The Selling Firm's Negotiation Team in Rebuys of Component Parts

Perdue, Barbara C.
November 1988
Journal of Personal Selling & Sales Management;Nov88, Vol. 8 Issue 3, p1
Academic Journal
This article focuses on the selling firm's negotiation team in re-buys of component parts. This manuscript reports the findings from a field study that examined selling center participation at the negotiation stage of the selling process. Focusing on a commonplace industrial purchase, the re-buy of a component part, the selling firm's negotiation team is described, and several factors expected to influence the team's size and functional composition are investigated. In an industrial marketing context negotiation refers to the decision-making process through which buyers and sellers arrive at the terms of purchase agreements negotiations typically are conducted over the conference table and the key outcome is a contract, which spells out the details of the exchange. A collective effort also could result in negotiation outcomes more favorable to the selling than those, which could be achieved by a solo negotiator. A team approach also may provide a good offense in claiming the selling firm's share of the available benefits in that the on-the-spot incorporation of the orientations and concerns of team members from different functional areas may provide the rationale necessary for eliciting concessions from the buying firm.


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