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Buyers

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

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Buyers

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  1. Buyers Trade Related Technical Assistance for SRE Peter Bennett Trade Development Consultant

  2. Buyers Q. How difficult is it to make appointments with buyers? A. Can be very difficult. Cf The Trade Mission problem! Buyers

  3. Buyer introductions • Introductions to buyers – key service • Exporter business missions • Trade missions • Must understand buyer characteristics • Must understand the commercial issues Buyers

  4. Buyers / 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 Buyers

  5. Large companies / OEMs Interested in • Intellectual property • Technology • Design • Logistics • Price (Our trade mission problem. What were buyers interested in?) Buyers

  6. Engineering - Example 1 • Two enginering companies • Identical products • Identical machinery • Identical labour costs and raw materials • What distinguishes them is: • Design • Technology • Logistics Buyers

  7. Food – 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 Buyers

  8. A new supplier Buyer will change supplier • When it is safe to do so • Minimum risk Buyers

  9. Vendor audit • New suppliers / Plant inspection • Quality control procedures • Financials • Raw material QC and storage • Tracability • Manufacturing standards • End product QC • Security – drawings and IPR Buyers

  10. Access 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 Buyers

  11. Signs 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 Buyers

  12. Contacting 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” Buyers

  13. Contacting 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 Buyers

  14. Contacting 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 Buyers

  15. Contacting 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 Buyers

  16. Emails • 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 Buyers

  17. Getting 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! Buyers

  18. Getting 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 Buyers

  19. Getting the buyer’s attention - 3 • Once dialogue established – send more elaborate info • Exporter’s web site – broachures / PDFs • Provided you are happy with quality Buyers

  20. E-mail attachments • The buyer should expect the attachment • No unsolicited attachments • Dated, contact, address, tel no, e-mail • File format • Attachment size Buyers

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