The major challenge for a salesperson attempting to break into a straight rebuy decision-making situation with a customer is to convince the buyer that a needs gap exists.

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In a straight rebuy situation, the buyer is making a routine purchase of a product or service they have bought before and is typically satisfied with. The major challenge for a new salesperson is to convince the buyer that there is a gap in their current needs that can be better filled by the salesperson's product or service, thus necessitating a change from their usual purchasing decision.

The Major Challenge for a Salesperson Attempting to Break into a Straight