Contents
The:The buyer
- The role of purchasers in your own company.
- Qualifications and professional background of purchasers.
- The most important tasks and challenges of purchasers.
- Understand the goals of purchasers .
- Operational vs. strategic purchasing.
- Image, understanding and prejudices of purchasers towards sales persons.
Preparation for a meeting with purchasers
- Questions that purchasers ask themselves in the run-up to a meeting.
- Expectations in conversations between purchasers and sales persons.
- Overview of supplier evaluation systems, procedures in the purchasing process.
- Decision-making processes in purchasing.
Personality types in purchasing
- Introduction to personality type models for practical use.
- Quickly recognize the personality type of purchasers .
- Adapt your own communication style to the type of buyer.
The negotiation meeting
- Recognize and fend off tricks and tactics.
- Persuasion tactics that go down well with purchasers .
- Do's and don'ts in negotiation talks.
- Argumentation for price increases/against price reductions.
- Creative approaches & rhetorical tricks for deadlocked situations.
- Dealing constructively with emotions in negotiations.
Dealing with power
- How purchasers exploit their positions of power.
- Actual power and perceived power.
- How to deal with powerful people and power differences.
- Determine the decision-making powers of all parties.
- Gain confidence and authority in negotiations.
- How to counter purchasers with a monopoly position.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this qualification measure after you have registered.
Your benefit
- As a sales person , you know how purchasing professionals "tick", can better prepare for your discussions and increase the success of your negotiations.
- You are able to adapt your communication style to the type of buyer.
- You understand how purchasers try to push through the lower price and know how to behave professionally in these situations.
- You recognize psychological tricks, typical purchasing strategies, tactics and methods and can successfully fend them off.
- You will recognize manipulative rhetoric, know what it does and, as a professional sales person , be able to fend off manipulation and unfair practices.
- In future, you will appear even more confident and self-assured in discussions with purchasers .
Methods
Trainer input, case/best-practice examples, short video sequences, short exercise units, exchange of experiences, pair and group work.
Recommended for
Specialists/executives from sales, field sales/internal sales and (key) account management who have already gained experience in negotiating. For all those who would like to examine the tricks of purchasers and perfect their negotiating style. Focus on B-2-B.
Further recommendations for "Recognize & steer buyer types: Insider knowledge exclusively for sales persons"
Seminar evaluation for "Recognize & steer buyer types: Insider knowledge exclusively for sales persons"







2576
Start dates and details
Wednesday, 20.08.2025
09:00 am - 5:00 pm
Thursday, 21.08.2025
09:00 am - 5:00 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
Monday, 02.02.2026
09:00 am - 5:00 pm
Tuesday, 03.02.2026
09:00 am - 5:00 pm
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.
The participation fee includes
- one joint lunch per full seminar day,
- Catering during breaks and
- extensive working documents.
The participant will settle the hotel accommodation costs directly with the hotel. You will find a reservation form for hotel bookings in your learning environment.