Total items: 0

Subtotal excl delivery & tax: £

Understanding the Professional Buyer

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

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.
EAN: 9780749461232
Edition: 1
Format: 234x156
208 pages

About the book

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.

About the authors

Jan Paul Van Der Velde

After studying mechanical engineering, Jan Paul van der Velde (1964, Haarlem, The Netherlands) has had a career in purchasing at Philips Electronics, Frito Lay (PepsiCo), Heineken, and ICI/Quest International. Currently he is SVP Procurement at Flint Group, being part of the Executive Management Team. Through Insight Marketing and People, Jan Paul has shared his experience in purchasing with sales/account executives and this experience forms the key of his book.

More about Jan Paul Van Der Velde

Peter Cheverton

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page. For more information, visit Peter Cheverton's website at

More about Peter Cheverton