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Understanding the Buying Decision Making Unit

Added 26th of November 2007

Introduction
It is important to understand how a customer makes a buying decision, the different types of buyers and to ensure that our selling effort and execution match our customer’s needs and processes. The Buying Decision Making Unit (BDMU) is made up of the advocate (helps and advises, guides the sale), economic buyer (has the budget and releases it), user buyer (judges the impact on their job) and the technical buyer (screens out against specific criteria). One person may play multiple roles but it is essential that you can identify all the buying influences.
Top Tips
• To find the economic buyer ask ‘who has the final authority to release the money to buy?’
• To find the user buyer ask ‘who will personally use or supervise the use of my product?’
• To find the technical buyer ask ‘who will make judgements about the specifications of my products/services as a way of screening?’
• To find the advocate ask ‘who can guide me in this sale?’
• Not all influencers are equally important – someone with low credibility within their organisation will have less importance.
• Some people have a major influence and require special attention, particularly in small businesses.
• The priority and effort placed in engaging with each member of the BDMU should be determined by their level of influence.
• Don’t keep hammering away to try to make a contact with a decision influencer who is not interested in meeting you – it weakens your position.
• Use the good and positive relationships you have to open the door.
• Don’t ignore information you don’t have or relationships that are not in place.

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Article written by a www.sales-development-zone.co.uk operative.

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