The evaluative criteria of industrial buyers: implications for sales training

Abstract

proposes that who have more knowledge about their buyers give more effective presentations. Addresses this issue by examining the evaluative criteria held by different functional roles represented in the decision‐making unit, how those criteria differ across the various roles, and howknowledge of this can be incorporated into sales training programs to give salespeople more information on their customers and help them be more effective during the sales interaction.

Citation

McQuiston, D.H. and Walters, R.G. (1989), "The evaluative criteria of industrial buyers: implications for sales training", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 65-75. https://doi.org/10.1108/EUM0000000002733