Part II describes eight step-by-step negotiating scenarios using winning responses for each of the four buyer types. To summarize, the four buyer types are
• Price buyers: These customers want to buy products and services only at the lowest possible price. They don’t care about value, differentiation, or relationships.
• Relationship buyers: These customers want to trust and have dependable relationships with their suppliers and expect that supplier to take good care of them.
• Value buyers: These customers tend to be sophisticated buyers who understand value and want suppliers to be able to provide the most value in their relationship.
• Poker Player buyers: These are relationship ...