Since Wilson sells its walkie-talkies only to businesses, it needs to

QUESTION

Since Wilson sells its walkie-talkies only to businesses, it needs to take into account factors that affect business buying centers, such as organizational influences and individual factors.

Two salespeople for Wilson are arguing over which set of factors is more important to consider when making a sale. Bill argues that organizational influences such as company goals and operating environment are more important. Aubrey argues that individual factors of the buyer are more important. Which of the following statements, if true, supports Bill’s stand for organizational influences?
A) Company V has liquid assets and a firm financial standing even during the economic downturn. It determines it can afford to buy new equipment like Wilson walkie-talkies in order to upgrade its manufacturing process.
B) Kirk, the buyer for Company W, cannot stand Bill, and therefore refuses to buy any Wilson walkie-talkies from him. However, he will order them from Aubrey.
C) Carl authorizes purchases for Company X, but is very concerned about making a large purchase without the input of his CEO.
D) The buyer at Company Y is motivated to advance his career as quickly as possible. Therefore, he completes a thorough research project on Wilson walkie-talkies—he compares other available walkie-talkies, researches price comparisons, and analyzes their use in his company.
E) Company Z has never purchased Wilson walkie-talkies because the secretary has never passed along the information from any of the sales calls made by Wilson reps.

ANSWER

Answer: A
Explanation: A) Choice A is the only answer that supports Bill’s argument for the importance of organizational influences on sales. The finances of the company, along with its goals and operating environment, are all organizational influences. Choices B, C, D, and E are all examples of individual influences on business buying centers, and thus would more accurately support Aubrey’s argument. Personality, roles, motivation, level of power, risk, level of involvement, and personal objectives are types of individual influence.