Understanding the professional buyer : what every sales professional should know about how the modern buyer thinks and behaves / Peter Cheverton, Jan Paul van der Velde
Preface; About the authors; Acknowledgements; 01 Terminology; 02 Purchasing developments: what has changed; 03 The importance of purchasing for a company; 04 Purchasing processes; 05 Purchasing strategy; 06 Purchasing organizations; 07 Buyers: types, motivations and rewards; 08 Purchasing analysis; 09 The negotiation game; 10 Price management: managing the buyer; 11 The purchasing agenda; 12 Buying and selling relationships; 13 Summary and conclusions; Getting further help; Index
Summary
Understanding the Professional Buyer is a practical guide for sales professionals. Providing insight into the behaviour and strategies of buyers it Includes guidance on; motivations and rewards, purchasing analysis and negotiation
