This book is aimed at salespeople, sales professionals, and executives who want to prepare for tough negotiations with savvy buyers. How can one see through the strategy of the negotiating partner? What communication tricks and psychological techniques can be applied against buyers? What do TCO analysis, Dutch auction, RfQ, or LCC quote mean? And how are electronic tenders and online auctions changing the traditional seller-buyer dynamic? The author provides concrete answers to these pressing questions and helps sellers better understand the world of buyers. Through illustrative conversation examples, it also becomes clear how sellers can withstand the pressure of modern purchasing and conduct price-savvy negotiations with professional buyers. A compact book filled with numerous practical tips, clarifications of terms, a price fitness test, and valuable insights to optimize your negotiation results.