Introduction : According to research, selling in business-to-business markets is becoming more

difficult. Complex sales processes have made the sales process less productive and competitive
and fewer salesmen reach their sales targets. With the same emphasis on sales environments,
salespeople can learn to collaborate with other partners in the consumer company as well as with
an ecosystem of third parties to provide a solution that generates customer value. This paper tries
to better understand the sales process by identifying many stakeholders. This research focuses on
understanding a particular stakeholder, the buying role, which has received limited attention in
sales research. Understanding the requirements of the buying role would enable companies to
build effective sales strategies.
Objectives of Study :
 General Objective : With an increased emphasis on the effectiveness of salespeople, It
is emphasized on the fact that selling requires a diverse group of actors and examine
salespeople's approaches and attitudes from the viewpoint of the buying agent to gain a
more complete theoretical understanding of the effectiveness of salesperson strategies.
The emphasis is on the purchasing role, which is becoming increasingly active in the
purchasing process, and how purchasing views salespeople's strategies and behaviors. 
 Specific Objective :
o To emphasize the critical role of salespeople in generating value
by recognizing how purchasers classify the products they offer
according to their strategic significance to the acquiring firm.
o To improve the buying function, new sales tactics and sales
people's customer assessments
o To develop or provide a logical structure/conceptual framework
for salespeople and knowledge provision that explains
successful sales techniques and behaviors.
Research Questions :
1. How does the purchasing function view salespeople’s strategies and behaviors?
2. What is the impact of purchasing function feedback on salespeople and sales
strategies?
3. Which salespeople’s strategies and behaviors shape positive or negative perceptions
of the salesperson?
4. Which salespeople’s strategies and behaviors are associated with the effectiveness of
salespeople?
5. What are the consequences of salespeople’s effective or ineffective strategies and
behaviors?
Hypothesis : Sales function, strategies and buyers’ perception of salespeople
By using the sales function approach, frontline salespeople with superior experience will turn
their knowledge into value-creating insight. The procurement feature develops product or service
expertise and creates teams with various expertise to better deal with complicated offers. Due to
the predominant source of information being salespeople, the purchasing mechanism has access
to a wealth of information from public and private sources. By clarifying buyers’ perception of
salespeople, the sales strategies can be evaluated as well as developed that will enable to obtain
customer feedback from salespeople.
Methodology :
 General Inductive Approach: To generate accurate and credible conclusions to develop
a hypothesis of a method, action, or interaction based on the perspectives of participants
in the process.
 Sample: By defining various industries and potential participants, using the theoretical
sampling theory that was described as the data collection method to develop a theory in
which the analyst collects, codes, and analyzes data to implement the theory.
 Interview Analysis: The interview transcripts were interpreted by carefully reading each
transcript to gain a better understanding of the participants' ideas and stories.
Results :
 The analysis of the answers to this investigation resulted in three themes: trustworthiness,
purchaser-centeredness and understanding  the risks of industry to determine the
behaviors and strategies of salespersons that influence their position.
 Three trends emerged from the study of the responses to this research question: an
appreciation of buying classification, the purchasing organization's need for innovative
sourcing, and an emphasis on total cost of ownership, which assists in determining which
sales techniques and habits are correlated with salespeople's effectiveness.
 To ascertain the implications of being a successful salesperson within the purchaser–
salesperson partnership as emphasized by the Kraljic matrix, with non-critical goods,
bottleneck products, strategic products, and leverage products included within this
matrix.
Conclusion : The study offers promising fields for a proposed development. The paper focused
on how salespeople could learn to collaborate with a variety of stakeholders, most notably the
buying role in our context. This article delves into the buying function's assessment of sales
strategies. Additionally, the study revealed sales strategy characteristics that have earned little
research coverage. These include purchase-centeredness, an understanding of and response to
industry risks, an understanding of purchasing classification, specifically the Kraljic matrix, the
purchasing organization's requirement for innovative procurement, an emphasis on the total cost
of ownership, and designing strategies that are nature-driven. The research in this field will
contribute to our understanding of buyer–seller relationships while also assisting in the
development of sales strategies.