The Decision Making Unit is made up of influencers, gatekeepers, deciders, users

Question

The Decision Making Unit is made up of influencers, gatekeepers, deciders, users and buyers . Because of the complexity of companies every company has its own decision-making unit. Meaning that the company has a certain group of people, which make decisions. Kotler (2009) describes five main roles that are fulfilled in decision-making units.

The different roles are:

Deciders: the decider makes the actual purchase decision. Typically, deciders do not have or need formal authority but have sufficient weight within the buying team to decide if a service/product will be purchased.

Buyers: the buyer (also called: purchasing manager) selects the suppliers and manages the buying process such that the necessary products are acquired.

Influencers: the influencer contributes to the formulation and determination of the specifications of the product or service. The influencer evaluates and recommends which potential supplier satisfies the specific needs of the organization.

Users: the user(s) are the persons that actually use the product or service. Users are not always involved in the buying process, but have a critical role in the feedback and evaluation process of the performance of the good that has been purchased.

Gatekeepers: the gatekeeper(s) control(s) the flow of information in to and out of the company and buying center/team.

Required:

Put yourself in the role of a salesperson trying to sell equipment to a large company. Pick four roles in the buying center and talk about some of the challenges you may face and how you may over come them. Write 300 words.

Please write in your own words. Please don't copy from anywhere and chegg's solution.

Explanation / Answer

Selling is process in which a transaction occurred between a salesman and end users. As a sales person, i will use the four roles as follows:

1) Users: I will tell my prospects that I have my own experience about its utility and benefits so I am recommending it with confidence. People might pose challenges like you are telling its benefits as a sales man then I will challenge them to use the product and if not satisfied I will return the money. I will make ready myself to answer of any queries raised by prospects or end users. It will improve my sales.

2) Gatekeepers: It might be possible that customers may cross check the information given by me from company's end. In this case, I will ask to my senior management team that there should be a transfer of call whenever that customer seeks information regarding product features, pricing, after sales services etc. I will control flow of information to the visiting customers.

3) Buyers: I will suggest my customers to appropriate size, quantity, volume and variant of the products. Even, i will face challenges like non -availability of that model which was demanding by the customer. In this case, I will convince the customer with any substitute product. As soon as that model will come, I will also sell that product to my customer. I will make apology for any defect, delay in delivery, extra money to be paid in case increased price of the items etc.

4) Influencers: I will make recommendations to modify the product or services offered by the company. I will face many challenges in terms of managerial cross check, demand from other territory, lack of investment from company's end, managerial hurdles etc. To overcome such challenges, I will work hard to make 100 % sales.

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