Who really decides in B2B buying?
Who really decides in B2B buying? — what studies show, and what they don't.
The research
Webster and Wind (1972, Journal of Marketing) describe the buying centre of users, influencers, buyers, deciders and gatekeepers.
The limit
Older conceptual model. (our executive and employee training programmes)
Practical check in Fribourg
Map the five roles for each major deal and check you have a contact for each. To go further: explore the High-Value Selling training in Fribourg, or browse our executive and employee training programmes in Switzerland.
In pictures: High-Value Selling in Fribourg
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