The Interpersonal and Personal Dynamics of B2B Marketing
Politics can play a role in purchasing decisions within B2B buyers. One person in a buying unit might wield a lot of power and greatly influence the purchasing decision, but other people in the unit may resent the power he or she wields and insist on a different offering, even if it doesn't meet the company's needs. Personal factors such as the likability of a particular sales representative may also affect purchasing decisions if factors such as features, benefits, and price are relatively the same. B2B sellers can try to counteract negative interpersonal factors by successfully branding their products. In other words, they build the reputation of their product so that business buyers come to the conclusion that their products are the best choice.
The Duties of Professional Buyers
- Considering the availability of products, the reliability of the products' vendors, and the technical support they can provide.
- Studying a company's sales records and inventory levels.
- Identifying suppliers, and obtaining bids from them.
- Negotiating prices, delivery dates, and payment terms for goods and services.
- Keeping abreast of changes in the supply and demand for goods and services their firms need.
- Staying informed of the latest trends so as to anticipate consumer buying patterns.
- Determine the media (TV, the Internet, newspapers, and so forth) in which advertisements will be placed.
- Tracking advertisements in newspapers and other media to check competitors' sales activities.