Reverse Marketing Process - Stages

The eleven phases invoved in the Reverse mrketing process can be categorised into four stages.

The stage one needs analysing skills and selection of a strategy for purchase. This analysis results help in deciding on the option of marketing startegy to choose from. This requires in detail research of the firms's developments and its stand in supply markets. A tactic must be devised to retain such position in the market. Potential and current suppliers are to be evaluated to formulate required plan for the fullfilment of current and desired activities. The suppliers with similar characteristics must be grouped together and the one that suits the best for the needs of the firm must be chosen.

The next phase is to contrive on the reverse marketing strategies to be applied. The objectives of the marketing strategy choosen must be identified and efforts must tbe put into realizing the short term results. Circumstances that require a certain decision to be altered, must be recognised and acted upon swiftly. A good support system has to be developed to focus on the cross functional communications.
The third stage is the action part. The strategies formulated must be put into action. This requires segragation of the relevant decision makers at each phase and decide upon the decision making powers of each department. A custom approach must be used to sell through this strategy. The contract form developed must highlight on the beneficial points of the deal to the supplier. Choosing a proper person to lead the team from the project initiation process through continued commitment towards it.
The final stage is to maintain the healthy relation with the customer. Evaluation must be done with regards to the satisfaction level. Providing technical assistance is a good way of maintaining the relationship. Performance evaluation must be done as agreed upon by both the parties.

Refer to Detailed Paper on Reverse marketing by Biemans and Maryse for more information