9/11/2017

Presentation Outline

Introduction

Getting at the Human Factors

Who is in the Buying Center?

Who are the Powerful Buyers?

What do they want?

How do they perceive selling companies?

Presented by: Sumeetesh Kanjani (15) | Rajeev Ranjan (37) | Dheera Varandani (60) | Ankita Jha (122) | Mansi Parekh (142) | Aakash Tyagi (163)
Team 1

Selling efforts > Marketing Efficiency Getting at the Human Factors

Few companies consider human side of selling

Human Side Selling Most companies have their businesses from a bulk of minor customers
Well planned Account Example 1: Trouble selling graphics Such buyers look out for sellers who understand their needs
execution planning
computers to potentially major Companies dont buy, people do
Combination of individual & group dynamics
customers

Substantial Mgmt.
resources attention Example 2: AT&T competing against
Still a vendor with better technology
Strategies
FAIL

Example: Buying a corporate jet The Buying Roles

Initiator
Identifies the need to buy a product
OWNERS or service

User Influencer
Consumes or uses the product or Their views influence the decision of
NON-OWNERS
service deciders and buyers

QueenFisher Beverages
Buyer Gatekeeper
Data Processing Purchasing Controls the information and access
Vice President Department Department Chief Pilot Employee (User) Narrator Makes the final purchase, arranges
Head Head for terms and conditions to decision makers and influencers.

Mr. Aakash Mr. Rajeev Ms. Mansi Mr. Ms. Ms. Ankita
Tyagi Ranjan Parekh Sumeetesh Dheera Jha Decider
Kanjani Varandani Approves all or any part of entire
buying decisions

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Example: Telecommunications system requirement The Powerful Buyers

Division Manager Vice President

Corporate Departments and VP of

Purchase Manager
data processing

Purchasing Department Division Employees

Six Behavioral Clues for Identification How do Buyers decide their Self Interest?

Find clues about where the true buying power lies
Observe communications in the buying company
Less power dislikes more power
Focus on High-power buyers
Most powerful buying-center members are not the most easily
identified or the most talkative members
No correlation between the functional area and power
Basic Rule of Motivation : All Buyers act (or try to act) selfishly, to
maximize their gains and reduce their losses.
Three Steps taken by Buyers to decide their SELF-INTEREST:
Act as if complex products or services are decomposable
into various benefits
Segment the potential benefits into categories
Ascertain that does the product serve their desired
purpose

How can sellers determine what Buyers want? How do they Perceive Us ?

Positively
Outlining the buyers motivation Understand how buyers estimate sellers by
Try to get buyers focus on benefits asking sales officials to estimate how important
Conversely, sellers can de-emphasize buyers attention on buyers judge the vendors
Negatively Positively
other benefits Sellers can record judgements of products How Buyer Sees Our Goods

Increase buyers confidence that promised benefits will be and/or people

realized Marketing efforts should focus on positively
Selling strategy needs to work WITH Buyers motivation, not predisposed buyers Negatively
How Buyer Sees Our People
AROUND them

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Gathering Psychological Intelligence Matrix for Gathering Psychological Information

Whos in
Powerful
buying
buyers and
center and
their
its power
Make Productive Listen to the Sales Emphasize priorities?
base?
Sales Call a Norm, Force Homework and
Not an Oddity Details
Specific
Perception
benefits
of
each
important
important
buyers
buyer
towards us?
wants?

Key Lessons

Influencers and decision makers arent buying centers

Computing numbers without understanding the psychology, leads

to lost sales

Sellers must understand buying and buyers must understand

selling