- 13
- OCT
- 2011
Can we do SRM in a crisis?
Author: Jonathan Webb - Categories: Supplier Relationship Management

The PIU is about to launch its latest research exploring the possible courses of action in times of economic uncertainty. As part of this, it will look at strategies and tools to navigate a company through an economic slump.
The larger the company, the greater the scope for employing aggressive negotiation strategies. Indeed, some companies can circumnavigate the need for negotiations - the last crisis saw many famous examples of suppliers receiving letters outlining a 10% payment cut.
The current climate is made more challenging by a market that is seeing inflation in nearly all commodities. Indeed, many procurement professionals now experiencing the boot being on the other foot, with suppliers increasingly able to dictate terms with customers fighting tighter supplies of key input goods.
As the economic situation worsens, procurement's range of options is limited. For instance, the promise of future business is a lever that may be entirely absent from the buyer's toolbox.
In such circumstances, when commercial pressure may not be enough, buyers may opt for a 'softer' approach. It would be hoped that lower contract prices may be delivered by bringing businesses closer together.
The question for suppliers would be whether it would accept a buyer's move to forge a strategic relationship when it is financially struggling, especially if there is a history of aggressive negotiation and cost-cutting.
Procurement needs to ensure that strategic relationships are forged for the right reasons. Namely: clear commercial benefits of working closely either to innovate or improve productivity by close working. A concealed attempt to secure lower costs will scarcely be credible and set unrealistic expectations in a relationship.
There may be opportunities, however, for more vertical integration within a sector that is struggling more generally. It may be an opportune moment – if there is any available capital – to consider acquiring a supplier that is experiencing financial difficulties, but can add value to the organisation.
Aside from this more extreme measure, looking beyond the cost-reduction focus which may dominate procurement's concerns may deliver savings through indirect means – productivity gains, for instance.
The main barrier to these opportunities, however, is not their presence, but the mindset. Once a company experiences financial difficulties, this filters through the entire organisation, leading procurement to a myopic focus on cost. But, can buyers over look this and still take advantage of the opportunities?

Comments
John via LinkedIn
Fri 14 Oct 2011 08:44
Is a pretty good Idea!!
In my opinion at these difficult times SRM should be increased!
The whole supply chain is and will be under pressure to keep businesses afloat!
For what is worth!! JB
Kevin via LinkedIn
Fri 14 Oct 2011 17:45
Absolutely not! In my view, effective supplier collaboration provides the most benefit when times are difficult as there is a real need/impetus and vested interest by both parties in reducing waste, adding value, embracing innovation and subsequently optimising costs. When the good times follow both businesses shouldl be in a position to maximise the lower cost base opportunities already implemented, those ideas/projects that have been identified but not yet executed and the continuing pipeline of new ideas that are a feature of the ongoing collaboration.The other point I would make relating to SRM/collaboration is that if it is executed successfully then it may well have an influence on whether times are good or bad!
Girni Ibrahim
Sat 15 Oct 2011 07:01
Kevin, well said! In addition to the above, the suplier should feel respected and valued and should be cleared of misconception about buyer or procurement professional. We are not always focused on cost and does not believe in SELF VICTORY. It is imperative to make supply chain partner believe that the objective of SRM is to build sustainable, long term, fair and equitable partnership.
Rajendera D Khimesra via LinkedIn
Mon 17 Oct 2011 08:37
SRM always works. In today's volatile business environment, supplier collaboration should never be ignored or compromised. For my organization and during my career, it has always worked even during tough times. Cheers
Donna Keegan via LinkedIn
Mon 17 Oct 2011 08:38
You absolutely can and should exercise SRM during a crisis. This allows you to work with the supplier toward solutions, regardless of 'climate'.
Bharat Sharda via LinkedIn
Mon 17 Oct 2011 08:38
I think it doesnt matter if you are in good or bad time..Healthy & ethical relationship between supplier always works..we just need to treat our supplier like business partner not just vendor..
Harry Nortier via LinkedIn
Mon 17 Oct 2011 08:39
I endorse Bharats view,suppliers should be treated as partners,win/win both parties.
