Roles in the purchasing center

According to the Webster-Wind mode. The same employee or top manager enters different purchasing centers at the same time, and in different roles. In small companies (individual entrepreneurs, microenterprises), the owner, for example, combines several roles at once. In this sense, the differences in marketing for individual entrepreneurs and B2C are erased. So, let’s name the possible roles of purchasing center participants. Decision maker (DM) As practice shows, many marketers have an erroneous or vague idea of ​​who it is. The decision maker, as a key role in the purchasing center, is the employee who is responsible for product selection .

The CEO of a company instructed the marketing director

For example, t to select a marketing agency for promotion. The marketing director will become the decision maker. Gain access to your audience of decision makers from a database of 15 million contacts collected over the 28-year history of the Aktion Venezuela Phone Number List holding. Buyer The buyer is the one who signs the contract and is responsible for fulfilling the obligations. If it is the CEO, the final decision always remains with him. But if he entrusted the right to sign the contract to the marketing director, the latter will combine both roles – decision-maker and buyer. Important! The right to sign in itself does not give the status of a buyer; sometimes it is just a formality.

“Transceiver” or “Secretary”

The transaction usually follows two scenarios: the company has realized the problem and is actively looking for a counterparty; the organization does not recognize the problem and does not know about the alternative. In the first case, a dedicated employee German Phone Number will receive the task of creating a pool of contractors, from which the decision maker will subsequently select a partner. In the second, the seller will try to communicate with the decision maker through someone, talk about the problem, and offer an alternative. This someone is called a transceiver. This role is often confused with the decision maker, although in reality he only transmits messages from the seller to colleagues (including the decision maker) , and also receives and processes commercial proposals by mail, and structures information. Usually this is a subordinate of the decision maker.