What Would Procurement Director Lauri Say to Sales Director Lauri – and Vice Versa?

I have worked as both a Sales Director and a Procurement Director, and I often wonder what I could have done differently if I had understood the other role better. Sales and procurement are often seen as being on opposite sides, but in reality, they need each other.

So, what would I say to myself if I could go back in time? Here’s a conversation between my two roles.

Meeting Over Coffee

(Lauri-Sales Director and Lauri-Procurement Director sit at a table. The atmosphere is curious but open.)

Lauri-Sales Director: Well, my old friend, I see you’ve switched to “the other side”?

Lauri-Procurement Director: Indeed. And I must say, things look quite different from this perspective.

Lauri-Sales Director: Same here. As a Sales Director, I didn’t always understand why procurement made certain decisions. Now that you’ve been in both roles, what would you do differently?

Procurement Director Advises Sales Director

Lauri-Procurement Director: First thing: Don’t underestimate the strategic role of procurement. When you were in sales, you often thought procurement was just a necessary gatekeeper. But good procurement doesn’t just compare prices—it builds value for the company.

Lauri-Sales Director: True, from a sales perspective, it often felt like price was the only thing that mattered.

Lauri-Procurement Director: And that was the problem. Good procurement considers much more than just price: risks, delivery reliability, and innovation. If I could give you one piece of advice as a sales director, I’d say: Don’t just sell a product—sell a solution that creates long-term value.

Lauri-Sales Director: So I should have focused more on demonstrating how my solution provided a competitive edge?

Lauri-Procurement Director: Exactly! And another thing: Don’t come to meetings unprepared. I know sales is fast-paced, but from a procurement perspective, there’s nothing more frustrating than a salesperson who doesn’t understand the customer’s situation or hasn’t thought about how they can help.

Lauri-Sales Director: So, if I could go back in time, I’d do more research before meetings and focus on building trust instead of just negotiating price?

Lauri-Procurement Director: Precisely. Trust is everything.

Sales Director Advises Procurement Director

Lauri-Sales Director: Alright, now it’s my turn. My first piece of advice for you as a procurement director: Don’t see salespeople as just a cost factor—think of them as potential business partners.

Lauri-Procurement Director: Explain further.

Lauri-Sales Director: I’ve seen many procurement leaders who focus solely on squeezing prices. But the cheapest option isn’t always the best in the long run. Great salespeople can provide companies with a competitive advantage through innovation and flexibility.

Lauri-Procurement Director: That’s a great point. In procurement, it’s easy to get stuck in cost-driven thinking, but if you only focus on price, you might miss out on other valuable benefits.

Lauri-Sales Director: Another thing: Remember that for a salesperson, a single customer can be incredibly important. When you were in sales, how much effort did you put into winning a new client?

Lauri-Procurement Director: A lot. Acquiring a new customer was always a bigger challenge than keeping an existing one satisfied.

Lauri-Sales Director: Exactly. So don’t treat all suppliers the same way. Long-term partners deserve a different approach than one-time vendors. A well-managed partnership can bring more value than constant competitive bidding.

Lauri-Procurement Director: That’s a good reminder. Long-term collaboration can create a competitive advantage.

The Role of Price – and How Supplier and Customer Classification Affects It

Lauri-Sales Director: But let’s be honest—procurement often just wants the lowest possible price.

Lauri-Procurement Director: That depends on supplier classification. If you’re seen as an operational supplier, then yes—procurement will focus on competitive bidding and price. But if your company is viewed as a strategic supplier, then value creation, collaboration, and innovation become key criteria.

Lauri-Sales Director: So I should have understood how the customer categorized us and adjusted accordingly?

Lauri-Procurement Director: Exactly. Just as sales classifies customers into categories:

1️⃣ Strategic Customers – Long-term partners who receive customized solutions and added value.

2️⃣ SME Customers – Growing and potential customers where scalable products and standardized services are the focus.

3️⃣ Breakthrough Customers – New customers where the priority is securing the first deal and building trust.

Lauri-Sales Director: So if the customer considered us an operational supplier, price was the only factor?

Lauri-Procurement Director: Yes, and your job as a sales director should have been to reposition yourself and become a strategic partner. From a procurement perspective, strategic suppliers have a bigger role than just price optimization—they work together with us to develop business.

Lauri-Sales Director: That’s a key insight. I should have invested more effort in ensuring the customer saw us as a strategic supplier rather than just another vendor to be competed against.

Summary: Smarter Procurement and Sales

(Both finish their coffee, leaning back in their chairs.)

Lauri-Procurement Director: In the end, a great procurement leader understands sales, and a great sales leader understands procurement.

Lauri-Sales Director: Absolutely. If I could give you one piece of advice as a procurement director, it would be: Don’t focus only on costs—focus on value creation.

Lauri-Procurement Director: And my advice to you as a sales director would be: Understand how procurement sees you and position yourself accordingly.

Lauri-Sales Director: If we had understood this earlier, we both would have done better business.

Lauri-Procurement Director: Better late than never.

What Can You Do Next?

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

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 Late to facilitate a discussion between sales and procurement in your company—so that doing business isn’t just about price competition, but about creating real value.

📩 Contact me—let’s make sales and procurement stronger together!