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

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.