Estratégias de Compras no Material de Construção

Welcome to our channel! Today we have another

tip for buyers: What are

the purchasing strategies for

construction materials? I'm Professor Gláucio, and

you're on the most specialized

construction retail channel on the entire internet.

Today, we're going to talk

specifically to the buyer, who,

as I've mentioned in

several past videos, is truly the

strategist of the store. I'd like to ask

you, if you're a buyer, to leave a

comment here: do you really feel like a strategist for the

store? Do you feel that

your role is that of strategy? Leave

a comment so we know how

you're positioning yourself in your

activity. And I'll go straight to the

content to explain a little more about the

tips I've brought for the

buyer: What are the main

strategies, what do they have to

work on? So, let's go.

First, let's understand that

purchasing has to be strategic because there are

three main reasons for buying:

replacement,

introduction of a new product, or

replacement of a particular brand. You

work on one of these three fronts in the

purchasing process. When you're

doing replacement, you know very well

that you already have a relationship with

that manufacturer or supplier.

And you don't spend all your time carrying out

continuous

negotiation efforts; you establish... A partnership

establishes a

relationship sequence based on trust and the

certainty that the initial negotiation was

the best. Generally, we renegotiate with

suppliers at the end of the year, with a price

list adjustment, but the replenishment

process is somewhat

based on your need to replenish

stock, a

topic I talk about a lot. As

I've already mentioned, I have a

free app for you to manage your

maximum purchase limit; just ask for the

free app, and we'll release it for you

so you can work with these

limits.

When you introduce a new

product or replace a brand,

you immediately enter the negotiation process.

Undoubtedly, there will be a change in the

way you communicate because you're in the

initial stage. And that's when you'll

exercise all your skills to

negotiate the best conditions. I've separated

some tips on the

most important things to do

in this process in the next slide. I've separated negotiating in

stages and having information. So, in this

smaller box on the left, I'm talking about negotiating

in stages, and on the right, there's

information. So, follow me here:

negotiating in stages. First, it

's fundamental that you start fighting

for better payment terms. Use

all your energy fighting for a deadline.

When you... The negotiation consumed the

best deadline or best price evidence

of things. Now you're fighting for someone,

right? Now I ask and start pressing

for a possible cash purchase.

Obviously, here you might be

doing this as a real case; you have the

capital to buy, or it's a bluff to

get a bigger discount. Notice that it's

a second stage of negotiation. I don't

ask for everything at once; I ask in stages.

The best negotiation is the one that takes place

in stages.

When the salesperson assisting you is

sure the order has been placed,

is ready to go,

you press again and ask if there will be

a budget to seal the deal. Look, this

word is important; I'll repeat it

here, but it also refers to all the actions

your supplier will offer you to ensure

the product has turnover. After all, the

commitment to move the product can't

be just yours; it's also your supplier's. And

then you can create an endless cycle. You

can return to the first point and start

negotiating again. You, as a

buyer of construction materials,

it's normal that you're a little

used to it and don't perform

all these processes so frequently. But

remember that this is essential to obtain the

best negotiation conditions. Don't

neglect this practice; on the other

hand, you need to be well-

informed. You need to know the prices

charged by the competition.

Initially, we're talking about the competition

from other stores. What prices are they

charging?

You need to have an idea of ​​the

retail prices to

know if you'll have a profit margin and

results.

Next, you need to know

the competitors of this manufacturer or

supplier to also have an idea of ​​their

prices. They might be a

manufacturer of the brand or another

wholesaler, and you need to know these

differences. This will lead to better

negotiation.

Pay attention to who your direct competitors are

in the neighborhood. Look, one thing

I see very wrong is that stores

all want to sell exactly the same

product.

I'll even draw a parallel to a region

here in the state of Espírito Santo on the

BR-101 where everyone sells pastel and

sugarcane juice. On the roads of São Paulo,

you'll find the pamonha stand, as well as

in Goiânia and other regions; in other words,

everyone sells the same thing. And there's a

lack of differentiation in

construction materials. We always have

brand options. So why would you

work with paint, wire, or

connections, which is exactly what your

neighbor sells?

Think about it. It's not just about being another one

fighting over price, but about exploring a

brand that your neighborhood doesn't have, and

being unique. That's strategic from the

buyer's perspective.

Because they're the first to open

an opportunity for another brand in the

region, they can gain several advantages.

And of course, you need to include

the concept of "seal of sale" in the entire negotiation. That is,

the supplier must be committed

to guaranteeing product turnover.

