[Introduction: The introduction
emphasizes the positive aspects of the
relationship with the customer. Brief A:
brief sketch of the problem establishes
common ground. “We’re in this
together, and it’s no good for either of
us.”]
We’ve been involved in a long, positive relationship with
BMI. The only troubles we’ve ever encountered have
come from the X–ray parts. Even though they are just a
small part of our business with you, they seem to involve
the greatest headaches for both you and us. The timing of
these orders is impossible for you to predict, which
makes it hard for us to get parts from our suppliers and
deliver the product to you quickly. This leads to all sorts
of problems: unhappy customers who must wait for the
equipment they ordered and time spent by people at both
of our companies keeping in touch.
[Preview: The preview lists the main
advantages of the plan that will be
proposed.]
We think there’s a better way to handle the X–ray
problem. It’ll reduce frustration, cut costs, and let all of
us spend our time on more productive parts of our jobs.
Before we talk about this new plan, let me review why
the present arrangement for handling X–ray orders is
such a headache.
[Transition: A transition leads to the
“problem” section of the presentation.]
The main problem we face is irregular orders. A look at
the order history for the last year shows that there‘s no
pattern—and no way to predict when customers will
order replacement parts for their X–ray units. [The
speaker shows Exhibit 5 here.]
[Visual: The visual exhibit clearly
demonstrates the unpredictable nature
of customer orders.]
EXHIBIT 5 X-Ray Parts Ordering
Pattern
[Example: An example shows the
problems flowing from irregular
orders.]
This unpredictable pattern makes it tough for us to serve
you quickly. We must order parts from our suppliers,
which often can take a long time. For instance, with the
February 17 order, it took 6 weeks for our suppliers to
get us the parts we needed to manufacture the X–ray
components you needed. Once we had the parts, it took
us the usual 4 weeks to assemble them. As you said at
the time, this delay kept your customer waiting almost 3
months for the components needed to get its equipment
up and running, and that’s poison for customer relations.
[Example: An example highlights
amount of time wasted.]
Delays like this aren’t just bad for your relationship with
customers; they also waste time—yours and ours. Mary
Ann, do you remember how many phone calls and letters
it took to keep track of that February order? In fact,
every year we spend more time on these X–ray orders
that involve a few thousand dollars than we do on the
dialysis and blood–analyzer parts that involve about a
million dollars annually. That’s just not a good use of
time.
[Transition: A transition leads to the
second consequence of irregular
orders: wasted time. “Solution” part of
the presentation then introduced.]
So, we clearly have a situation that’s bad for everybody.
Fortunately, we believe there’s a better way—better for
you, for us, and for your customers. This plan involves
your giving us an annual purchasing forecast for X–ray
parts. Instead of waiting for your customers to place
individual orders, you would estimate the total sales
likely to occur in a year. Then we would acquire enough