The Original It's a Deal was largely aimed at buyers because salespeople tend to receive training in negotiation - buyers by and large less so. This new edition isn't intended solely for buyers, however. Although it is largely couched in the language Purchasing, there are many insights and pieces of advice which salespeople and those involved in contract management, outsourcing etc., could also read with advantage.

Increasingly in business, people have to be both buyers and sellers. Before a purchasing manager gets to negotiate the big deal, he or she may already have had to negotiate internally - to secure project approval, finance and so on. So the buyer, in that instance is the seller.