Buying Center And Social Matrix Analysis Essays Examples
Role of the members of client’s buying center
The case in hand involves 3 members representing the buying center their roles are enumerated as follows:
Firstly, the lead engineer designs the project framework and explicitly defines the processes and material requirements.
Secondly the assembly line manager utilizes raw materials to assemble together and build the final product.
Thirdly the purchase manager makes the final procurement decisions post considering recommendations put together by his lead engineer and assembly line manager.
Type of buying decision they are making and its implications
The type of buying decisions made by the client representatives and its implications are as follows:
In this case the purchase decisions are made by 3 individuals:
The reserved lead engineer who sets the foundational requisitions of the project would swiftly base her purchase decisions on immediate and apparent benefits that the electrical components can bring to her project. This is important to the firm as the detailed reference from her is a good head start.
The congenial assembly line manager good with inter-personal relations with colleagues who takes considerable time to appear to a conclusive decision would base his personal equation i.e. the impression (psychological reasons in buying process) the sales manager makes on him, before deciding upon the resources the assembly line manager would use whilst developing the project’s products . As the assembly line manager will finally consume the product on the course of the project so maintaining a likeable equation with him is important.
The purchase manager who makes the final decision for the buying house would consider the previous experience and longstanding partnership with the firm and account the feedback his brisk decision maker lead engineer and amiable but gradually resolving assembly line manager provides before evaluating and delivering his judgment. The decision made by the purchase manager is final and of most importance to the firm.
Adaptive sales strategy used with the individuals involved in the decision
In the case in hand the social metrics is of eminent importance while implementing an adaptive sales strategy for persuading the lead engineer and assembly line manager .
When one delves into the possible lifestyle and background of the 30 something lead engineer who is at the prime of her career and life it is justified that she wastes no time while quickly basing her final preferences on what product delivers maximum output. Moreover her reserved demeanor combined with strong viewpoints would require the sales manager to have completed his homework on brushing up the technical details to precisely and efficiently present the advantages of using the produce from his electrical manufacturing unit while quickly convincing her.
Secondly the assembly line manager who is forth coming and liked by all would need the sales manager to brush up his inter personal skills. The sales manager can gradually elaborate the product specifications and advantages to him while networking and intermittently sharing interpersonal topics like common hobbies, interests etc. Besides customizing and personalizing the sales approach for the assembly line manager it is important that the sales manager bridges the foundation for a long term friendly equation with him as he might have to deal with him during the course of the project when the assembly line manager is building upon the project product.
Lastly purchase manager who is the absolute authority in this case is well acquainted to the electrical manufacturer’s product quality and advantages courtesy the long partnership and would partly base his decision by evaluating the inputs given by his team members (lead engineer, assembly line manager). Being a senior colleague and decision maker he would refer to strategic decision making theories like cost benefit analysis (cost of raw material versus benefits and ROI reaped), Input Output analysis (Raw material vs Finished products) etc.. So it is important to customize the sales pitch to readily present the cost effectiveness, monetary advantages and quality, quantity benefits that can be reaped using the products of the electrical manufacturing firm. He would also be confident with the sales manager if he can showcase that he has covered and answered all queries, suggestions and specifications shared by his colleagues- lead engineer, assembly line manager.
Bizmove. n.d. 11 January 2015. <http://www.bizmove.com/skills/m8a.htm>.
Charles Lamb, Joe Hair, Carl McDaniel. Marketing. Ohio, USA: Cengage Learning, 2013.
Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker, Jr., Michael R. Williams. Sales Management: Analysis and Decision making. New York, USA: M.E Sharpe inc, 2012.