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Strategic Selling ®
Personnel Selling in Complex Sales
A. Buying Influences:
E=Economic Buyer: The buying influence (person or persons) who has the “final say” and/or “veto power” in buying process. Focused on bottom line results and financial performance.
T=Technical Buyer: The buying influence (person or persons) who specifies the product or service. May be a purchasing agent, accountant, secretary or person who “qualifies” sellers and “screens” salespeople. Has the authority to say “no” but not yes. Focus on criteria, specifications.
U=User Buyer: The buying influence that will actually use product/service.
C=Coach: The buying influence that can assist/coach the seller with the customer. Will not be the agent of the seller, but will help confirm information, target solutions, advise on how selling process in going.
B. Degree of Influence (by each of the “buying influences”):
High: A high degree of influence may exist at any level, and will be a key determining factor is which buying influence will impact the sale. While this may reside with the Economic Buyer, that assumption may not be accurate. Other buying influences (technical or user buyer) may be high as well.
Medium : This degree of influence can impact the sale, but may not have the same impact as the high or low buying influence. It is important to pay attention to this degree of influence.
Low : Although this degree of influence may have little impact the sale in a significant way, this buying influence should not be ignored. In some cases, the Economic Buyer may exert this degree of influence, in which case, other buying influences should be managed carefully.
C. Modes of Buying Influence:
1. Growth: Company or organization is growing and expanding. Many problems to solve and need for sales solutions. Ready to buy, expand and solve problems.
2. Trouble: This mode indicates that a company or organization is experiencing difficulty. Perhaps profits are down, reorganizing is occurring, intense competition or significant external pressures. Has specific problems that they need help on. Be focused in your problem solving suggestions.
3. Even Keel: What problem? Every thing is fine! Not in buying mode. Resistance to change, and new products or services.
4. Over Confident: Very confident and have solved all problems! Buy?!?! Not! Unlikely to take advice or suggestions.
Resource: Strategic Selling , Miller-Heiman, Inc. Reno, Nevada (702) 827-4411
http://www.millerheiman.com/
Outline compiled by: Jasper Welch, FCMS, Durango, Colorado
Post Office Box 1405, Durango, CO 81302
E-mail: jasper@fone.net
Voice: (970) 259-1000
Fax: (970) 259-7022
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