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

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  • Format: Paperback
  • Copyright: 2010-11-28
  • Publisher: Kogan Page Ltd
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understanding the professional buyeris 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.

Author Biography

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.

Table of Contents

Prefacep. ix
About the authorsp. xv
Acknowledgementsp. xvii
Terminologyp. 1
The seller's response...p. 2
Purchasing developments: what has changedp. 3
The seller's response...p. 6
The importance of purchasing for a companyp. 9
The economic logic: purchasing's effect on the bottom linep. 10
Purchasing importance: the DuPont RoI modelp. 13
The rise and fall of purchasing: what next?p. 16
The seller's response...p. 20
Purchasing processesp. 22
The basic purchasing processp. 23
The detailed purchasing processp. 31
The value chain modelp. 33
The seller's response...p. 35
Purchasing strategyp. 38
The seller's response...p. 40
Purchasing organizationsp. 45
Purchasing organizational developmentp. 46
Price, costs or value focusp. 56
Purchasing organizational set-up and ability to deliverp. 60
The seller's response...p. 69
Buyers: types, motivations and rewardsp. 71
Buyer profilesp. 71
Motivations and rewards for buyersp. 76
The seller's response...p. 78
Purchasing analysisp. 80
Pareto analysis/ABC analysisp. 81
Kraljic analysisp. 85
The Dutch windmillp. 94
Supplier portfolio managementp. 99
Porter's analysisp. 103
Supplier selection criteriap. 105
The seller's response...p. 117
The negotiation gamep. 119
The negotiation processp. 123
The negotiation power balancep. 131
Negotiation tactics and buyers' tricksp. 132
Buyers and negotiation tricks in pricing discussionsp. 139
The seller's response...p. 142
Price management: managing the buyerp. 144
The previous pricing relationshipp. 145
Timing of pricing discussionsp. 148
Pricing communicationp. 149
Pricing process and follow-upp. 150
The seller's response...p. 151
The purchasing agendap. 154
Supply chain-related purchasing activitiesp. 155
HR purchasing activitiesp. 159
Finance/legal-related purchasing activitiesp. 160
R&D/development-related purchasing activitiesp. 166
Sales/consumer/customer-related purchasing activitiesp. 167
Purchasing tools-related activitiesp. 170
The seller's response...p. 176
Buying and selling relationshipsp. 177
The seller's response...p. 181
Summary and conclusionsp. 184
The ten-point checklistp. 184
Getting further helpp. 188
Reading listp. 188
Referencesp. 188
Trainingp. 189
Speak to your own buyersp. 189
Indexp. 190
Table of Contents provided by Ingram. All Rights Reserved.

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