&A
ASK THE EXECS
JACQUI KAVANAGH CEO, Trinity Event Solutions
One of the biggest problems with companies that would like to add control to their procurement systems is that the people who have been managing the
process have often been doing it outside their roles – and they like doing it. Such a fragmented approach sometimes makes it hard to know who is responsible for what. You need to demonstrate that, although the procurement process will be more controlled, the selection process can remain in the domain of these people. In this way, you aren’t removing a cherished part of their jobs.
Jacqui Kavanagh is a member of IoD East Midlands ANNA BRITNOR GUEST MD, Alate Business Growth
Focus your marketing eff orts on potential clients with the greatest need to remove their procurement pain – the more the problem aff ects their strategic goals, the higher the priority they will give to solving it. Show them relevant, quantifiable examples of the specific, tangible outcomes that your business can deliver, rather than generic “cost-ef iciency”. Use your knowledge of procurement processes as you engage these organisations and identify their influential stakeholders, as you’ll need their support. Anna Britnor Guest is a member of IoD South
JARMILA YU Founder, Yunique Marketing
The most obvious and eff ective way to win clients is to tell them relevant, recent success stories. Ask an existing client to write a testimonial extolling your virtues. Also cite examples of successful businesses that understand the value of eff ective procurement, showing how they benefit from it. Position Novo-K as an intelligent
way to outsource procurement, freeing the client from having to trawl the entire market for the most appropriate supplier for any given need. Since procurement is a function that relies on having a large network of trusted suppliers, delegating it to an experienced and well-connected provider makes total business sense.
Jarmila Yu is a member of IoD Advance
RICHARD MAYBURY Managing consultant, Attitude Solutions
It appears to me that you have three barriers to overcome: Most businesses don’t “do”
procurement. At best, they have
people in finance or admin teams looking for deals. Your ideal client is probably bombarded daily by
experts trying to sell cost reduction. Procurement does have a bit of an image problem. Your value proposition needs to cut through these
barriers and speak directly to the diff erentiated value you off er. While the “Buy smart. Save money” slogan on your website is catchy, it doesn’t capture the essence of what you do. It’s clear that you off er far more than cost reduction. I think that you’re about helping clients to build a better procurement capability, which will result in smarter buying and, dare I say, professional practices. Lastly, some of the most successful business people I know have qualified as members of the Chartered Institute of Procurement and Supply – as have you. You’re a rare breed, so capitalise on this.
Richard Maybury is chair of IoD Surrey
director.co.uk 29
JUSTIN DONNE Consultant
Emphasise the “you” in procurement. I suggest surveying a sample of your target market, asking potential clients the following simple question: “If I could achieve one result for you – only one – in procurement, what would that be?” This will give you an idea of the demand. You can then use the top answer in your marketing campaigns.
Justin Donne is a member of IoD East Midlands
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