Richard Batterbee AHCIMA via LinkedIn
Mon 17 Oct 2011 08:40
Building relationships with your vendors is one of the most important aspects of procurement. Neither the vendor nor the buying organisation wants to see the other going out of business and losing it's revenue stream (direct supply or re-sell) Both parties need to treat each other fairly and with respect, especially as vendors will be more forward in assisting in out-lining where reductions or avoidance in cost might be achievable, providing supplementary assistance in logistics, and assisting orgainisations in emergency purchases.
However to ensure transparancy in commodity costs, the buying organisation also need to conduct open book costing so costs can be outlined and benchmarked against competitors (the drawback is on bespoke services) and agree GP's with vendors for supply of products or services.
SRM is important and critical to each others success.
Derek Faulkner via LinkedIn
Mon 17 Oct 2011 08:41
The fruits of supplier collaboration are often reaped when there is a crisis. Whilst the relationship has been born and developed during the good times this should have laid the foundations to endure the crisis facing either parties
Bob Rodwell via LinkedIn
Mon 17 Oct 2011 09:51
Surely good SRM is even more important in a crisis. If strong relations between supplier and customer have been fostered then adult conversations about a joint solution can be held.
John A Benito de Valle
Tue 18 Oct 2011 08:34
It works better than in peaceful times!! JB
Hilda Stearn via LinkedIn
Thu 20 Oct 2011 09:14
Derek, I could not agree more. One of the key success factors in a true collaboration is trust. Often this is only truly tested in a crisis!
Steven Mills via LinkedIn
Thu 20 Oct 2011 09:15
It’s a lovely concept but sadly that’s all it is. SSM and SRM are behaviours attributed to how you mange the contract between two parties. Where one is the dominant party there is no need to have an “alliance” or, dare I use that over utilised yet understood phrase, a “partnership”.
The reason for SRM working, when a crisis arises is that both organisations have spent a great deal of time and effort aligning their strategic approach, governance and profitability of a contract to one another. Therefore there is a mutual benefit to see the issues resolved to limit the potential exposure.
When and if the crisis can be resolved, procurement takes the credit for supplier management and the strategic relationship. When and if the crisis cannot be resolved i.e. Kmart in 2000 writing of $130m, IBM’s loss of microchip production to Apple in 2003, either of the contracting parties will only do as much as they are legally obliged under the letter of the contract. If the commercial or reputational exposure is too great, the relationship will fail.
Mel Shutes
Thu 20 Oct 2011 11:30
SRM is not just for the good times. In their recent 2011 SRM survey report State of Flux made reference to a “new competitive environment” where the effect of continued economic downturn has led to a situation where customers are competing to attract and retain the best supplier capability. SRM can be key to winning the status of “customer of choice” with suppliers you really want to deal with without making unnecessarily damaging concessions. SRM can create equilibrium and lead to more sustainable business for both parties in the longer term. In my opinion the mutual dependency between strategic suppliers and customers must be turned to the advantage of both to navigate a way through troubles waters.
History is littered with examples of good SRM practice that was abandoned to seek short term tactical advantage – ref: Chrysler rated as world class SRM in 1996 , dumped approach in 1998 when acquired by Daimler-Benz, now re-inventing.
vijay rustogi via LinkedIn
Fri 28 Oct 2011 09:19
Yes, I am votary to SRM practices. All the long term objectives of the organisation can be fulfilled with improved SRM. This relationship would always be mutually beneficial. To balance tilting, I agree with Mr Richard about use of benchmarked data.
Peixuan Luo via LinkedIn
Fri 28 Oct 2011 09:19
SRM is suitable for any cases actually. It shows even more important in bad period. Both parties must see the long term relationship.
veraf khambatta
Thu 24 Nov 2011 21:04
I have maintained SRM in good and bad times and each party has bent backwards when necessary and it was a case of "you scratch my back and I scratch yours" when it was needed. It has actually been very healthy and thru the good times I gave full support to my suppliers as they knew I would be fair and during bad times each one of those suppliers pulled out all the stops to support me as a Purchaser in the time of need.
SRM has been key to my success in the companies where I have worked and always yielded significant savings.