Direct users of the product
In the Webster-Wind model, the role is call gatekeeper, literally “gatekeeper.” In Russian-language marketing, an erroneous translation has establish – “secretary”. We deliberately do not use the term “secretary”, a merging of the position and the essence of the role. An inexperience marketer begins to think that such a role in a purchasing. Center can only perform by an employee in the position of “secretary” or “assistant,” but this is not so. It is the secretary who most often simply mindlessly fights off those who want to break through to the manager, even though he can convey information. A “secretary” can call an employee who is indifferent to business problems. Passing the secretary is a basic skill of a good salesperson. But Aktion Marketing has at its disposal a technology in which it is no longer necessary to lie to secretaries and which allows you to contact decision makers and other interest parties directly .
Person influencing decision making
The decision maker, or advisor, is an employee whose opinion the decision maker listens to. The key difference between LPPR is that they not responsible for anything . An example of LPPR is former current customers who know the product or contractor Germany Phone Number List and can make a recommendation. Feedback from direct users of IT products is especially valuable. Users do not influence decision making at the highest level, but marketers should learn built relationships with them. The fact is that in the process of implementing and using the product, the end user can sabotage the business process . For example, sales staff refus to fill out a new CRM, and the product became useless.
The CEO makes claims to the vendor
There are two options: either rebuild processes for a new CRM, or look for an IT product that can adapte to current processes. This role was Hong Kong Phone Number List not in the original Webster-Wind concept; it appeare later, along with the term “innovation.” The key problem in promoting innovative products is low awareness of them as a way to solve “traditional” problems. An ally is responsible for recognizing needs in the company . He understands that something is going wrong in the business and wants to change the situation.
