You would like to gain a corporate client for whom your solution will generate real added value. So you contact the responsible person in the client company, highlight the benefits of the cooperation and conclude the deal with the same person.
But it’s not quite that simple, is it?
In general, different people in the company have a say when it comes to acquiring and introducing a new product. In fact, on average there are seven decision-makers who play a role in the purchasing process. This is called the buying center.
However, the buying center does not necessarily consist of seven different people. Rather, there are different roles (buying personas) in the company, several of which can be performed by one person.
Sets the sales process in motion and is the first to show an interest in your solution
Uses your product regularly
Convinces others of the need for a new solution
Makes final decision about the purchase
Manages the budget
Grants final approval, which pushes the initiative forward to a higher level (usually someone at management level)
Has the possibility to prevent implementation
The typical buying center in a company consists of 6 to 10 members, and that number is increasing. The “one important” decision maker no longer exists.
64% of C-level managers have final decision-making rights. 81% of non-C-level employees also have a say.
The importance of influencers in the buying center is growing. Their role is becoming more and more influential than that of traditional decision-makers.
Once the appropriate target market has been defined, buyer centers and buyer personas enable you to identify the right target group for your product. This way, you ensure that your value proposition reaches exactly those customers you want to convince of your solution. The value matrix determines how you can best reach each buyer persona.
Make an appointment for a non-binding consultation via video call with Raul, our expert for buyer personas.
