What makes a Good Buyer?

There was an interesting post today on Retail Wire about what buyers expect from suppliers.  It's titled "FD Buyer: Want to Sell me something?".  The article Has three key points, which are:

1. I need to know why your product will be wanted by my customer.
2. I need to know how you are going to educate my customer about your product and get them to try it in my store.
3. You need to know my customers.  I do.

What about the other side of this equation?  In a recent post, I asked "Where are the Merchants?" which looks at this same question from the other end.  After all, retail success is almost entirely driven by the retailers, not the suppliers. 

As the RW article points out, the critical transaction is the one between the buyer and the supplier.  I've spent some time recently talking with some senior merchants and one highly respected and successful product designer about the traits of a successful buyer.  They all agree that a successful buyer:

1. Understands their customers' wants completely and acts strictly and objectively as their representative in the marketplace, relentlessly looking for new and exciting products along with the best value.
2. Is able to look at their business through the eyes of their customers, understanding that their offering is but one that is available to their customer.  They are keenly aware of the competition and strive to make themselves the best option available. 
3. Is a student of the category and knows the technical elements of both the design and manufacturing involved as well as trends and innovative new developments.  This is critical if the buyer is to be able to identify and assess relative value.
4. Has a vision of their sales floor by time frame that is consistent with and reinforces the brand and is driven by their deep knowledge of their particular customer.
5. Has translated this vision into specific details through a rigorously developed assortment plan which encompasses the relative positioning of classifications, price points, key items, basics/newness, growth opportunities, and all the specific components of their particular category.
6. Works towards a long-term win-win situation with their suppliers, to create the best product at the best value for their customer.  Another successful merchant I know describes this as "the perfect buyer has big eyes and big ears and no mouth".

The sad news is that, based on my discussions, there seems to be fewer and fewer of these individuals in the marketplace these days.  My HR friends tell me that, due to financial concerns, training and mentoring programs that were once an integral part of a merchant's career path have been eliminated.  Others point to a retail industry obsession with price, which over time tends to create junior accountants as opposed to merchants.

Whatever the reasons, how can a brand expect to grow and prosper without well-trained and well-prepared buyers in the marketplace?

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