The different people you market to.

Marketing to businesses requires patience and the ability to deal effectively with a variety of different people in the selling process. Here is a breakdown of the types of people you are going to encounter. Just something to keep in mind while outlining your marketing plan.

The gatekeeper. The gatekeeper’s job is to control access. Be prepared with ways to convince the gatekeeper that controlling access to the person you want to reach is actually counterproductive.

The product or service user. The user is important for determining whether your product or service meets requirements. To be effective, be prepared with technical details and facts.

The buyer. Also known as a purchasing agent, while it may seem like the buyer is focused on price, often they are looking for a demonstration of value.

The decision maker. A decision maker controls resources and expenditures even when not directly involved in the purchasing decision. For effectiveness, build a relationship built on trust.

The influencer. An influencer affects the selection process but doesn’t get to make the decision. Find out what helps them get the job done and then do it. If you can make their job/life easier, that means they’ll be more likely to use you again.