March 1989
Journal of Personal Selling & Sales Management;Spring89, Vol. 9 Issue 1, p59
Academic Journal
The article presents information on some papers on buyer behavior. The paper "The Purchasing Agent: Friend or Foe to the Salesperson?," published in the Journal of the Academy of Marketing Science examines a sample of purchasing agents and inquired into the relationships between the aptitudes, personal characteristics and negotiation performance of the purchasing agents. The analysis did not provide evidence to the effect that negotiation performance, in the adversarial sense and buyer empathy were significant. The buyers who performed in a superior manner were satisfied, motivated, and certain of management expectations. The findings are congruent with previous research results. Another paper "Selling to the CEO," by Martin Everett can be beneficial to chief executive officers (CEO). However, several issues must be addressed when selling the CEO including who calls on the CEO, how to get past gatekeepers and build bridges, the necessary homework, making the best of 30 minutes or less, selling with video and the use of peer-to-peer selling.


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