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

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

3. 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

4. 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

5. 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

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

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

8. 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

9. 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

10. 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

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

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

13. 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

14. 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

15. 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

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

17. 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

18. 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

19. 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

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

21. 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