Understanding the Professional Buyer: What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves

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Kogan Page Publishers, Nov 3, 2010 - Business & Economics - 208 pages

Understanding the Professional Buyer is a practical guide for sales people, giving them insight into the behaviour and strategies of buyers, so that they are able to deal with them more successfully and regain power in the buyer-seller relationship.

In recent years the balance of power between buyer and seller has swung dramatically in favour of the buyer. Sellers are now faced with more professional, more knowledgeable and more powerful buyers - and the sales techniques used in previous years are no longer working. This book shows how to understand this new breed of buyer, in order to interact with them on a more level playing field. Contents include developments in the industry; purchasing organizations; types of buyers; purchasing analysis; and crucially, buyer-seller relations.


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01 Terminology
what has changed
03 The importance of purchasing for a company
04 Purchasing processes
05 Purchasing strategy
06 Purchasing organizations
types motivations and rewards
08 Purchasing analysis
09 The negotiation game
managing the buyer
11 The purchasing agenda
12 Buying and selling relationships
13 Summary and conclusions
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About the author (2010)

Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specialising in the development of customer focused business strategies, with a strong focus on Key Account Management, Global Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working 'hands on' with clients around the world. He is author of Key Account Management, Key Marketing Skills, Global Account Management, and Key Account Management in Financial Services (all published by Kogan Page).

Jan Paul van der Velde is a purchasing professional, and is currently VP Purchasing with the Flint Group. He has been involved in purchasing at all levels, and for over 20 years.

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