Out 17 November 2026
Inside the World of a Buyer
If you want to influence a buyer, first understand their world.
The front Front and back
A straight-talking guide to how buyers think, what they need and what they rarely tell you
Printed on the cover, under the title.
From Selfridges Trainee to Waitrose Trading Director
Ever wondered…
- Why a buyer seemed interested, then went quiet?
- Why a great product still didn’t get listed?
- What does a great supplier look like?
- What frustrates a buyer and why?
The four questions on the back of the book.
Those questions are just the start.
Those questions are just the start. Buying may look simple from the outside. It isn’t. Behind every yes, no and maybe sits a world of customers, commercial targets, space, pressure, trade-offs and cross-functional input, all requiring judgement.
Also on the back.
Scroll to turn it over
Questions
Ever wondered…
- What is really going on in a buyer’s mind when they challenge, pause or say no?
- Why can a brilliant product still struggle to win a listing?
- What pressures, numbers and decisions are buyers balancing behind the scenes?
- How can suppliers prepare better, build trust and become the supplier retailers want to work with?
- What separates a good buyer–supplier relationship from a genuinely great one?
To help suppliers understand the retailer’s world and keep finding better ways to work together, delivering commercial results for both sides.
What it is
Inside the decision.
This straight-talking, practical guide opens up the world behind supermarket buying: the customer, category, range, numbers, supplier relationships, internal pressures and commercial judgement that sit behind every decision. Drawing on more than four decades in retail buying, trading and leadership, Louise Dolan explains not only what buyers do, but why they do it, with real-world lessons, practical questions and a little humour along the way.
Who it is for
Five people who will get something out of it.
- Suppliers who want to understand buyers better, prepare more effectively and build stronger commercial relationships.
- Buyers and future buyers who want an honest, practical view of a brilliant but demanding role, and recognition of everything that sits behind the decision.
- Founders and challenger brands trying to turn a great idea into a retail-ready proposition.
- Leaders of buying and supplier teams who know that culture, clarity and people shape commercial performance.
- Anyone curious about retail and commercial careers, who wants to understand how products, people, numbers and judgement come together.
On the book
What early readers say.
An invaluable read for suppliers, founders and commercial teams who want to truly understand how retail buying really works.
James Bailey CEO, Pets at Home and Former MD, Waitrose 
-
An invaluable read for suppliers, founders and commercial teams who want to truly understand how retail buying really works.
James Bailey CEO, Pets at Home and Former MD, Waitrose -
Brilliant insights into the world of buying from an absolute trading legend. Loved the book.
Nic Waller Trading Director Fresh, Ocado Retail 
-
An essential read for suppliers of any size. Written with a true understanding of the industry, from years of trading experience and with valuable practical insights punctuated with relevant industry case studies to illustrate the key messages.
Sean McCurley Senior Commercial Leader
Get the book
Out 17 November.
Hardback and paperback from launch day. The Kindle edition is open for pre-order now.