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Buying Differences: Experienced Purchasers

As noted in the discussion of the Buying Center, organizations often employ purchasing agents or professional buyers whose job is to negotiate the best deals for their company.  Unlike consumers, who often lack information when making purchase decisions, professional buyers are generally as knowledgeable about the product and the industry as the marketer who is selling to them.

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Handling Buyer Resistance
It is a rare instance when a salesperson does not receive resistance from a prospect. By resistance we are referring to a concern a prospect has regarding the product (or company) and how it will work for their situation. In most cases the resistance is expressed verbally (e.g., "I don't see how this can help us.") but other times the resis…

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