Often a buyer enters into a modified rebuy type of purchase decision to simply check
the competitiveness of existing suppliers in terms of the product offering and pricing
levels. Consequently, in-salespeople will emphasize how well their product has performed
in resolving the needs gap. Out-salespeople will use strategies similar to
those undertaken in the straight rebuy. These strategies are designed to alter the relative
positions of the desired and actual states in a way that creates a perceived gap and
influences buyers to rethink and reevaluate their current buying patterns and suppliers.