You can't compromise on that; it's a

requirement you have to make in the

new negotiation process. Okay,

here I want you to

follow along with me. Look, there's something

very important and very relevant. You

have to follow this

comic strip. It's important because many

times the buyer buys as a

consumer, and you'll notice here that

I gave three examples. I didn't put any

brand names, just three examples of

a negotiation for economical paint. And

look what we see here.

Pay attention,

we're going to see three economical paints with

three different prices. Well, it's important

that you pay attention that these

different prices are hypothetical, that these prices

aren't real. You have a

purchase price, which is the value of the product. But

you have to remember the

acquisition cost here... The ST (Tax Substitution) factor comes into play here

because if you have a different supplier, you

'll also have different tax substitutions.

You might have an IPI (Tax on Industrialized Products) on the

product, so the acquisition cost is all the costs

that are added to the product price.

And here you've identified the prices at which

you can sell the product. So you

see, we have a very

bad trend in current retail, and what I'm saying is that

the buyer buys as if they were a

consumer looking for the cheapest option, right?

So you go out looking for the

cheapest option, and here the cheapest option is this one,

which is 39.90. And today it's 42, but

when you look at the competition,

you'll have to sell it

for 60, leaving a margin of 43. I want to

make it clear that the 43 I put

here is literally 60/42, just for

calculation purposes so you can

understand what's happening. The

other product, which is product B,

paint B, we see that it costs 49, the

acquisition cost goes to 60. You can put an

81 percent margin on this product,

and product A, which is 43, you have a

projected price of 53. The final sale price of

99% left the best margin of 86%.

Be very careful when you assume that

the consumer always looks for the

cheapest product or that they eventually look for a

premium brand. What I always say is this:

premium brands will usually give you

lower prices than

alternative brands, and here ABC is

just for

clarification. But for every product

you're going to buy, the buyer has to

develop mathematical reasoning

to know what is most interesting.

Understand if they want to work with the

cheapest product, if the volumes

are so interesting that it justifies not

working with, for example, a premium brand. So be

careful with your purchasing decisions,

examine them well. Don't think like a consumer,

but think about your consumer. And that's

completely different when I think

about who my target audience is for the store. I

will know exactly what I'm going to

work with, and then I won't make mistakes

in how I work with the product. So

this is very important for the

purchasing professional.

Well, here I even made a very

funny pun, and I said that the purchase is

made through an alliance with the

sales team. My pun is in

this illustration, right? I took a

gas regulator, a product that many

construction material stores sell, by

the way, from the Aliança brand, but this alliance

can... In short, changing the number is

very important; you have to buy what your

team will sell. There's no point in

buying if the sales team isn't

committed to selling. So, be very

careful with this guidance, be very

careful with this information. So, since

I'm talking about gas regulators, I'm

going to make you understand the following: it's no use

buying the

gas cylinder

and then the team doesn't want to spend money, doesn't want to

use gas, they only want

electricity, they only want microwaves, they

only want electric ovens, and then the gas will just sit

there forever, it won't sell. In other words, if

your team doesn't want to sell the product

you're offering, you won't

have success as a buyer; in fact,

you'll have a relationship of failure,

and this failure won't be

interesting for you to have a product

that will become a flop, you know, the

store's flop. Years will pass with the product

there and no turnover. So, the relationship between the

buyer and the sales team is very

important. That's why I reiterate once again

how you are effectively a

strategist for the construction materials store.

Well, I hope you

enjoyed today's tips.

We have one last tip still... Well, I

almost let it slip, but it's

exactly related to what I talk about on my

channel, and look what I'm

showing here: the buyer

also needs to understand technical assistance and

product exchanges. It's up to you, as a

purchasing professional, to take care of

this issue. After all, during the

construction process, we have the possibility of

identifying numerous problems with

products and returning them to the store, and it's the

purchasing professional who will deal

with these issues, who will work

to ensure that your store has agility

both in the exchange process and

customer satisfaction, as well as recovering the

cost of this with your supplier. So pay

close attention to this aspect. Which leads

to our last

item, which is relevant: in the video I

also released this week, I said

that if you type "Lego effect" on the

internet today, you'll end up on Google,

writing it all together, exactly as

I put it here, and you'll end up

on my video.

That's right, the video will appear there, the

materials that I

publish because I talk a lot about this, and the

buyer needs to understand the

Lego effect. So even when you put together your

purchasing strategies, when you decide on

products, you need to know if you're

making the right product connections. Are

you doing... So

make those connections, they're essential.

These are all the tips I

wanted to give you for buying sweets. If

you found it helpful and it

stimulated you, besides the comment

I asked for, don't forget to leave a like

here too. If it's your first time on

the channel, subscribe, okay? Share it with more

people who can use this content,

and that way I'm sure you, the

buyer, will act strategically to

sell more, sell better, and sell

with much better results.

[Music]