By Martin Heubel, Amazon Strategy Consultant at Consulterce
Chances are you are not talking to the actual decision-maker.
Let me explain: Each year, Vendor Managers request higher trade investments and supply chain improvements from their vendors.
If suppliers are unwilling (or unable) to meet these demands, Vendor Managers must take action to increase the commercial pressure.
This may include:
- Reducing Purchase Orders
- Suppressing the Buy Box
- Removing A+ content
It’s worth noting that VMs rely on these measures to unlock the negotiation.
So what if brands actually stood firm?
Vendor Managers would try to link the leadership teams of both parties.
But here’s the thing:
You don’t have to wait until Amazon decides to escalate trade discussions to the next level.
Instead, you can ask for a leadership introduction before the annual negotiations begin.
Non-EU vendors can request an introductory meeting with Amazon’s category leader and sales director.
EU vendors can ask for an introductory meeting with their EU sponsor at Amazon.
This way, your teams are equally in control of the timing of an escalation and create the necessary balance of power for eye-level negotiations.
For further information and support, contact Martin Heubel here
