The methodology identifies four particularly important roles – economic buyers, user buyers, technical buyers and coaches. In this model, the economic buyer is responsible for giving the final approval for the purchase of your product or service. This can be a single individual or – as is increasingly common nowadays – a board or a selection committee. But even when a group decision is involved, the methodology encourages us to seek out the most influential individual. The second buyer influence type is the user buyer. These are the people who will actually use (or supervise the use of) your solution. Their focus is on the job to be done, and the problem to be solved.
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