Detail the five major roles of members of the buying center: users, initiators, influencers, gatekeepers, and deciders.

Question

What will be an ideal response?

Answer 1

Users are the actual consumer of the product and play a critical role. While typically not the decision makers, they do have a lot of input at various stages of the process. They are the first to recognize the problem based on a need, and they help define the product specifications. Finally, they provide critical feedback after the product purchase.

The initiator starts the buying decision process, usually in one of two ways. In one scenario the initiator is also the user of the product, as in the secretary who reorders when office supplies run low.

Individuals, both inside and outside the organization, with relevant expertise in a particular area act as influencers, providing information that is used by the buying center in making the final decision. Engineers are frequently called on to detail product requirements and specifications. Purchasing agents, based on their experience, are helpful in evaluating sales proposals. Marketing personnel can provide customer feedback. In all of these cases, the influencer's knowledge on a given topic relevant to the purchase decision can affect the purchase decision.

Access to information and relevant individuals in the buying center is controlled by gatekeepers. Purchasing departments act as gatekeepers by limiting possible vendors to those approved by the company.

Ultimately, the purchase decision rests with one or more individuals, deciders, in the buying center. Often it will be the most senior member of the team; however, it can also include other individuals (users, influencers), in which case the decision is reached by consensus. The more expensive and strategic the purchase, the higher in the organization the decision must go for final authority.