Assume you are the vice-president of marketing in a medium-sized company that includes the following departments: marketing, finance, purchasing, data processing, and production. The sales force manager has mentioned to you that one of the salespersons thought a Web-based salesforce automation service would help the sales force become more efficient. The sales manager requests that this service be purchased. Illustrate the six buying decision roles that would take place for the purchase of this service.
What will be an ideal response?
The INITIATOR of the buying decision could be identified as the salesperson who identified the need but more likely would be the sales force manager who suggested the purchase be made.
INFLUENCERS/EVALUATORS might include the finance office (which would control the amount of dollars available for spending), members of the sales force (who might provide information about the services competitors are using), and the data-processing department (which would have a good knowledge of alternative services).
GATEKEEPERS could include the data-processing department (which would approve of only certain services that are compatible with existing systems) and the purchasing department (which would recommend matches with likely service providers).
The DECIDER might be the president of the company, the vice-president of marketing, or the sales force manager; the decider is the person with the power to approve the service provider.
The PURCHASER will be the purchasing agent in the purchasing department who will negotiate the terms of the sale.
USERS will include all sales force members who will use the service.
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