<\/p>\n
Strong brands are monopolists \u2013 their customers cannot switch to competitor brands. This applies even though similar products are usually available, as the alternative product cannot attain the mystique of a successful brand. Manufacturers of these brands are fully aware of this, of course, so they defend their interests with confidence. Buyers from businesses who want to negotiate successfully need to prepare very thoroughly and base their approach on partnership.<\/strong><\/span><\/p><\/div><\/div><\/div>\n Negotiating with strong brands can be challenging, but it\u2019s not in the interests of either the retailer or the supplier to have empty shelves. If negotiations fall through, both sides lose. Negotiators who bear this in mind can act more effectively and ultimately find viable compromises. It\u2019s important to prepare especially thoroughly and carefully for negotiations with teams representing strong brands.<\/p>\n It\u2019s important to prepare especially thoroughly and carefully for negotiations with teams representing strong brands.<\/p><\/div>\n The negotiating strategy is based on an in-depth supplier analysis and a Total Cost of Ownership (TCO) review. In addition to sales figures, other factors for consideration include joint advertising activities and the long-term quality of the collaboration. The TCO analysis enables you to formulate realistic negotiation objectives and identify potential win-win solutions. During the next stage, the procurement team develops arguments and counterarguments, assigns roles, and works out negotiation scenarios, escalation steps, and alternative plans.<\/p><\/div><\/div><\/div>\n