So chapter number two, who is the buyer? Why does it make your life miserable? Let's understand them. And let's try to find out how can we overcome that deadlock? So in this chapter, I'll unveil who is the buyer. And the first lesson is about the types of buyers that you'll find out there.

The second one is to find out the commercial intent and strategic thinking, how that links and how that links with you. And the final lesson is, how do you work with each type of buyer? So it's important to know them but then how do we work with each other? Let's go then. first lesson types of buyers. Before you jump in, you have to bear in mind where this purchasing comes from and the buyers used to be That wasn't very well recognized in companies was a kind of a that and when companies didn't know what to do with somebody, they would put it on a purchasing department and they would be kind of arrogant frustrated people not well equipped.

But that was passed. In the meantime, companies evolved, organizations evolved. And they found out that the big important role was played in their purchasing decisions and department. And therefore, buyers became more and more updated, had more and more tools processes became more and more challenging. And it became very difficult for sellers to cope with all that transformation. And therefore, sellers also had to wear direct, also to update themselves to improve their processes.

Would change the way they were selling and approaching the selling process. And for this key account management management or can management and, and all that those processes came to tackle these new, very well prepared buyers. So we came from a profession that wasn't well appreciated to, to a role. The purchasing role nowadays is very well appreciated in companies and often people move on to senior roles and companies, people that come from purchasing. Okay. Very important to understand that buyers are very well educated people very informed and very accurate on what they do.

They are not just when they're just in the end of the careers you can find young people or people The middle of their careers, because they have to move on and because it's important to pass through the purchasing department. So, these are therefore you will find different types of buyers, you find buyers coming from different backgrounds and that will represent different challenges. These four are the main the main ones that you will find out in the market. You have the emotional buyer, you have the calculator, you have the convene sir, and you have the technical read the characteristics of each other that's useless that I repeat them here, but on a nutshell, so these are the people that again come from other departments and they go into other roles in their in their life, and therefore, they can come from different areas from from the company or from outside and have a very different approach in terms of purchasing, even if they're their expectations are or to challenge you and to make your life difficult, but you need to know which type are you dealing with, to adapt and to respond accordingly to speak their language.

Make yourself familiar with these four types of buyers. You will meet them in the future if you don't, if you didn't already met and, or maybe you didn't yet labeled, per se, but I'm sure that you really identify your buyers in these four groups here. Right What about the strategic thinking and commercial intent, of course, as they have different backgrounds as they have different education, and as they have different personalities, they will take all their purchasing on a different perspective as well. And it's important for you to understand how they place it or how can you place them. Of course, for an emotional buyer. The commercial content is very low.

It's all about emotions. It's all about him. It's all about blaming you. And then the end strategic thinking isn't there because it all blocks around the fear not doing the right thing the fear of buying at the right price, the fear of not closing The right contract. So it's it's very, let's say closed, how can you tackled? We will see that later in chapter.

Okay. So you have the four groups here, the technical buyer, of course, with the much more strategic thinking. He knows what he talks about. He knows what the product is about. He knows about performances features, but then he has gaps in terms of commercial content. What, how can he translate that in terms of business, because very often technical people are very excited about projects and everything.

But it doesn't mean that all projects are profitable. And so they have to drop some of their babies along the way. So very high strategic thinking. Not so high commercial thinking. That's, that's the problem of the technical buyers. And you have the calculators calculators, they have both, they have very good strategic thinking and they have very good commercial content.

They will challenge you because they use general a calculator. They use a lot of spreadsheets, they use a lot of benchmarks, they use a lot of figures and numbers, a lot of reports and they are pretty damn well prepared. The conveyancer needs you the conveyancer will try to show that he knows everything but he doesn't he is expecting to hear from you so we can balance is what he knows. So it's it's a different species but so the condenser, the condenser and the calculator, they have a very high commercial content. Okay, so these are the groups. These are the groups where you can place your buyers and let's see bother to know and we will know afterwards how to tackle each of them.