In these circumstances your customers have huge difficulty in forming an objective judgment. Their development is uncertain and often in fits and starts. The more intensively your customers concern themselves with the compatibility of a new acquisition with their existing installation and the higher the costs of changing supplier are, the fewer the suppliers they will take into account. Commercial people are taking an increasingly more important role in purchase decisions. 

That is the case when an investment leads to comparatively high running costs and  or is intended to secure a competitive advantage for your customer. Therefore they very frequently decide according to the motto "at least you know where you are with that!" The less experience your customers have with their products, the more suppliers they will compare. A change between two alternative technologies is, as a rule, associated with high costs. In this situation your chances as existing supplier of holding onto the contract, immediately decrease. 

The employees in the customer's business who take part in the purchasing decision act as controls on each other and therefore fear nothing more than making the wrong decision. As a rule they have little or no experience of your products and make their decisions principally on the basis of bare cost - performance perspectives. Over a four year period the price Selected technology products performance relationship improved by 2000%.How to sell high value capital investment products and services to customers is an increasingly popular sales training subject. Sound financial justification is a must have for any successful capital investment sale. Before making a new purchasing decision, a wholesale yarn outlets customer will compensate for lack of information by an intensive search for information. A new supplier who seems ideal today can be out of the picture tomorrow. Even if your customers draw on many suppliers because of the high speed of technological change and a great variety of technological solutions, as the previous supplier you have a very good chance of success. 

The more rigidly formalised your customers' purchasing decision process is, the fewer suppliers they will take into account. Which potential suppliers are taken into consideration in the purchasing decision and how the customers then finally decide depend above all on these two factors. Therefore managing existing customers is an important skill and is covered on good account management sales training courses. Your good reputation as the existing supplier plays a less important role. Your customers will check out more suppliers, the more important the purchasing decision. Centralisation always means that the purchasing decision is in the hands of a few managers. To develop your skills further in order to enhance your performance, attend a good sales training course. Even if the competition is offering attractive alternatives, you, as the old supplier, have a very good chance of getting the contract. 

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