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date: 01 December 2020

Abstract and Keywords

This article explores what undermines sellers' confidence, with an emphasis on procurement's power, and on the common problems with seller–buyer relationships. It reviews what is needed to restore confidence to the point where the seller not only closes the sale but is able to capture the extra couple of points of revenue that generate large profit improvements. Specifically, the article highlights three areas that can help create an environment which encourages sales professionals to work through conflict without unnecessarily giving in to all of procurement's demands. The focus throughout is on large, complex business-to-business sales – whether products, services, or a mix – rather than on simpler or routine transactions, such as those involving parts replenishment or retail restocking.

Keywords: sellers' confidence, procurement power, seller–buyer relationship, business-to-business

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