Course

Win Automotive OEM Business by Thinking Like the Customer

PETER BURGER

Automotive Strategy Consultant

Win More OEM Business by Understanding How Your Customers Really Make Decisions

Winning business with automotive OEMs is becoming increasingly challenging. Suppliers face intense cost pressure, demanding technical and quality requirements, complex decision-making processes and growing competition.

Yet many suppliers approach OEM customers primarily from their own perspective: focusing on product features, technical capabilities and pricing, without fully understanding how their customers evaluate value, manage risk and make sourcing decisions.

Having a competitive product is essential—but it is not always enough to win the business.

OEM purchasing decisions involve multiple stakeholders with different priorities. Purchasing may focus on commercial competitiveness, engineering on technical performance, quality on reliability, and program management on timing and execution risk. Successful suppliers need to understand these perspectives and build a compelling proposition that addresses the customer's broader business objectives.

This course helps automotive supplier professionals shift from selling what they make to understanding what their customers need to achieve.

What you’ll learn

Understand how automotive OEMs evaluate suppliers, make sourcing decisions and balance cost, quality, technology and risk

  • Decode OEM purchasing decisions

  • Map the stakeholders, priorities and trade-offs that influence supplier selection.

  • Translate technical capabilities into commercial value that matters to OEM decision-makers.

  • Identify where quality, engineering, risk reduction, reliability and lifecycle economics can create meaningful differentiation.

  • Apply the course frameworks to a target customer or sourcing opportunity and leave with a practical action plan.

Learn directly from PETER

PETER BURGER

PETER BURGER

Contact

Automotive strategy consultant and MBA lecturer with over 15 years of experience

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Who this course is for

  • Automotive Sales and Key Account Managers

  • Commercial and Business Leaders at Automotive Suppliers

  • Product, Engineering and Program Professionals

What's included

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

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Private cohort

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A dedicated cohort with a custom schedule and curriculum, tailored to your team.

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