You work for Siemens Power Generation Systems and are responsible for the sale of large, expensive ($2 to $5 million) turbine generators to power utility companies. You have been contacted by Ever-sure Utility Corporation in Anytown, USA.
Identify the buying center you are likely to find inside the company and how you would market the generators to the buying center group.
The buying center should be composed of initiator, gatekeeper and decider. This is to ensure that both users and influencers are a part of the buying center. The turbine generators should be mrketed to the buying center group in a manner that appeals the power utility companies based on the type of services they will be providing. The target market consists of similar companies and typically the set of suppliers is also very narrow for these type of products. Hence it is very important to pitch for a long lasting relationship by providing long term preferential terms to the buying center group.
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