This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Las relaciones entre logística y dirección comercial

The relations between logistics and commercial steering

Committee of experts of ICIL

23/05/2014

The relations between the Steering of Logistics and the Commercial Steering base in the established in an Organisation by Processes and since Commercial is the customer of Logistics, the first aim of Logistical has to be satisfy to his customer and therefore to Commercial.

In few words, the relation between Logistics and Commercial carried to the extreme, supposes that Commercial has the freedom to sell what want to and is obligation and aim of logistics the supply it to him in the final customers. This does not want to say that it do not exist a budget or an available commitment by part of the Commercial Director, whose aim is to increase to the maximum the quota of market with the maximum profitability, selling in each moment that that sue him the market spontaneously or like consequence of his commercial actions.

By definition of an organisation by processes both live in mini distinct companies with aims and problematic distinct what minimises the contact and the relation. However, so much Commercial like Logistics go in the same ship, since they belong to the same company by what, if it produces a communication where Commercial tries to orient to logistics on the market trends, as well as it warns him of the commercial actions that plans to undertake and of the available results that expects of the same.

In this case Logistical is free to give by good or no these orientations or forecasts. It has to effect with the data obtained his own forecasts and move them later to his process of planning, control the error that have the forecasts and situate a stock that cover the maximum margin of error and that guarantee the availability. This is the problem and responsibility of the Logistical Director in the company

Basic ideas on the transactional analysis

In an organisation by processes would seem that the human relations have to lose importance since each one “lives in his own and independent mini company”, and by consistent has less relation with the extraneous people to his own process.

However do not have to forget 2 points. These are, the relation interprocesos of customer-provider, as well as the common relation of collaboration, like the indicated between commercial and logistical between the members of the same company.

The Transactional Analysis was developed by Eric Bene (1910-1970) from his observations in the psicoterapias of group at the beginning of the 50 bases in 3 states of the “I” that possess all the individuals:

The Father or style of communication that dominates, educates, judges, criticises, teachs, advises, reassures, orders and protects.
The Adult or style of communication that centres in the observation, the information and the reasoning – Looks for to find and reason solutions doing without any moving feeling.
The Boy or style of communication centred in motivation, wishes, emotions, fears, joys, curiosity and complexes.

In a company are equally necessary the 3 and all use them in pure state or combining them in function of the circumstances of each moment.

The Transactional Analysis in the business frame bases in that all in any situation have to ‘be very' (I am OK, You are OK) what achieves recognising mutually the states of the ‘I' mutual and speaking frankly (with absence of ‘internal politics' neither ‘unseen strategies').

The experience, in the more than 50 years of development of this technician has showed:

In the business frame is extraordinarily effective in the so much internal relations as with the customers and providers of the company.
Is used to to generate in some sessions of practice and psychological motivation.
Demands a recycling as over time the bad habits and habits are used to to go back (the goats always throw to the mountain).

Obviously the most difficult state to practise successfully is the one of Father that has to combine wisely the figure of a ‘Normative Father' that defines and acts according to the ‘norms': Perfecto, Neither speak, Always, Never, has to ..., This is ridiculous, Already have repeated many times that..., etc.; with the figure of a ‘Father Generoso': Bravo, do not concern you, Spirit, Very good idea.

Is evident that a director has to practise them all, each one in his ideal circumstance. So much Logistical like Commercial are shipped in the same company, by what the relations have to be always focused to the welfare of the same, achieving, to his time, the best for his own department.