The six buying roles concept are developed in order to structure large scale sales in complex corporate environments. In a firm, a purchase depends on the person making the purchase decision as well as on the many employees concerned with improving the effectiveness and development of the operations who want to exert influence
These are the six buying roles: 1. Initiatior : identifies the need to buy a particular product or service to solve an organisational problem 2. Influencer: their views influence the buying center's buyers and deciders 3. Decider : ultimately approves all or any part of the entire buying decision -- whether to buy, what to buy, how to buy, and where to buy 4. Buyer : holds the formal authority to select the supplier and to arrange terms of condition 5. User : consumes or uses the product or service 6. Gatekeeper: controls information or access or both, to decision makers and influencers.
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