We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Innovation and Best Practice
for Business Success

Established 1967

Understanding the Professional Buyer

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


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.

Buy product Buy now

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.

Table Of Contents

    • Chapter - 01: Terminology;
    • Chapter - 02: Purchasing developments: what has changed;
    • Chapter - 03: The importance of purchasing for a company;
    • Chapter - 04: Purchasing processes;
    • Chapter - 05: Purchasing strategy;
    • Chapter - 06: Purchasing organizations;
    • Chapter - 07: Buyers: types, motivations and rewards;
    • Chapter - 08: Purchasing analysis;
    • Chapter - 09: The negotiation game;
    • Chapter - 10: Price management: managing the buyer;
    • Chapter - 11: The purchasing agenda;
    • Chapter - 12: Buying and selling relationships;
    • Chapter - 13: Summary and conclusions;
    • Chapter - 14: Getting further help

Book Details

  • EAN: 9780749461232
  • Edition: 1
  • Published: 3rd November 2010
  • Paperback
  • Dimensions: 234x156
  • 208 pages

About the Author

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.

Peter Cheverton

Jan Paul Van Der Velde