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Chapter Code: IMC05
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In this chapter we discussed various aspects of buyer-seller relationships, starting with the uncertainty situations faced by the buyer, that is, need uncertainty, market uncertainty, and transactional uncertainty. The buyer-seller relationship evolves across five stages: pre-relationship stage, exploratory stage, development stage, stable stage, and final stage. This evolution depends on variables like experience, uncertainty, distance, and commitment.
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Sales representatives play a vital role in managing the relationships with customers by performing multiple functions - information exchange, negotiation and adaptation, crisis insurance, social relationship, and ego-enhancement. We also discussed the different problems in buyer-seller relationships and conflict resolution strategies.
Uncertainty and lack of trust, power difference, deviations from agreements, institutionalized patterns of operation and distance between buyers and sellers lead to conflicts. These conflicts can be resolved through persuasion, compromise, negotiation and bargaining.
Uncertainties in Buying Situations
Need Uncertainty
Market Uncertainty
Transaction Uncertainty
Evolution of Buyer-Seller Relationships
Pre-relationship Stage
Exploratory Stage
The Development Stage
The Stable Stage
The Final Stage
Implications for Industrial Marketers
Types of Buyer-Seller Relationships
Transactional Relationships
Collaborative Relationships
Alliances
Reciprocal Relationships
Managing Relationships with Suppliers
Analyzing Supplier Relationships
Managing the Relationship
Dimensions of Supply Strategy
Managing Relationships with Customers
Acquiring the Right Customers
Developing Customer-specific Propositions
Retaining Customers
Role of Sales Personnel
Role of Power in Relationships with Customers
Managing Relationships with Distributors
Conflict and Resolution
Problems in Buyer-Seller Relationships
Conflict Resolution Strategies
Models of Organizational Buying Behavior
Factors Influencing Organizational Buyer Behavior
The Sheth Model
The Webster and Wind Model
The Anderson and Chambers Reward/Measurement Model
