profound understanding of the broader business landscape. By aligning their approach with business objectives, strategies, and challenges, procurement professionals can create value for all parties involved and contribute to long-term success.