- Who are the various members of the buying center that Larry should take time to get to know? What role or roles within the buying center is each person filling?
Buyer-The National Agri-Products Company.
Initiators-Vicki was the initiator as she was the one who noted that quality equipment would be needed to produce high-quality corn syrup.
Deciders- Sue was the decider. She was to get the equipment specifications from Vicki and authorize the acquisition of new equipment.
Controller-Greg was a controller. His main concern was production of the corn syrup in an efficient manner and making sure that his maintenance people could “keep the stuff running”.
Influencer- Vijay Sethi was an influencer. He was the one Sue called as she had no experience buying equipment to produce corn syrup.
- What are the primary needs of each member of the buying center? How much influence do you expect each member of the buying center will have on the final decision?
The primary needs of the buyers are to obtain equipment that meets their corn syrup production needs. The influencer wants to make sure that the buyer obtains quality equipment. The controller wants to assurance on the cost-benefit of the intended acquisition. While the initiators want to makes sure that their ideas are implemented for the benefit of the company. The seller ultimately wants to make profits and obtain a loyal customer.
- Discuss the buying process being followed by National Agri-products Company. How does this buying process differ from that discussed in the chapter? At what stage of the buying process is it most beneficial for Larry to get involved?
The buying process followed by the National Agri-Prroducts Company is a modified buy. This is because the company was intending to buy the corn syrup production equipment for a complete expansion of its Humboldt plant. Prior to this intended purchase, the company had been producing corn syrup in another facility within the company. While the buying process discussed in the chapter was a straight buy in which a product is purchased without technical specification and in most for the first time the purchase by National Agri-products Company is different as it is intended to be a modification of a current product. The most beneficial stage for Larry to get involved is when the National Agri-products Company has arrived at the final technical specifications of the product it wants. At this stage Larry will present his company as being totally capable of supplying that equipment and prove it exhaustively while bargaining to obtain the contract to supply such equipment.
References
Study Notes on “Key selling skills-How to Sell” by Dr. Riggs
