Module 6 • Types of selling


• It lowers the risk involved. • It ensures that the investment meets with the expected business growth as set out by the business’s strategic plan.


• To protect the company’s brand (a bad decision can have a negative impact on the business brand).


• Complexity of the task: buying some products like Information Technology requires the input from various experts.


• It maintains competitiveness.


Many times, a salesperson does not get the chance to give his presentation to the whole buying team but only to two or three members of the buying team. In such cases, the salesperson must put an information pack together that could be given to the members who couldn’t attend the presentation.


It is important to realise that the most influential member of the buying team cannot necessarily be determined by comparing the organisational rank of committee members. For example, past product-related experience, technical expertise etc. from an engineer can be an influencer.


3. Roles of the buying team


• Users – The person(s) who will in fact use the product when it is received.


– May have anywhere from minor to extremely important influence on the purchase decision.


– Sometimes assist with purchasing specifications and evaluate different products/brand names.


– Plays an important role in the feedback and evaluation of the performance of the product.


• Initiators – This person(s) is first to recognise a need/problem. – Requests the order/purchase of a product. – The initiator starts the purchasing process.


• Influencers – Direct or indirect influence on purchasing decision. – Establish the specifications. – Set buying specifications for specific product. Evaluates competitors’ products and recommends potential supplier of product


– This role can sometimes be filled by an expert outside of the business.


• Final decision makers – Make the actual buying decision of product and supplier. – Carry a lot of weight (authority), not necessarily part of top management. – For straight re-buy, buyers can also fulfill the role of decider. – For unique, important and expensive products, top management is normally the final decision makers.


• Buyers – Select suppliers – Sign contracts.


NOTE


A person can fulfill more than one role, for example, be a user and an influencer.


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