Deciders
The decider13 is the person who makes the final
purchasing decision. The decider might or might not be
the purchasing manager. Purchasing managers are
generally solely responsible for deciding upon routine
purchases and small purchases. However, the decision
to purchase a large, expensive product that will have a
major impact on a company is likely to be made by or
with the help of other people in the organization,
perhaps even the CEO. The decision may be made by a
single decider, or there may be a few who reach
consensus. Further, deciders take into account the input
of all of the other participants: the users, influencers, and so forth. Sellers, of
course, pay special attention to what deciders want. “Who makes the buying
decision?” is a key question B2B sales and marketing personnel are trained to
quickly ask potential customers.