Today we live in a CYA world and people are very reluctant to make a decision on their own. Even if we’re dealing with the Ultimate Decision Maker, there will be others involved in the process. And they all have different buying motivations.
The User, for example, is usually concerned with ease of use/how it works. They have a much different buying motivation than the Economic Buyer, who is obviously concerned with costs and ROI. And let’s not forget all those hard to find, yet important, Influencers who hide out behind the scenes.
In the last three appointments that your people ran, did they uncover all those involved in the decision-making process? Have your people identified who the Users, Influencers, Economic Buyers and Ultimate Decision Makers are? Can they literally tell you who they are?
- Jody Williamson