Chapter 4 Understanding and adapting to buyers
Every buyer is different – do not rely on stereotypes.
Understand buyer types – economic, user and technical – and the criteria they will use for buying and the influence they will have on the buying decision.
Understand buyer roles – sponsor, anti-sponsor, coach and gatekeeper – and how best to manage them in your buying process.
Think carefully about buyers’ personalities and how you can adjust your behaviour to match theirs.
Periodically ask buyers for feedback on their perceptions of their relationships with you and your organisation.
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