A purchasing decision unit or purchasing decision maker can be defined as the set of people within an organization who are involved in a purchasing process and, to a greater or lesser extent, have influence or decision-making capacity over the product or solution to be incorporated.
It all depends on the type of product or uruguay phone number library service we intend to market, but normally in B2B companies the sales cycles meet two conditions :
They are relatively long
More than one person is involved and probably at different stages.
If we sell, for example, industrial machinery , professional profiles such as the CEO, the plant manager, the production manager, the quality manager, the maintenance manager or even the operators themselves may be involved in the purchasing decision .
The level of responsibility and influence on the final decision is not homogeneous and not everyone is involved in the same stage of the sales cycle. For example, if operators have some level of influence, it will certainly not be decisive in the initial phase of the sale but rather at a very advanced stage. Another example, if the financial director is the one who gives the final approval to a transaction, he will also be involved at a very advanced stage.
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Why is it important to define it well?
It is very common for a company's sales force to identify a buyer persona linked to a business opportunity and overestimate the decision-making capacity of that profile, ruling out commercial action on other profiles within the company that also play a role in decision-making.
This buyer persona is probably the one who