Dealing with procurement and responding to the rules they have put in place is a huge challenge for us. Of course, the best thing we can do is to avoid getting trapped by procurement in the first place. How do we do this? Consider these two ideas:

First, as it pertains to a prospective new customer, we can proactively position our value. This involves:

• Doing efficient and effective research
  
• Identifying a compelling solution fit and business fit
  
• Developing a network of coaches who want us to win, and will win if we win
  
• Dealing effectively with people at all levels and in different functions in the organizations
  
• Gaining access to senior-level decision makers
  
• Avoiding gatekeepers who attempt to block our access and our strategy
  
• Compelling these decision makers with powerful presentations that bring our value to life and differentiate us from our competition

If we do these things, we can develop a relationship with decision makers and avoid being thrown in to the trap with all of the other vendors.

Second, as it pertains to existing customers, we can manage our customer relationships in a superior way. This involves:

• Continuing to do our research to understand the customer's business and degree of satisfaction with our relationship
  
• Gaining an understanding of the business value we are bringing to the customer through our solutions, people and resources
  
• Strengthening our network of coaches throughout the organization
  
• Delivering periodic relationship review presentations that highlight the value and opportunities in the relationship

If we do these things, we can do something so few suppliers can effectively do – get credit for the value we bring. If we can effectively do this, we really can be seen as an indispensible business resource to the company, and we are less likely to find ourselves stuck in the vendor trap.