What roles are distinguished in the buying center?

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Convince an entire network of your services and products
All those people involved in a procurement process form the buying center. In order to understand the dynamics of a buying center, the following questions are important:

Who exactly is involved? What interests and gambling data france motives do the individual participants pursue? How can our products and services help? How much decision-making power do the respective people have ? How do the participants interact with each other and how do they influence each other?

To determine the buying center, the participants are assigned specific "roles", personas are created and their individual challenges are identified. Then, tailored content for these personas is distributed in the appropriate channels, continuously analyzed and adapted. The goal is to build long-term trust in the network of participants and to convince them. To do this, you have to adopt different perspectives .

The size and composition of the buying center can vary greatly. It may also happen that the roles are not always assigned to different people; one person can certainly take on several roles.


The aim of the buying center is to make the most informed purchasing decision possible as a group with different perspectives and expertise. At the beginning there is the so-called initiator . The initiator determines the procurement needs and triggers a purchasing decision process.