Description
It explains the role of influencers in the industrial marketing environment. Who are the key influencers and what are the advantages & disadvantages of key influencers.
Buying Centre in Industrial Marketing Organizations
? Initiators ? Buyers ? Users
? Influencers
? Deciders ? Gatekeepers
Influencers
? Influencers: Individuals that influence the buying decisions
in a B2B organization ? Generally technical people have a substantial role E.g. design engineers, quality control engineers ? Sometimes people from outside the organization can also act as influencers E.g. experts/ consultants
? Influencers for an industrial purchase can be: ? Sales Representatives of different companies ? Senior people in Purchase Department ? Repute of the company
The Industrial Marketing environment: Influencer perspective
Sales Representatives
? They try to sell their product during the discussions.
Selling doesn’t stop at quotations and pricing but also depends on the relationship and benefits of the product that the sales rep is able to communicate to the client ? Sales Rep’s knowledge, experience, personality and training play an important role to influence the purchase ? Rep’s abilities:
? Judge from the response of the client ? Understand the client himself ? Laying out benefits for the client in open
Discussion on Benefits
? Relationship Marketing is important ? Financial Benefits ? Social Benefits ? Structural Ties ? Ease of managing customers’ customers
? These features act as big influencers on the client
Key Influencers
Top Management People
Advantages
High value capital equipment required
Disadvantages
Not aware of the technical parts
Makes faster decisions
Saves a lot of time and paper work
May not be aware of the operational requirements
Technical Personnel
They are involved in product specifications
May have to wait to get the approval from the top management Time consuming to find the right supplier
Negotiators with the suppliers
They do a lot of research before choosing a supplier
Key influencers
Buyers/ Purchasers
Advantages
Coordinator among the various departments Keeping good relations with the suppliers and the members of the organization
Disadvantages
They are blamed for any mistakes happening Very tough to keep everyone happy, as everyone has different concerns
Accounts/Finance Personnel
Provides with various modes of payment
More concern about cost cutting Always under pressure from the top management to reduce costs Limited funds
Marketing People
Marketing people think from customers point of view
They don’t think from the operations point of view
Methods used
? Internet
? Industrial Publications – Magazines ? Trade-shows, seminars
? Company-branded stationary
? Good CRM system ? Cold-calling ? Catalog, Brochure
The Decision Making Process
Thank You
doc_318419229.pptx
It explains the role of influencers in the industrial marketing environment. Who are the key influencers and what are the advantages & disadvantages of key influencers.
Buying Centre in Industrial Marketing Organizations
? Initiators ? Buyers ? Users
? Influencers
? Deciders ? Gatekeepers
Influencers
? Influencers: Individuals that influence the buying decisions
in a B2B organization ? Generally technical people have a substantial role E.g. design engineers, quality control engineers ? Sometimes people from outside the organization can also act as influencers E.g. experts/ consultants
? Influencers for an industrial purchase can be: ? Sales Representatives of different companies ? Senior people in Purchase Department ? Repute of the company
The Industrial Marketing environment: Influencer perspective
Sales Representatives
? They try to sell their product during the discussions.
Selling doesn’t stop at quotations and pricing but also depends on the relationship and benefits of the product that the sales rep is able to communicate to the client ? Sales Rep’s knowledge, experience, personality and training play an important role to influence the purchase ? Rep’s abilities:
? Judge from the response of the client ? Understand the client himself ? Laying out benefits for the client in open
Discussion on Benefits
? Relationship Marketing is important ? Financial Benefits ? Social Benefits ? Structural Ties ? Ease of managing customers’ customers
? These features act as big influencers on the client
Key Influencers
Top Management People
Advantages
High value capital equipment required
Disadvantages
Not aware of the technical parts
Makes faster decisions
Saves a lot of time and paper work
May not be aware of the operational requirements
Technical Personnel
They are involved in product specifications
May have to wait to get the approval from the top management Time consuming to find the right supplier
Negotiators with the suppliers
They do a lot of research before choosing a supplier
Key influencers
Buyers/ Purchasers
Advantages
Coordinator among the various departments Keeping good relations with the suppliers and the members of the organization
Disadvantages
They are blamed for any mistakes happening Very tough to keep everyone happy, as everyone has different concerns
Accounts/Finance Personnel
Provides with various modes of payment
More concern about cost cutting Always under pressure from the top management to reduce costs Limited funds
Marketing People
Marketing people think from customers point of view
They don’t think from the operations point of view
Methods used
? Internet
? Industrial Publications – Magazines ? Trade-shows, seminars
? Company-branded stationary
? Good CRM system ? Cold-calling ? Catalog, Brochure
The Decision Making Process
Thank You
doc_318419229.pptx