Okay, so let's go to our chapter number one buyers versus sellers. Are they very conflictive worlds or can we live together normally let's take a look at the world between buyers and sellers. For lessons first one, the tension between both. Second one the aims of each side. lesson three, the buyer main objective and concern and it's not price you will see that later. And number four, the relevance of purchasing in any organization not only at the customer side, but also in your own company.

Okay, let's go in. So the tension between buyers and sellers why tension because if you if you think about it on a very bold way, you will say they are in completely different ways. worlds one one something the other wants the opposite. One wants to be sold supplier, the other one wants to have multiple suppliers. One wants to sell by exploring pricing, the other one wants the lowest price possible. So here you can read it through can go through it.

I think it's it's pretty much clear that both are in what seems to be conflicting sides. And it's your role. They are not conflictive they are probably in different different spaces. And it's your role to build the bridge. That's the role of the sales rep to build a bridge to find common ground. Because if you have something that they want and if they have something that you want men just Have to negotiate.

You just have to find it out. You just have to dig in what is really what they want? And what can you really offer to tackle that need? That's your role. So it's not conflict per se. So it's not conflict, per se, but an opportunity.

And that is that there's very stupid okay? Of course, each side must think and it doesn't always happen, obviously, because people tend to be very, very egocentric and you just think about what you want. You tend to forget what about what the other side might want? Try to think it over try to think what do I want, but what does he want? It's very, very important that you are aware of the impact on the other side. The expectations on the other side, what would be nice to have for you?

What would it be nice to have for him? Think it over is very important. Don't think only about your side, okay, I need these margins, I need these volumes, I need to sell x. So that Okay, that's one side of the equation but try to find out the other side. What does he want? How much does he wants to buy from you?

And why? And then what conditions? Could they be different? Could it not be optimal but still good. That's your role again. That's why you are a sales rep. That's important that you think it over.

So it's not only about you, it's not only about your objectives, it's about both objectives does make sense. Of course, when you when you go to a customer when you have an important negotiation to do, you tend to think about, okay, I want this and that the At that time, did he now go down to the other part? What does he expect? anticipate both parts of aims and objectives? Not only and this is not negative, and it doesn't mean that you have to give away. But you were right.

Let's go to the next one. Okay, let's go to the next one. What is the main concern of the buyer? What is his main objective? In everything that he does? a buyer What does he want?

You are wondering the lowest price. It's all about price, right? Well, the price is not the buyers main concern. Everybody thinks so. And it will tell you so. And every month you're gonna have discussions about pricing.

But that's not his biggest concern. His biggest concern is actually not having the product. Imagine if he doesn't have the product. Imagine if his factory stops because he doesn't have the product because his supplier didn't revert. Imagine how would he respond to his manager, to his management to his people? Not having the product is the main concern of any buyer.

How could they explain to the other departments to the other functions? Hey, we are stopped because we don't have product because I screwed up. Prices are a concern in our discussion. But the biggest one the biggest one is not having the product. have that in mind. That will change your perspective.

I have tough negotiations and discussions with my customers about prices. Surely But it's when we have some production problem that we cannot deliver on time that they have the biggest discussions because when we cannot deliver on time, our customers get very, very worried, very, very worried, more worried, and about 10 or 20 bucks. Think it over. Pricing is not the main concern of the buyers. And of course, if they have plenty of suppliers, they can be in a kind of a comfortable situation. That's why import it's important that you move up in their in their strategic sourcing that you move up your position that you become a more important and relevant seller, because then they will be more attentive to having the product of course the pricing discussion will be there, but the reliance ability of supply will be the major concern.