Account Relationship 
         Account Relationship 
         Management Concepts
         Management Concepts
           Account          The         Building       Account
           Account          The         Building       Account
            Account         The          Building      Account
            Account         The          Building       Account
          Purchasing      Buying        Account      Relationship
          Purchasing       Buying       Account      Relationship
          Purchasing       Buying        Account     Relationship
          Purchasing       Buying        Account     Relationship
            Process        Center    Relationships     Binders
            Process        Center     Relationships    Binders
            Process        Center     Relationships     Binders
            Process        Center     Relationships     Binders
          
      Figure 4-1: Account Relationship Management Concepts
       Figure 4-1: Account Relationship Management Concepts
        Purchasing Process
        Purchasing Process
         A key determinant of the nature of 
          the purchasing process is the buying 
          situation faced by an account.
         Three different types of situations 
          are possible each of which will 
          influence the nature if the four steps 
          in the purchasing process and the 
          opportunity for the seller to provide 
          value to the customers.
         
        Purchasing Process
        Purchasing Process
        1.  The straight Re-buy purchasing 
            situation: the product has been 
            purchased and there is no change 
            desired in the product or the 
            offering, the seller can add value 
            for the customer by making the 
            purchase easy and convenient.
         
        Purchasing Process
        Purchasing Process
        2. A modified Re-buy purchasing 
          situation: occurs when some 
          changes are anticipated in a product 
          that the buyer has been purchasing.
        3. The most complex purchasing 
          decision is the new buy purchasing 
          situation: the seller has the 
          opportunity  to add value for the 
          buyer during the three of the four 
          stages of the purchasing process
         
              Recognition Evaluation  Purchase                          Implementation
              Recognition Evaluation  Purchase                          Implementation
              Recognition Evaluation  Purchase                          Implementation
              Recognition Evaluation  Purchase                          Implementation
                of Needs          of Options          Decision           and Evaluation
                of Needs          of Options          Decision           and Evaluation
                of Needs          of Options          Decision           and Evaluation
                of Needs          of Options           Decision          and Evaluation
           Value Added Role of Sales Force:
           Value Added Role of Sales Force:
              Help customers       Identify options,   Make the             Support the 
              recognize a need provide superior  purchasing                 purchase 
              or problem and       solutions and       process              decision by 
              to define them in  approaches and        convenient,          showing 
              a new or             help overcome       hassle-free and      customers how 
              different            obstacles to        inexpensive.         to install and use 
              way.                 acquisition                              the product, 
                                                                            replenish, and 
                                                                            evaluate value.
              
           Figure 4-2:  The Typical Purchasing Process
            Figure 4-2:  The Typical Purchasing Process