Episode 4:

You have prepared your product, your pricing, your pitch deck. But have you prepared for the person?

In this episode, Jan Wapelhorst reveals what it's actually like to be a buyer in German retail — the cognitive overload of managing 800+ SKUs with 40% understaffing, the five buyer archetypes from Junior to Master that he observed over 16 years, and the three universal forces that drive every buyer's decision: relentless performance tracking, deep loss aversion, and constant turnover. If you want to win in a buyer meeting, understanding the system isn't enough. You need to understand the human being sitting across the table.

Topics covered: buyer archetypes (Junior, Operator, Tactician, Strategist, Master), negotiation psychology, internal KPIs, loss aversion, buyer turnover and burnout, meeting preparation, cognitive load.

Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.

Website: wfr-advisory.com

Email: [email protected]