Perfectionists versus pragmatists

22nd September 2017 |   Roger Brooksbank

Most learning models that encourage salespeople to adapt their selling styles to meet the needs of different buyer “types” don’t easily translate across to B2B selling scenarios. The author proposes a new model based on personal experience.

Perfectionists versus pragmatists

The new model being proposed here provides a more practical learning tool, at least for those salespeople for whom it has been designed

In business-to-business selling, the vast majority of organizational buyers that salespeople are likely to encounter will fall into one of two broad categories: purchase maximizers or people I refer to as purchase satisficers.

A purchase maximizer is the kind of buyer who is always aiming to get as near as is humanly possible to making a “perfect” purchase. As such, these types of buyers will typically hold a full-time buying position with a job title that reflects this area of specialist responsibility, such as that of a “chief buyer”, “purchasing officer” or “procurement manager”. They are trained professionals, usually working for large companies and organizations.

Associate Professor of Marketing at the University of Waikato | + posts

Roger Brooksbank BA, MBA, Dip M, PhD is currently Associate Professor of Marketing at the University of Waikato, New Zealand, with previous experience as a sales executive, sales manager, sales and marketing manager, marketing director and business owner. His research interests lie in all aspects of strategic marketing and business competitiveness and he is the author or co-author of over 200 publications in these areas, including six books. He has also acted as an independent marketing consultant, seminar leader, conference speaker or sales trainer to more than 90 clients throughout Europe and Australasia in both the private and public sectors. In his role as a professional educator, Roger has taught a variety of marketing courses at all levels and he is a recipient of his School’s Outstanding Teaching Award.