Purchasing Department

Medium-sized enterprises on the other hand, have too much information and so little time to be able to understand it, making that the people selected for shopping take the less risky decision to propose buying at the lowest price. Corporations or large companies have moved these decisions for the Purchasing Department, where the strategy is to buy at the lowest price. This Department is under a mandate to buy things at the lowest price, so this usually results in a false economy. Unfortunately many sales professionals have been trained in techniques that keep customers focused on prices. Sales training should normally focus on features and benefits that are offered to customers. But as customers unable to understand the true cost of their problems and the causes of these same, are guided by the appearance more easily understood, the price.

For example, if two companies are offering similar products, taking into account that customers think that they will solve the problem in the same way, they have no choice but that search for the lowest possible price. Because the price is often irrelevant when the true cost of the problem is discovered, the price of the solution it becomes irrelevant. For example, we know that the price of a motorcycle is usually lower than the price of a truck and the two are to be transported. But if you transport children, the importance of the lowest price decreases considerably when compared with the security offered by vehicles. The same goes for sale in the enterprise market (B2B – Business to Business).

Superficially two enterprise products (B2B) seem that they perform the same function. However, two competitive products are not exactly the same, and these differences are generating costs in the operation of the client. Responsibility of the business (B2B) sales representative, is the explain these costs. For example, imagine two sets of processing of orders that they have the same features and benefits, but one is half the price of the other.