This chapter examines the psychological and organizational drivers behind purchasing decisions. It explores customer types, generational preferences, and complex B2B buying processes. By learning how buyers think and make decisions, sales professionals can tailor strategies to improve connection, relevance, and impact throughout the sales cycle.
• Explore the different customer types and their characteristics
• Understand the process organizations use to make purchasing decisions
• Identify the key factors organizations evaluate when assessing products and services
• Recognize the individuals and groups involved in the organizational buying decision
• Learn the appropriate actions salespeople should take in various buying situations
• Examine the evolving trends in organizational buying and their impact on sales strategies
• Understand the differences between selling to individual consumers and organizations
• Discover effective strategies for preparing to sell to consumers in a sales role