April 2022
Beginner to intermediate
272 pages
6h 31m
English
The buying center is the term that designates all the people who are involved in the process and decision to purchase a product or service in a B2B context. Not all companies have a purchasing or procurement department, but every B2B purchasing process involves a buying center. This buying center can be limited to one person in the simplest situations or for the purchase of specific services, or it can include many people for more complex purchasing situations.
The buying center is made up of people with specific roles in the buying process and often different expectations towards the provider and its offering. The following main roles are usually distinguished: