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Episode 4: How Buyers Actually Think

Episode 4: How Buyers Actually Think

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You've prepared your product, your pricing, your pitch deck. But have you prepared for the person? In this episode, Jan Wapelhorst reveals how German retail buyers actually operate — from the five buyer archetypes he observed over 16 years, to the cognitive overload of managing 800+ SKUs, to the internal pressure systems that shape every decision. If you want to succeed 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, negotiation psychology, internal KPIs, buyer turnover, loss aversion, meeting preparation, EDEKA regional structure.

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

Website: wfr-advisory.com

Email: info@wfr-advisory.com
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