Why the Analysis of the Buying Centre Isn’t Enough

  • 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.
Author:Ludger Schneider-Störmann
Parent Title (English):Journal of Excellence in Sales
Editor:Sini Jokiniemi
Document Type:Article
Year of Completion:2018
Release Date:2019/02/18
GND Keyword:Business-to-Business-Marketing; Vertriebsingenieur
First Page:13
Last Page:16
Institutes:Fakultät Ingenieurwissenschaften / Labore / Technische Systeme und Vertrieb
Licence (German):Creative Commons - CC0 1.0 - Universell - Public Domain Dedication