Buyer Decision Making: Behaviour, Influence And Ethics
This course explores how buyers make decisions and why those decisions are often shaped by emotion, context, mental shortcuts and perceived risk. Learners examine how decision-making psychology and behavioural economics can help explain hesitation, uncertainty and confidence during sales conversations. The course introduces practical decision-making and problem-solving tools that help learners analyse buyer needs, clarify assumptions and identify barriers to action. Learners then explore negotiation psychology and influence principles, examining how motivation, framing and perceived value aff
Skills you'll learn
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