He could use this to figure out who he should be directing most of attention to and who is actually making the final purchasing decision. Exhibit one shows the different buying center roles and who is actually the final decision maker. This exhibit also shows Rob what each person at Northern Paper’s position is in the buying process and how much they effect the final decision Recommendation 2 The second recommendation for Rob Allison is to specifically target the finance department of Northern Papers. Since Boise Automation was more expensive than its competitors they must show the finance department that the extra money is worth it. They needed to propose a compelling value proposition in order to command the high price premium. If Boise were to target the finance department of Northern Papers specifically they could show the advantages of having better technology and how it will benefit them financially. Recommendation 3 The third recommendation for Rob Allison is to be considerate of customer needs. Multiple time times they were told by Northern Papers that they were looking to replace their existing system that was uneconomical with a modified rebuy.
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- Spring '14
- Decision Making, Boise Automation, Rob Allison, Northern Papers