2Understanding Sellers and Buyers


Learning Objectives

This chapter focuses on gaining a better understanding of the roles of sellers and buyers in today’s organizational marketplace. The many factors discussed in chapter 1 are transforming the nature of the field and creating a challenging yet invigorating and rewarding environment in which to pursue a career in selling. First, aspects of sales careers are introduced. Then perspectives are provided from both a seller’s and organizational buyer’s points of view.

After reading this chapter, you should be able to:

  • Explain the historical basis for stereotyped views of selling in society. ...

Get Contemporary Selling, 5th Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.