Instructions:
Using the buying scenario from the Mediquip Case (C1), answer the questions below.
1. Fill in the chart below for the different types of buying influences. Keep in mind that some contacts might appear in more than one quadrant.
2. Determine the degree of influence for each buying influences (high, medium, low)
3. Determine the buying influence mode for each buying influence (growth, trouble, even keel, over confident)
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Economic: creates projects and authorizes/releases $$$
Professor Steinborn
University Directors
Carl Hartmann
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User(s): judges impact on job
Professor Steinborn
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Technical(s): screens out
Dr. Ruter
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Coach(es): guides me on this sale
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4. Explain why each of the above buying influences are classified in the quadrants you chose?
5. Explain/justify the response modes you chose for each of the above buying influences?
6. For buying influences in the growth mode, what positives (revenue, retention, brand awareness, etc) could Kurt Thaldorf help them to increase?
7. For buying influences in the trouble mode, what negatives (cost, waste, risk, etc) could Kurt Thaldorf help them to decrease?
8. For buying influences in the even keel or overconfident mode, what strategies could Kurt Thaldorf deploy to move them to either a growth or trouble mode?