Decision Making Unit (DMU)
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Different roles in the DMU are:
- Users
- Buyer
- Decider
- Gatekeeper
- Gatekeepers can say "no" but they cannot say "yes"
- Influencer
A special role at the customer is the 'coach. Who is the person that:
- Wants you to win
- Helps/Guides you through the opportunity
- Has credibility with the other buying influencer
- Is part of the decision making unit
- Can be more than one person
The DMU can perceive your offering in the following ways:
You can use the following rating scheme to assess each member in the DMU:
| Rating | Verbal indication |
|---|---|
| 5 | Advocate |
| 4 | Strongly supportive |
| 3 | Supportive |
| 2 | Interested |
| 1 | Will go along |
| Probably won't resist | |
| Uninterested | |
| Negative | |
| Very negative | |
| Anti sponsor |
