Understanding the Professional Buyer: What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves
- 4h
- Jan Paul van der Velde, Peter Cheverton
- Kogan Page
- 2010
As in the past, the professional buyer will attempt to get the best deal for their company, the highest quality goods and services at the lowest possible cost. But there are big changes: purchasing agents today are probably well versed in supplier evaluation, spend analysis and strategic sourcing. Through internal training or certification, professional buyers will be familiar with financial fundamentals, negotiating tactics and will have trained in communication skills. Sellers are now faced with more professional, more knowledgeable and more powerful buyers. Traditional sales techniques used in previous years are no longer working.
This book shows sales people how to understand this new breed of buyer, offering insight into buyers' strategies and behaviors. It helps the sales professional deal more successfully with buyers and regain power in the buyer-seller relationship. It also outlines the changes that suppliers should expect to see in the purchasing industry and gives guidance on how to handle these changes.
About the Authors
Peter Cheverton is a professional trainer and consultant, and Director of INSIGHT Marketing and People Ltd.
Jan Paul van der Velde has been a purchasing professional for over 20 years and is currently vice president of purchasing with the Flint Group.
In this Book
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Understanding the Professional Buyer — What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves
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Preface
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Terminology
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Purchasing Developments — What Has Changed
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The Importance of Purchasing for a Company
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Purchasing Processes
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Purchasing Strategy
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Purchasing Organizations
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Buyers — Types, Motivations and Rewards
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Purchasing Analysis
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The Negotiation Game
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Price Management — Managing the Buyer
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The Purchasing Agenda
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Buying and Selling Relationships
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Summary and Conclusions
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Getting Further Help
