Sales and procurement: bridge this gap and gain a true competitive advantage

This blog is based on the discussions from the previous Finnish and English Linkedin posts. The comments provided valuable insights, but one thing is clear: the gap between procurement and sales still exists, but those who bridge it gain a significant competitive advantage.

The discussion confirms a fundamental challenge: procurement and sales still struggle to fully understand each other, but those who do gain a significant advantage. Several key themes emerged:

1️⃣ Good salespeople often make good buyers, but the reverse is less common. Many agreed that transitioning from sales to procurement is more natural than the other way around. Sales requires a mindset of customer engagement, whereas procurement is often more process-driven.

2️⃣ Trust and personal reputation play a huge role. Some pointed out that even senior sales leaders in large companies may struggle with credibility if they fail to build trust. Procurement professionals who don’t focus on relationships can also face similar challenges.

3️⃣ A practical way to evaluate sales effectiveness: How many times does a salesperson say “I” or “we” instead of speaking in the customer’s terms? Can they explain their solution entirely in the buyer’s context? This mindset shift is crucial for positioning as a strategic partner.

4️⃣ Procurement-sales collaboration is like solving a Rubik’s Cube. Factors like supplier classification, customer segmentation, procurement category specifics, procurement maturity, and sales culture all need to align for smooth cooperation. When these elements click into place, everything works better.

5️⃣ A simple starting point: Just understanding what information the other function needs to succeed can bridge many gaps between procurement and sales.

🔹 Summary in one sentence: Sales and procurement success depends on trust, positioning, and alignment—those who master these gain a real competitive edge.

What Can You Do Next?

Procurement Director: Understand sales. Learn to see things from a sales perspective and think about how you can develop the business together. Join Lauri’s training, where we dive deeper into procurement and sales collaboration. Or invite Lauri to facilitate a dialogue between sales and procurement in your company, learn from each other—leading to stronger partnerships and more effective cooperation.

Sales Director: Understand procurement. Learn how procurement thinks and how you can position your company as a strategic partner. Join Lauri’s training to develop your sales approach from a procurement perspective. Or invite Lauri to facilitate a discussion between sales and procurement in your company, learn from each other—so that business is not just about price competition, but about creating real value.

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