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President & CEO at Holden Advisors | Strategic Pricing and Negotiation | Rapid Revenue Growth | Transformational Leader, Speaker & Coach

McKinsey recently published a study for their procurement clients highlighting how many buying organizations don’t have the information they need to make effective decisions. Too much data is inaccurate or of poor quality, and they have difficulty integrating data from multiple sources. This is an opportunity for suppliers. Without accurate data and a clear picture, buyers can come to the table with erroneous perspectives that can be, and should be, refuted by informed sellers. As a salesperson, I’ve been ambushed by a buyer that seems to know more about my business than I do. It appears, though, that buyers don’t have all the answers (though they often portray themselves as having them). When a seller can offer factual representation of the real situation, they can turn the tables in the negotiation. Or at least, get back to even footing with the buyer. I just saw this with one of our clients. The buyers requested a 6% reduction in price, showing how the suppliers costs had gone down. The information was incomplete, however, and didn’t show the whole picture. At the beginning of the negotiation, our client was ready to agree. Once they researched the whole situation, however, they came back with a different approach. In the end, they avoided the entire price reduction and even increased price in a couple areas. If you’re not providing your sales teams with clear data about their customer relationships and their associated profitability, consider it. Well-trained sellers, armed with this information, can refute misinformation from their buyers and stand firm in the face of discount demands.  

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