Forward in reverse
13 September 2012
The idea that purchasing managers should sell the benefits of trading with their organisation to suppliers may sound strange, but the practice - known as reverse marketing - is catching on. Malcolm Wheatley explains
The presentation was slick, impressive and persuasive. As it progressed, the seated executives found themselves increasingly inclined to do business with a company capable of putting together such a convincing pitch. And, at its conclusion, the participants’ body language said it all: subtly, the issue had changed from one of should the two companies do business, to...