Why is it that when you do everything right as a salesperson, the customer still says "no"? Why do they sometimes say "yes"? What's going on inside a buyer's head when they decide to buy something? The Buying Zone is a journey through the mind of a buyer, when and why they choose to make a purchase and from whom? Whether you are a strategic level sales professional trying to close multi-million-dollar B2B deals or an owner of a local business like a restaurant, fitness studio, or an e-tailer, you're always trying to grow your customer base and establish yourself in the market. This book will help you understand the buyer – at any level – during the buying process. This isn't just another sales book. The Buying Zone is about the buying process.