DMU (decision making unit)

Buying decisions are rarely made by one person in an organisation. Effective selling must identify how the group of people who make a decision to buy, the DMU, is comprised.

There are a number of roles that will be taken up in a DMU - one person may take up several roles in a small DMU or several people may have one role in a larger one. It is essential to identify and address every role:

Initiators

Begin the purchase process e.g. maintenance contracts.

Users

Users of the purchased product e.g. engineers.

Deciders

Authority to select the product e.g. production managers.

Influencers

Provide information and add criteria e.g. accountants.

Buyers

Have their hands on the money e.g. purchasing.

Gatekeepers

Can block access to people in the DMU e.g. secretaries