Recognize & steer buyer types: Insider knowledge exclusively for sales persons

This training is held in German.
You will learn how purchasers work, which tools they use and how they make decisions. Learn how to recognize different purchasers, how to meet them and how to argue convincingly according to type. You will practise techniques for dealing with difficult purchasers and deadlocked negotiation situations. In future, you will appear even more confident, authoritative and self-assured in discussions with purchasers and thus balance out power differences even better.

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.

Open Badges - Show what you can do digitally too.

Open Badges are recognized, digital certificates of participation. These verifiable credentials are the current standard for integration in career networks such as LinkedIn.

With them, you digitally demonstrate the competences you possess. After successful completion, you will receive an Open Badge from us.

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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"

4.5 from 5
with 156 ratings
training content:
4.2
Content comprehensibility:
4.6
Practical relevance:
4.4
Trainer expertise:
4.7
Participant orientation:
4.6
Method variety:
4.4
On-site training together
Booking number
2576
€ 1.490,- plus VAT
2 days
in 2 locations
2 Events
German
In-person trainings
Joint online training
Booking number
32399
€ 1.490,- plus VAT
2 days
Online
0 Events
German
Live online events
Train several employees internally
Pricing upon request
  • Customized training courses according to your needs
  • Directly at your premises or online
  • Cost advantage from 5 participants
  • We contact you within 24 hours (Mon-Fri)
2 days
In-person or Online

Start dates and details

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20.08.2025
Munich
Booking number: 2576
€ 1.490,- plus VAT.
€ 1,773.10 incl. VAT.
Venue
Steigenberger Hotel München
Steigenberger Hotel Munich
Berliner Straße 85, 80805 Munich
Room rate: € 156,90 plus VAT.
Arrival via Deutsche Bahn
Train tickets to this event starting at € 51,90.
Days & Times
2 days
Limited number of participants

Wednesday, 20.08.2025

09:00 am - 5:00 pm

Thursday, 21.08.2025

09:00 am - 5:00 pm

Fee includes

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.

02.02.2026
Cologne
Booking number: 2576
€ 1.490,- plus VAT.
€ 1,773.10 incl. VAT.
Venue
PULLMAN Cologne
Helenenstraße 14, 50667 Cologne
Room rate: € 172,33 plus VAT.
Arrival via Deutsche Bahn
Train tickets to this event starting at € 51,90.
Days & Times
2 days
Limited number of participants

Monday, 02.02.2026

09:00 am - 5:00 pm

Tuesday, 03.02.2026

09:00 am - 5:00 pm

Fee includes

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.

Sufficient places are still free.
Don't wait too long to book.
Fully booked.
The next booking ensures this course will take place
Booking number: 2576
€ 1.490,- plus VAT.
€ 1,773.10 incl. VAT.
Details
2 days
Limited number of participants
Fee includes

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.

Booking number: 32399
€ 1.490,- plus VAT.
€ 1,773.10 incl. VAT.
Details
2 days
Limited number of participants
Book later
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