Training course – Commercial relationship

Listening to the voice of the customer: how buyer and seller can create value together


 2 days (REF-CPO-FEVC-2021)


Public classroom: 1600€ per participant (800€/day)
Private classroom: 4000€ (2000€/day for group up to 12 participants)


CUSTOMER RELATIONSHIP: ensure better consistency of the offer vis-à-vis the targeted client
COMMUNICATION: establish a relationship based on trust and transparency, develop your credibility
BUSINESS GROWTH: develop your marketshare and business on long-term basis, anticipate new needs


Viewed through the prism of a Procurement professional and his proven experience in supplier relationships, it is to identify and understand the key words (what to say and what not to say) in exchanges with a buyer in order to build the most optimized commercial relationship possible with the following objectives:
Share on customer needs through the eyes of a buyer
Better understand buyer profiles and their environment
How to listen to the expectations of a buyer (therefore client) in terms of partnership, innovation, communication
Build your service offering while being resolutely customer-focused
Establish the profile of the “ideal” supplier
Deploy a shared vision with the buyer
Facilitate long-term buyer-seller synergies
Establish effective communication with the buyer

Day 1 – Context & Needs analysis

  • Reviewing on motivations: driving leadership, future partnership, customer centric approach
  • Influencial macroeconomic factors within customer business environment: “PESTEL” approach and key drivers
  • Impacts for Procurement in business partnering and maturity level: strategy against spend complexity, buyer profile diversity analysis

Day 2 – Customer’s expectations

  • Major ecosystem parameters driving customer attitude: organization, values, habits, stakeholding…
  • The virtuous circle: Create Value, Improve Performance from supplier selection till its development (or phase out)
  • Thriving the customer-supplier relationship: the “ideal” supplier, measuring performance, business reviews concept

Profile of participants (recommended)

Individuals involved in customer relationship management (KAM, Sales, Marketing) or willing to shed into