Page 20 - engage workbook

Technical relationships

Characteristics

• The buyer purchases knowledge, expertise or quality of product.

• Generally a reactive relationship.
video
• There can be a steady flow of business, but there is no deep connection on a personal level.

• Whilst the buyer values the fact that you “know your stuff”, at the extreme, your
deeper technical expertise may cause them discomfort - experts often have the knack Learn
of making lesser mortals feel rather inferior! Explain

Advantages Disadvantages

• Assuming that you have a technically • Unless you have a clear technical
good offering, and you know it well, advantage over competitors then price
then the relationship is easy for you. can be the main differentiator.

• It is a relatively quick relationship to • You are likely to have to re-propose
build - especially if your organization’s frequently, since limited loyalty exists.
brand gives the buyer confidence.
• Your offering is seen as a commodity.

• Conversations tend to be narrow in
scope and opportunities are missed.

• It is relatively easy for a competitor to
displace you:

– if they take the time to better
understand the buyer and the
business relationship.

– with a lower price (where they
can match the technical aspects
of your offering).

• Mistakes tend to be punished.

15 engage-universe.com