8/7/2019 5 B2B Buyer Seller Relationship

http://slidepdf.com/reader/full/5-b2b-buyer-seller-relationship 1/4

Buyer Seller Relationship

Industrial buyer-seller relationshipshould be a mutually satisfying,profitable, long-term relationshipThis requires acquiring right customers,creating value, managing: uncertainty,lack of trust, power conflicts anddisagreements

8/7/2019 5 B2B Buyer Seller Relationship

http://slidepdf.com/reader/full/5-b2b-buyer-seller-relationship 2/4

Buyer Seller Relationship

Stages: Five StagesPre-relationship stageExploratory stageDevelopment stageStable stageFinal stage ± Long-term mutually benefiting

relationship

8/7/2019 5 B2B Buyer Seller Relationship

http://slidepdf.com/reader/full/5-b2b-buyer-seller-relationship 3/4

T ypes of Relationship

T ransactional relationships

Reciprocal relationshipsCollaborative Relationships ± Building economic, technological and

social ties

Alliances ± T o develop competitive advantage in

quality, innovation and cost

8/7/2019 5 B2B Buyer Seller Relationship

http://slidepdf.com/reader/full/5-b2b-buyer-seller-relationship 4/4

Role of Sales Representatives

Information exchange

Participating in negotiationsResolving conflictsCrisis management

Social relationship