Understanding the Professional Buyer ? What Every Sales ...

October 1st, 2011 | by kutenk |

Understanding the Professional Buyer: What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves
by Peter Cheverton and Jan Paul van der Velde
2010 (208 pages)
ISBN:9780749461232
Offering insight into buyers? strategies and behaviors, this book helps sales professionals deal more successfully with buyers and regain power in the buyer-seller relationship.


Understanding the Professional Buyer ? What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves
Preface
The seller?s introduction
The buyer?s introduction

Chapter 1 ? Terminology
Chapter 2 ? Purchasing Developments ? What Has Changed
Chapter 3 ? The Importance of Purchasing for a Company
Overview
The economic logic: purchasing?s effect on the bottom line
Purchasing importance: the DuPont RoI model
The rise and fall of purchasing: what next?

Chapter 4 ? Purchasing Processes
Overview
The basic purchasing process
The detailed purchasing process
The value chain model

Chapter 5 ? Purchasing Strategy
Chapter 6 ? Purchasing Organizations
Overview
Purchasing organizational development
Price, costs or value focus
Purchasing organizational set-up and ability to deliver

Chapter 7 ? Buyers ? Types, Motivations and Rewards
Buyer profiles
Motivations and rewards for buyers

Chapter 8 ? Purchasing Analysis
Overview
Pareto analysis/ABC analysis
Kraljic analysis
The Dutch windmill
Supplier portfolio management
Porter?s analysis
Supplier selection criteria

Chapter 9 ? The Negotiation Game
Negotiation is a process, not a moment
Win?win is not always the goal
Never give something without getting something
Preparation will determine success
Good negotiators do not lie, they tell a ?version of the truth?
Negotiation skills need constant maintenance

Chapter 10 ? Price Management ? Managing the Buyer
Overview
The previous pricing relationship
Timing of pricing discussions
Pricing communication
Pricing process and follow-up

Chapter 11 ? The Purchasing Agenda
Overview
Supply chain-related purchasing activities
HR purchasing activities
Finance/legal-related purchasing activities
R&D/development-related purchasing activities
Sales/consumer/customer-related purchasing activities
Purchasing tools-related activities

Chapter 12 ? Buying and Selling Relationships
Chapter 13 ? Summary and Conclusions
Chapter 14 ? Getting Further Help
Reading list
References
Training
Speak to your own buyers

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