Brand Handling Guidelines
Professional, buyer-respectful approach to managing brand requirements and substitution requests
The Positioning Sweet Spot
Proqure respects brand-led procurement and supports substitution only where the project permits it.
This single idea should guide: website copy, WhatsApp tone, sales conversations, and internal decisions.
Common Scenarios & Correct Responses
Buyer Opens with Brand Demand (Most Common)
Buyer Says:
"Need JSW TMT Fe500D."
Correct Response:
Noted. We'll check availability and delivery feasibility for JSW as specified. Could you also share quantity, delivery location, and required timeline?
This says "Yes, we hear you" without over-promising and keeps the process moving.
Brand is Listed in BoM / Consultant Approved List
Buyer Says:
"Brand is as per BoQ. Cannot change."
Correct Response:
Understood. We'll proceed strictly as per the approved brand and update you on availability and delivery timelines.
No alternatives mentioned. No unnecessary commentary. This builds institutional trust.
Brand Unavailable / Delayed (The Sensitive Moment)
Buyer Says:
(Checking availability)
Correct Response:
We've checked availability for the specified brand. At the moment, delivery timelines may be impacted due to supply constraints. If your project allows, we can also share equivalent BIS-compliant options for your review and approval. Please let us know how you'd like to proceed.
Brand is respected. Constraint is framed as market reality, not your limitation. Buyer retains control.
Buyer is Flexible but Cautious
Buyer Says:
"Consultant may allow alternate if specs match."
Correct Response:
That helps. We'll shortlist equivalent BIS-compliant options aligned to your specifications and share details for consultant approval before proceeding.
This positions you as solution-oriented, not opportunistic.
Buyer is Price-Sensitive but Brand-Fixed
Buyer Says:
"Other supplier is giving same brand cheaper."
Correct Response:
Understood. Pricing can vary based on stock position, lot size, and delivery commitments. We'll recheck feasibility on our end for the specified brand and update you shortly.
You don't argue. You don't downgrade. You stay professional.
Internal Language Guidelines
✅ Use These Phrases
- •"as specified by the buyer"
- •"approved brand / manufacturer"
- •"subject to availability and timelines"
- •"for your review and approval"
- •"aligned to BIS standards"
❌ Avoid These Phrases
"Brand doesn't matter"
Dismisses buyer's requirements
"Same quality"
Oversimplification that destroys trust
"Any brand is fine"
Shows lack of understanding
"We don't deal in that brand"
Sounds inflexible
These phrases destroy trust in institutional buying.
Internal Language Guidelines - Very Important
Train everyone to sound like procurement professionals, not traders.
This applies to: Website copy, WhatsApp messages, sales calls, internal communications, and customer support interactions.