Karen Green is a retail sales expert, keynote speaker and best-selling author. I wanted to talk to Karen about her latest book – Buyerology – and how understanding buyers helps us sell better.

She started her career as a professional buyer – for Boots and Tesco – before moving to the other side of the negotiating table. Since then, she has used her experience to help business owners sell to professional buyers too. With Buyerology, however, Karen has created an approach to help you sell to all kinds of people (not just those who do it for a living). Not only that, it can be applied to all kinds of ‘selling’ (such as career development or selling yourself) to make it a fundamental part of how you execute your business plan.

Listen to this episode to find out:

• The surprising lengths professional buyers go to in order to gain leverage
• How to not sell
• When you should start building your leverage and power for sales conversations
• How you can use the BUYER framework to sell yourself
• The hardest thing to do in a negotiation

Connect with Karen at www.buyerology.co.uk and buy the book on Amazon.

Also referenced in this episode: Never Split The Difference by Chris Voss.

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Thanks for listening to Curious Business, the business podcast that aims to bring you fresh insights and curious anecdotes to help you think differently about your marketing.
My name is Stephen Morris. I help businesses put the problems of customers and prospects at the heart of their marketing and pipeline generation. If you'd like to understand more, you can book a discovery call.