Do you buy on price or do you want a relationship with your supplier?
Most people say relationship and complain about the lack of it. The truth is they buy on price because they boast about the best price they get, not the best relationship they have with their supplier.
When I was in corporate banking years ago, it moved from being all about relationship to being about the best price. Now the price people (traders) have come to dominate the banking landscape. Price is short term, here today and gone tomorrow, with only the hangover left to remind us.
So let's talk about the intangibles of price and relationship. I listened to a guy talking last year about how his Chinese supplier of containers for his products (cosmetics) had started with a great price advantage but had deteriorated so far that his landed cost per usable container was now the same as his US supplier and he the customer did not have to worry about shipping time from the US supplier. My guy was shopping strictly on price and had forgotten that he needed a steady reliable supplier. This is not a slap at the Chinese supplier, because he knew that price was everything. He was just trying to make the price better each time and still make a profit. The Chinese supplier did not realize that the US customer cared about quality or about having enough usable containers on hand to satisfy his needs because that was never mentioned.
Then I was thinking about one of our customers who took a prototype machine from us which worked badly for their application. After threatening to drag it into their parking lot, they supported us while we worked to make it right for them. Now they let us bring prospective customers into their plant to see the machine they bought from us run. There is nothing in it for them to do this, It is part of a relationship. They worked with us through the bad part and into the good. They were demanding but realistic. They hung in there. We support them.
Now remember, our machines are not a commodity: they are complex and customized for a specific application. This means that our customers want to be able to pick up the phone and get support from us. They cannot just ask the guy down the street, although each customer probably know as much or more about their machine as we, who built it, do.
Somewhere out there Wall Street is still living in the price, like the Chinese supplier, and has forgotten that a relationship with their customers and employees might serve them better in the long run. They sold on price, took the money and reduced the quality until we investors realized how bad it was. If we had demanded a relationship, it might have served us better, since we will be paying for all those expensive mistakes in the form of reduced credit availability and higher interest rates for quite a while to come.
I think more and more highly of relationships, those that support us and those we support. We need the thoughts, insights and support of our vendors if we are to provide value to our customers.
Where do you weigh in?