Written by: Eman Abouzeid, Global Procurement and Supply Chain Professional
The theory of stakeholder relationships is an increasingly significant area in the procurement and supply field. Identifying and defining who the stakeholders are is vitally important in any business scenario and equally so in procurement and supply, in order to perfectly understand how they are involved and what influence they can bring as a direct impact on the work and success of procurement and supply.
The theory of
stakeholder relationships is an increasingly significant area in the
procurement and supply field. Identifying and defining who the stakeholders are
is vitally important in any business scenario and equally so in procurement and
supply, in order to perfectly understand how they are involved and what
influence they can bring as a direct impact on the work and success of
procurement and supply.
A stakeholder
is an individual or groups of people who have an interest in an organisation;
these may be colleagues in other parts of the organisation, as well as people
and groups outside the organisation. Stakeholder groups can be profiled into
three different categories:
1. Internal
stakeholders group; such as directors and senior managers, the technical/design
function, manufacture/production/operations function, sales and marketing
function, finance/admin function, storage and distribution/logistics function.
2. Connected
stakeholders group; such as shareholders, end customers, intermediary customers
(e.g. agents/distributors/retail outlets), suppliers, financial
institutions/lenders.
3. External
stakeholders group; such as government and regulatory bodies, pressure
groups (e.g. Greenpeace), interest groups (e.g. consumer associations and trade
unions), community and society at large.
Why is
stakeholder profiling important?
It is worth
taking the time to profile your stakeholder groups for these reasons:
1. Decision
Making: profiling provides an insight into how much influence stakeholders have
over decisions. Moreover, it helps you to allow time for responses while
working with stakeholders who tend to be slow to act.
2. Communication:
profiling helps you to identify the best way to share the features and benefits
of your products and services. In addition, it enables you to include
stakeholders’ needs in a communication strategy.
3. Understanding:
profiling enables you to be aware of what stakeholders’ needs, wishes and
priorities are, also it makes it easier to keep track of changing needs and
requirements, and it helps you to see the market from stakeholders’ points of
view. Likewise, a clear understanding of your stakeholders can help you to
deliver more acceptable solutions that more closely fit their needs.
Approaches
followed to build rapport with internal and external stakeholders:
Effective
communication with stakeholders in any project or business relationship is
important as there needs to be an exchange of information between the parties.
People will be engaged at various stages in the process and any communication
blockages may result in incorrect assumptions and decisions.
Considerably,
it is important for the organisation and stakeholders to get to know each other
and understand each others’ motivations. This helps to build a relationship
where each party is happy to deal with the other, and then, eventually, learn
to trust one another. Trust is established when each side has shown themselves
to be reliable, consistent, and able to keep promises.
Building
rapport with internal stakeholders:
In a business,
everyone needs to feel part of the same team and that they are all working
towards achieving a common goal. If management do not communicate their
expectations to everyone then staff or whole department may go in different
directions and lose track of the organisation’s overall goals.
Internal
stakeholders feel more engaged with the business if they are kept informed of
where the business is heading and what its significant aims and achievements
are.
Building rapport
with external stakeholders:
Building
rapport with external stakeholders takes a little more effort as they are not
involved directly with what is going on in the business.
It is vitally
important to keep external stakeholders updated with the business’ products and
services, goals and achievements. They do not need to know the details of how
the business runs, but they do need to understand the aims of the business.
Key techniques
and strategies to develop, maintain, and improve relationships with your
internal and external stakeholders to promote an effective procurement and
supply function:
Having
established a connection with stakeholders, to ensure future success you must
build a trusting and lasting relationship with them. Whoever they are, whether
senior to you or outside your organisation, you can use similar key techniques
to help you strengthen these relationships:
1. Be honest
and open: being honest and open with stakeholders makes them more likely to
be the same with you. If you need help, ask for it. Stakeholders will
appreciate your honesty and value the opportunity to assist before a situation
escalates.
2. Be
proactive: dealing with risks and issues straight away helps you to spot
challenges before they become a problem. You cannot control what crops up but
you can control how to respond.
3. Be
positive: no matter the challenges in your relationship with stakeholders,
remaining confident that you will find a solution helps solutions to be found.
4. Listen to
others: make an effort to engage with your stakeholders and listen to what
they have to say. Understand others’ points of view before you try to get them
to understand yours.
5. Have
empathy: gain a clear understanding of the stakeholders’ needs and wants.
How would you react if you were in their position? – look for a solution that
will benefit all parties (win-win).
6. Set a
good example: build trust and respect and aim to be professional. It takes
a lot to build a reputation, but it can be lost very quickly.
Maintaining
relationships with stakeholders:
The better your
relationships with your stakeholders are, the more likely it is that your will
be able to overcome challenges as they arise.
– Involve
stakeholders: Do not lose sight of your stakeholders over time. You built
good relationships at the outset and it is easy, under the pressure of work, to
forget to maintain those relationships. Maintain regular contact and keep the
communication channel open so the stakeholders can also contact you.
– Keep your
word: Maintain truth and honesty throughout the relationship. You are
accountable for what you are responsible for. If you say you are going to do
something, then do it. If the stakeholder feels you are not keeping your word
they will begin to lose respect for you and feel that you do not respect them.
– Keep an
open mind: Challenges will happen so you need to consider all options when
trying to resolve an issue. Be open to the other person’s input – it may be the
solution you seek.
– Address
issues as they arise: Often issues are side-lined in the hope that they may
resolve themselves miraculously, but they usually do not! Deal with them
straight away, discuss them, agree on a course of action, learn any lessons and
move on. The relationship will be stronger as a result.
Improving
relationships with stakeholders:
Occasionally,
you will encounter stakeholders with whom you find it difficult to develop a
good relationship. There may also be times when a previously good relationship
becomes less successful. In these situations, it is important to maintain a
professional attitude toward the relationship.
Additionally,
you can make a renewed effort to get to know and understand the person. Try to
uncover what resistance there is, and why they are behaving as they are. There
may well be a simple issue that can be easily resolved.
In conclusion:
Within an
organisation, and between the organisation and its suppliers and customers,
there needs to be effective and transparent engagement and communication.
Therefore, building rapport and developing relationships with all groups of
stakeholders are considered the core of building valuable long-term business
partnerships.