Step 12: Determine the Customer’s Decision-Making Unit

Outline Overview Primary Roles Additional Roles How to Determine DMU Workshop November 15, 2018

Who makes ultimate decision to purchase your product? Overview Who makes ultimate decision to purchase your product? Who will advocate for purchase? Who will influence the decision? November 15, 2018

And that your offering is unique Overview At this point, your team should be confident that Persona will get value from your product And that your offering is unique Now- need to gain confidence that Persona and Next 10 Customers can buy product Purchasing is rarely simple Often multiple people involved November 15, 2018

Some people will actively approve or block Overview To sell product, need to identify all people involved with decision to purchase for End User Some people will actively approve or block Others present opinions that can sway November 15, 2018

Outline Overview Primary Roles Additional Roles How to Determine DMU Workshop November 15, 2018

Primary Economic Buyer Primary Roles Champion End User Primary Economic Buyer November 15, 2018

Not necessarily end user Multiple people can play this role Primary Roles Champion - Aka “advocate” Not necessarily end user Multiple people can play this role “straw that stirs the drink” November 15, 2018

Person who will actually use end product Hopefully champion as well Primary Roles End User Person who will actually use end product Hopefully champion as well May play significant role in purchasing November 15, 2018

Primary Economic Buyer Primary decision maker Signs off on spending Primary Roles Primary Economic Buyer Primary decision maker Signs off on spending Person who controls budget November 15, 2018

Outline Overview Primary Roles Additional Roles How to Determine DMU Workshop November 15, 2018

Purchasing Department Additional Roles Influencers Person with Veto Power Purchasing Department November 15, 2018

Have depth of experience Additional Roles Influencers Primary and secondary Have depth of experience Can influence DMU, including champion and end user Can have actual or de facto veto power Examples: media publications, journalists, contractors, friends, family, industry groups, websites, blogs Anyone primary economic buyer turns to for info / feedback November 15, 2018

Often outranks champion or end user E.g., IT department and software Additional Roles Person with Veto Power Often outranks champion or end user E.g., IT department and software November 15, 2018

Purchasing Department Handles logistics of purchase Additional Roles Purchasing Department Handles logistics of purchase Can be another obstacle.. often looks to decrease costs November 15, 2018

Outline Overview Primary Roles Additional Roles How to Determine DMU Workshop November 15, 2018

Great place to start (more later) How to Determine DMU Understanding DMU is critical to determine how to develop, position, and sell product Find out what resources, skills, and time needed for new customer to get product Great place to start (more later) November 15, 2018

Work in inquiry (not advocacy) mode How to Determine DMU Work in inquiry (not advocacy) mode Ask Persona if you can “bring product in” Who is involved in decision? Budget? Influence? Veto power? November 15, 2018

If Advocate or Primary Economic Buyer are not your Persona… How to Determine DMU If Advocate or Primary Economic Buyer are not your Persona… Need to create new profiles for each one Need to figure out their priorities.. Plot this information visually How to get product to end user? Persona must verify.. November 15, 2018

Outline Overview Primary Roles Additional Roles How to Determine DMU Workshop November 15, 2018

Having “best” product isn’t enough to win market Workshop Having “best” product isn’t enough to win market No value unless end user gets it Need to understand DMU.. WORKSHEET: Determine Decision-Making Unit Build profiles for champion, economic buyer Even if same person, make separate profiles (different needs) November 15, 2018