Influencers provide information for evaluating alternatives. Gatekeepers manage the flow of information to buying center members. Deciders actually make the buying decision. Buyers are responsible for placing the purchase order. The buying situation, the perceived risk, and the actions of all buying center participants can affect a supplier's chances of being considered.
Marketers often have difficulty determining who is playing which buying role.
Many organizations are searching for ways to slice time and costs from the buying process. Some organizations prepare for major purchases by assembling buying teams composed of people from purchasing, manufacturing, quality assurance, sales, and other groups that have a stake in the purchase. The team approach allows a company to gather information and evaluate alternatives more quickly. Teams also build commitment among the various departments. Having a buying team of their own helps marketers sell to customers with similar teams.