Step 1—Communication Objective
A customer ultimately selects a supplier because they judge them to be the best one, when the purchasing decision is ultimately made. Customers are persuaded through rational argument, which means they have good reasons for choosing one supplier over another and are also able to justify why they’ve made this decision.
The decision-making process itself is usually far from simple, and there will be a number of reasons why they make a decision. The supplier will obviously be credible and able to meet requirements that have been detailed in documents and described at meetings. The customer may feel a supplier shares a similar culture to them. They may be thinking longer term and believe they will be able ...
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