战略营销中采购影响者的角色.pptVIP

Buyer Roles Cheryl Geisler Lecture 10 Methods Problem Buyer Roles The Relationship Not just logic I want to work with you I trust you to deal with my uncertainty Buyer Roles economic buyer user buyer technical buyer coach ratifier client Economic Buyer resource control veto power concern for performance impact and goals Appeals to the Economic Buyer strategic position competitiveness market growth cash flow profitability productivity business goals User Buyer responsible for area of project’s day to day impact can sabotage subsequent projects can hinder acceptance implementation Appeals to the User Buyer practicality ease effects on organization Technical Buyer acts as gatekeeper judges technical merit can say no, but not yes Appeals to the Technical Buyer match to specs adequacy of technical solution Coach arranges introductions identifies buyers elaborates on criteria provides advice can act as champion Appeals to the Coach visibility gratitude credit further agenda Ratifier consulted by economic buyer for approval Appeals to the Ratifier fit with broader goals concern about managing conflicts Client The recipient of the benefits of the proposed work often mentioned, often not consulted one of the primary concerns of the user buyer Appeals to the Client Value-added to client goals vision of the client according to the user “buyer” often the “problem” or “problematics” The “Complex Sale” views of the situation vary by role degree of pain varies by role benefits vary by role The Fulcrum Defined Results Fulcrum: The CMU Example Defined Results Baseline Logic for Client Client: Students Baseline Logic for Technical Buyer Technical Buyer: Advisors Baseline Logic for Ratifier Ratifier: University Baseline Logic for Economic Buyer Economic Buyer: VP of Ed Baseline Logic for User Buyer User Buyer: Departments Baseline Logic for Special User Buyer User Buyer: SDS Department Link to Choices on Methods For Students The CMU Example For Advisors The CMU Example For