TY - JOUR A1 - Schneider-Störmann, Ludger A2 - Jokiniemi, Sini T1 - Why the Analysis of the Buying Centre Isn’t Enough T2 - Journal of Excellence in Sales N2 - Today, buying and selling in B2B needs improved methods. A classical approach is to analyse the so called “Buying Centre”. This article shows an improved, more comprehensive approach to be better prepared ahead of a negotiation. This is seen from the sales engineer’s viewpoint and should be a helpful tool for anyone involved in sales. In the first paragraph, this article briefly describes the sales/buying process, showing what is happening in the supplying company. Part of the preparation of a sales person is to identify the player in the buying centre. The meaning of these players is described in Section 2. Section 3 of this article focuses on the lack of information if only the buying centre is analysed and gives examples. The 4th section shows the method of improved analysis of negotiation preparation. KW - Business-to-Business-Marketing KW - Vertriebsingenieur Y1 - 2018 UR - https://opus4.kobv.de/opus4-h-ab/frontdoor/index/index/docId/1143 UR - https://issuu.com/turunamk/docs/journal_of_excellence_in_sales_1_20_dab0654f76d63e VL - 3 IS - 1 SP - 13 EP - 16 ER -