Level 3 - What is the DMU?-L3B3

Video Transcription

Video Summary

A Decision Making Unit (DMU) is the group of people who influence a buyer’s purchase decision. It may include influencers, initiators, end users, gatekeepers, buyers/procurement, decision makers, and finance. Each role affects the sale differently: influencers advise, initiators identify needs, end users use the product, gatekeepers filter information, buyers negotiate, decision makers approve, and finance checks the business case. Salespeople must identify who is involved, understand their priorities, and tailor the solution accordingly. Not every DMU includes all roles, and one person may hold multiple roles.

Keywords

Decision Making Unit

DMU roles

purchase decision

sales process

buyer influence