What is a buying center?
A buying center refers to all decision-makers in a client company who are relevant to a deal. Buying centers are mainly found in larger companies with several contacts for a budget decision. This makes acquisition and sales more difficult, as you not only have to inspire and convince one person, but also interact with a large number of different people.
How do you deal with a buying center?
To prepare for dealing with a buying center, it is helpful to have the participants named in advance of a meeting so that you can address all decision-makers individually. Researching the respective contact persons (if possible) increases the chances of being able to approach advocates during the meeting who will strengthen you and your position in the meeting.
Further references:
https://de.wikipedia.org/wiki/Buying_Center
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