Who controls the flow of information in the buying process
the user
the influencer
the decider
the gatekeeper
The gatekeeper controls the flow of information in the buying process. This individual or group has the authority to either allow or restrict the information that reaches the other parties involved in the process, such as the user, the influencer, and the decider. The gatekeeper may be in a position of power within an organization and can influence the decisions made during the buying process.
The flow of information in the buying process can be controlled by multiple parties depending on the specific context. Here are the roles typically involved in the buying process and their influence on information flow:
1. User: The user is the individual who will ultimately use or benefit from the product or service being purchased. They may actively seek out information, such as conducting online research or seeking recommendations from peers, to make informed decisions about the purchase.
2. Influencer: Influencers can play a significant role in shaping the buyer's perception and decision-making process. Influencers can be anyone who has a direct or indirect impact on the buyer's decision, such as industry experts, bloggers, celebrities, or friends and family members.
3. Decider: The decider is the person or group with the authority to make the final purchasing decision. They have the power to approve or reject the purchase based on various factors, including information received from users and influencers.
4. Gatekeeper: The gatekeeper is responsible for controlling the flow of information and deciding what information is shared with the buyer. This role is typically held by individuals who manage and filter information, such as purchasing managers, administrative assistants, or consultants. Gatekeepers can control access to information and limit the buyer's exposure to specific messages or sources.
It's important to note that the influence and control over information flow may vary depending on the specific buying process and the dynamics within an organization or individual decision-making structure.
In the buying process, there are typically several key roles involved in the flow of information. These roles include the user, the influencer, the decider, and the gatekeeper.
The user refers to the individual or individuals who will actually be using the product or service being considered for purchase. They play a crucial role because they have specific needs and preferences that need to be addressed by the available options.
The influencer is someone who can directly or indirectly impact the decision-making process. This could be a colleague, a friend, a family member, or even an industry expert whose opinion holds weight. Influencers can shape perceptions, provide recommendations, and influence the ultimate decision.
The decider is the person or group responsible for making the final purchasing decision. They have the authority and power to approve or reject a purchase. Deciders often consider a variety of factors, including the needs of the users and the input from influencers.
The gatekeeper is a role that controls the flow of information and restricts access to decision-makers. They might control resources, such as budget or approval processes, and have the power to filter information or communication to the decision-makers. Gatekeepers can be individuals or departments like procurement or finance.
While all these roles play a part in the flow of information during the buying process, it is the gatekeeper who has control over the information. They have the ability to manage what information reaches the decision-maker and can have a significant impact on the final decision. It is important for sellers and marketers to understand and engage with gatekeepers to effectively reach decision-makers and influence their decisions.