28.03.2023 - 10:40

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 buy

Question:

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.

Answers (1)
  • Furtado
    April 9, 2023 в 16:55

    As a seller of large turbine generators to power utility companies, you are likely to encounter a complex buying center within Ever-sure Utility Corporation. The buying center is a group of individuals and departments that are involved in the purchasing decision process.

    The buying center at Ever-sure Utility Corporation is likely to include several individuals and departments, including:

    1. User department: This department would be responsible for using the turbine generator to produce power for customers.

    2. Technical department: This department would be responsible for evaluating the technical specifications of the generator to ensure it meets the company's requirements.

    3. Purchasing department: This department would be responsible for negotiating and finalizing the purchase contract.

    4. Finance department: This department would be responsible for evaluating the financial aspects of the purchase, including the return on investment and the cost of capital.

    5. Senior management: This group would have the final decision-making authority and would likely be involved in the overall strategic planning of the purchase.

    To effectively market the turbine generators to the buying center, you need to tailor your message to each department's unique needs and interests. For example, the user department would be interested in the generator's reliability and ease of use, while the technical department would be interested in the generator's technical specifications and compatibility with the existing power grid.

    You can also use various marketing techniques to influence the buying center. These include:

    1. Building relationships with key decision-makers within the buying center.

    2. Offering product demonstrations and technical information to the technical department.

    3. Highlighting the financial benefits of the turbine generator, such as its long-term cost savings.

    4. Offering financing options and other incentives to the finance department.

    By understanding the buying center at Ever-sure Utility Corporation and tailoring your marketing strategy accordingly, you can increase your chances of successfully selling the turbine generators to the company.

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