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sameer-mathur
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Buying center
influences
Financial staff focusses of
economics of the purchase
Production people want
ease of access and reliability
Engineers want to
maximize efficiency
Buyer types
OWN EXPERT
WANT EVERYTHING
DONE
KEEP IT SIMPLE
WANT THE BEST
Initiators :who request something
to be purchased
Users: who use the product
Influencers: they influence the buying
decision, through evaluation
Deciders: decide on product
requirements
Approvers: authorize proposed
action
Buyers: people with formal authority to
buy the product
Gatekeepers: people with power to stop information
fro reaching the decision makers
DON’T LUMP SMALL AND MIDSIZE BUSINESS TOGETHER
DON’T FORGET ABOUT DIRECT CONTACT
PROVIDE SUPPORT AFTER SALE
KEEP IT SIMPLE
USE THE INTERNET:GO ONLINE