1.Fewer, Larger Buyers – Tire manufacturers have OEM contracts with few
Close supplier customer relationship – as there are fewer customers, suppliers
tend to develop a closer customer relationship. WIPRO’s close relationship
with IIMB, for the sale of computers
Professional purchasing – use of buying instruments such as quotations,
proposals and purchasing contracts; buyers guided by firm’s purchasing
policies, constraints and requirements
Several buying influences – the buying committee may consist of technical
experts, senior management, gatekeepers from consultancies etc. Thus the seller
should send trained sales people.
Multiple sales calls – sales cycles extends from few days to few years; thus seller
needs to make multiple sales calls to win orders.