How the Customer decides


Last month we defined a number of terms we will be using through this series of articles. Two additional terms are Decision Making Unit (DMU) and Decision Making Process (DMP).

“It is better to listen in order to understand than to listen in order to reply.” ~Unknown

“It is better to listen in order to understand than to listen in order to reply.” ~Unknown

The DMU identifies all of the people who will be involved in making the decision whether to buy what you are selling. The DMU includes people who are not directly involved in the decision, but who influence it because their opinion is sought and respected.

The DMP defines the steps, stages and processes the prospect uses when making a decision on a new purchase. Examples will include their rules for selecting potential suppliers, what form of response they expect from you; written proposal, response to their tender document, presentation, references, etc., how they will create a short-list, how they will make the final decision, and what criteria will be used in making that decision.

A basic rule if you want your selling efforts to be as productive and effective as possible;  ensure you understand the DMP and that you get to know the DMU at an early stage in the engagement with new prospects.

Be aware; anyone you contact at a new prospect could be a part of the DMU or may be a respected influencer.

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