Chapter 16: The modern buyer

In order to understand how people responsible for corporate buying decisions feel about their interactions with salespeople, DDI (the selection and development specialists, conducted a major global study of corporate buyers. Survey respondents included 2,705 corporate buyers and those involved with the buying process across six countries (Australia, Canada, France, Germany, the UK and USA) and representatives of a wide range of industries, job levels and age groups.

DDI specifically wanted to know how these people view their buyer–seller relationships and asked buyers a series of questions that included:

  • What qualities do ...

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