Via Houston Chronicle: “Because an organizational buyer typically makes large-scale purchase decisions, the organizational buyer will use a different evaluation of risk versus reward than the evaluation used by a typical consumer.” From http://smallbusiness.chron.com/marketing-organizational-buyers-marketing-strategies-13123.html
Points:
- “In general, organizational buyers tend to take fewer risks than a typical consumer.”
- “…when dealing with organizational buyers, the wholesaler or manufacturer has to recognize that several people may ultimately make the final purchasing decision. Thus, rather than producing a catchy commercial or putting a flashy ad in a magazine to appeal to a typical consumer, the wholesaler or manufacturer will typically put together a formal proposal to present to a team of buyers.”
- “Whereas traditional marketing directly to consumers typically follows a standardized set of rules and protocols, selling to an organizational buyer requires a great deal of flexibility.”
