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Action Lists > Profiling Decision Makers

Profiling Decision Makers

Getting Started

In business purchasing, more than one person influences the choice of supplier. A decision-making team could include a variety of key personnel, and the influence of team members varies at different stages during the purchasing process. It is important to identify the members of the team and communicate with each at the appropriate stage.


How can I identify a purchasing team when my sales representatives only meet the purchasing manager?

You need to find out who within your customer’s company is interested in your products. Telephone research, direct mail, or advertising with a response mechanism can help to identify other team members. Be careful about direct approaches—purchasing managers may guard their status and resent approaches to other team members that appear to be undermining their position.

My organization sells low-value commodity components. Do I need to identify a complete decision making team?

On the surface, your task should be simple. Just deal with the person who orders the products. However, there may be bigger opportunities. The technical manager may not be happy with the performance of commodity products. The research team or the marketing department may be planning new products, which could change the product specification. You need to monitor changing customer requirements.


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