Freed: "Analyzing the Buyers"

Freed, Richard. "Analyzing the Buyers." Writing Winning Business Proposals: Your Guide to Landing the Client, Making the Sale, Persuading the Boss. New York: McGrawHill, 2003. Print. 83-99.



Logic rarely enough. People are involved.


Identifies four buying roles:



S1 perception varies by buyer and buying role. S2 will eliminate everyone''s perception of S1. Perceived benefits accruing from achieving S2 vary by user and buying role.


Freed suggests: