It&s not how you sell, but how customers buy

Why is it that organizations appear to behave in totally different ways when it comes to making decisions, such as buying something? What is it that is driving and controlling what can sometimes appear to be erratic and illogical behaviour? It has long been believed that any one of the different sales methodologies will help in selling, irrespective of the type of product, the industry, the size of customer, or the market. It is viewed that any good salesman can simply change or morph their approach to suit the particular circumstance. This chapter highlights numerous buying cultures, the psychology of a buyer and how it impacts the sale of any company.