The buying process of companies and organizations is formal, extensive, complex and varies across industries and companies. In order to be most effective in his selling approach, the sales person must identify the steps and procedures through which the industrial customer makes his decision, implements it and follows it up. Furthermore, the buying decision is made by several people who collectively comprise the decision making unit. Effective selling in business markets requires that salespersons gain a deep knowledge of who participates in the buying decision process. This is so because different people from different functional areas of the buying organization have different needs, motivations and beliefs that affect the buying decision making process.

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