A mensagem desses postais é:
"Por que é que uma PME-tipo há-de trabalhar com uma multinacional só interessada no preço se tem mais hipóteses de ser bem tratada e ganhar mais dinheiro trabalhando com outras propostas de valor para outro tipo de clientes?.As multinacionais do ramo automóvel não são flor que se cheire, contratos leoninos com cláusulas que impõem respeito e medo..O meu conselho genérico para as PMEs é sempre o mesmo: "Fuja dessa gente. Não se iluda com as quantidades... quantos cêntimos é que vai ganhar por peça? Qual o risco que vai correr? Compensa?""
Em Março de 2016 escrevi Um optimista sem ser cor de rosa onde usei esta imagem:
Ontem, li este texto de Roger Martin, "Small is beautiful" onde apanhei:
"This is the typical dynamic in the modern era. There is full price/value discovery, and the goal of big customers is to grind down suppliers to cost plus as tiny a margin as possible through relentless shopping and negotiation. Smaller customers, on the other hand, are more inclined to buy an offer that meaningfully helps them “do more business.”The problem is that most B2B companies are still in the mode of thinking that big customers are the most important — the key to both growth and profitability. Hence, they still spare no expense to serve them and put their best sales resources against them. However, though they might expect gratitude in return, they get nothing of the sort. Big customers grind down their suppliers and provide zero rewards for the extra resources that suppliers dedicate to them.Meanwhile, these B2B companies underinvest in SME customers because they think of them as less important than their big customers....I think the next wave will feature two dynamics. First, B2B companies will figure out that big customers are not good for them and will make the transition to aligning their R&D efforts and their best sales assets behind SME customers."
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