
Time for some Good Cop, Bad Cop to save some coin?
Whether you are working in a complete custom software development shop with little vendor interaction or a technology integration shop with vendor solutions integrated with other vendor solutions on top of yet other vendor solutions, you will have to manage vendor relationships to some degree as an IT manager in a MidWestern company. This series looks at the complex arena of IT vendor management and offers some tips to make the arduous process a bit less arduous and possibly discover some additional benefits along the way.
Vendor Management Category
- Sales Cycle and Pricing
In the previous article, we looked at some possible value of being direct and to the point with the caveats that one still needs to maintain an up to date relationship with your Vendor Sales Cheeses. Some of that value being related to pricing which is where this article picks up the Vendor Management discussion.
There are a number of good sales cycle and pricing articles out there that help give some context as to how technology products are priced to the customer keeping the sales cycle in mind. I recommend Joel Spolsky’s article “Camels and Rubber Duckies” or for a brief specific example, David Cummings’s article “Software Pricing Proportionate to Sales Cycle”.
How do these apply to the average MidWest company? In my experience, the sales cycles are rather long in the average MidWest company. The time it takes a vendor to go through the procurement process at an average MidWest company is exceedingly lengthy with all of the request for proposals and product demos upon product demos upon product demos. Throw in some security reviews and contract language disputes and it could take months with no guarantee the company will actually buy the product. All it takes is a re-organization of some key group or groups related to the vendor’s product during the procurement process and a whole new approach can be born that doesn’t involve the vendor’s product anymore. Unless someone very high in the organization that is less likely to be significantly impacted by a re-organization is creating the urgency to get this vendor’s product in house and implemented, the more likely the sales cycle will be long and drawn out.
So, how does a manager of an engineering team within a large MidWest company have a positive affect on pricing for their company given this morass of process and bureaucracy? The technique presented below suggests one can indeed have a positive impact on pricing even given the lengthy and arduous procurement process:
Traditional “Good Cop, Bad Cop”
One highly effective mechanism I’ve scene is when the manager of the engineering team comes across as the “Good Cop” and essentially the vendor advocate and their management fills the role of “Bad Cop”. “Bad Cop” in the sense of giving every indication they don’t believe the vendor’s product is the right product for the company for some reason in addition to the product costing too much. Maybe they give off every indication they have a preference for a competing product but you, as the engineering manager, really feel the vendor’s product is the right fit. You and your management have concluded that the vendor’s product to be the right fit, but you agree to take this approach to motivate the vendor to provide additional incentives above and beyond the core product offering that will benefit the company and not destroy the profit margin the vendor is trying to achieve with the sale. Maybe the vendor is willing to knock the price down even more than the “lowest possible” previously communicated price. Maybe the vendor is willing to throw in two days of free on site training. Maybe the vendor is willing to include additional licenses to products under the same maintenance cost structure. Whatever the “maybe” might be, your roll in playing the “Good Cop” helps to give the vendor there is a high probability that the sale will complete, but it isn’t a done deal until something sways the “Bad Cop”.
Any side or longer term benefit to playing the “Good Cop” role? Absolutely by being viewed by the vendor as a product advocate within the company. This will significantly help you when you need to get timely technical support from the vendor as the Vendor Sales Cheese will link you and your role as “Good Cop” in helping him or her complete the sale and thus will work harder to get you the support from within the vendor that you will need down the road. See this previous article [] for more details on how this need for technical support is critical and how the Vendor Sales Cheese plays an important role.
Another side benefit to appear as the vendor advocate within the company is access to early information on the vendor’s product roadmap as well as the ability to get customer feedback into that product roadmap process. This doesn’t guarantee you will get that much needed feature into the vendor’s next release, but it sure increases your chances of getting more ear bending of the vendor’s product management that otherwise possible.
Is there anything else you can do to have a positive impact on the product pricing?
Remember the sales cycle from the last article? Well, knowing the vendors quarter ends and most beneficial, year ends, target any budget license upgrade or renewal discussions around those important dates. As an example: look to discuss yearly license purchases to coincide with the vendor’s year end if you represent a product that has a per user license. The Vendor Sales Cheese will have the most leverage to come up with creative pricing prior to his or her year end compared to any other time of the year. Couple your vendor year end license upgrade discussions with some “Good Cop” and “Bad Copy” technique and you can help drive some very beneficial pricing.
How about another take on driving beneficial pricing?
This can be a powerful one, thus use it sparingly, you may only get once chance to use this one.
Hint at pressure from somewhere in the organization that there is momentum building to replace the vendor’s product with the competition’s product.
Sales Training 101 says that it is way cheaper to keep an existing customer than it is to get a new customer to buy your product. Thus, the Vendor Sales Cheese does not want to lose your business and can use the threat of potential loss to break the possible log jam within his or her sales organization to get rock bottom pricing. Why is this only a one time technique? After successfully using this technique to get super discounted pricing, coming back for a second round is likely to put you in the “our margin is now so slim, any lower and they might as well go switch to the competition … or they are out right fibbing” category and lose any credibility or priority attention points you have accumulated thus far.
By the way, this technique works even better if within your company, two competing products are being used. It is completely plausible that a procurement group focusing on reducing the number of vendors to manage would have a business case to reduce the duplicity down to one vendor for a given service. Thus, playing one vendor off of the other to see who is willing to really stretch their margins to keep your business can be extremely effective at maximizing the beneficial pricing. As the perceived vendor advocate, you can even use the plausible angle of: “Hey, I need you guys to stay here otherwise why do I need to be employed anymore if the company goes with the other product” to support your claims for added plausibility.
In addition to these perspectives on achieving beneficial pricing, can anyone share additional techniques to squeeze out the best pricing scenarios for your company? Look for the next article to pick up where this article left off with more MidWestern IT perspectives on the topic of the “Leveraging Technical Support” in the spectrum of vendor management.








