Page 98 - Writing Winning Business Proposals
P. 98
Analyzing the Buyers 89
impact the project will have on the organization. Figure 6.1, briefly summarized
and adapted, is Miller and Heiman’s description of the economic buyer.
I have played the role of economic buyer, and I have also been a user buyer (see
Figure 6.2), focusing primarily on the project’s potential day-to-day effect on my
;OL ,JVUVTPJ )\`LY»Z 9VSL! ;V NP]L ÄUHS HWWYV]HS [V I\`
*VUJLYULK ^P[O IV[[VT SPUL HUK V]LYHSS PTWHJ[ VU [OL
VYNHUPaH[PVU -VY L_HTWSL!
-VJ\Z :[YH[LNPJ WVZP[PVU 7YVÄ[HIPSP[`
*VTWL[P[P]LULZZ 7YVK\J[P]P[`
4HYRL[ NYV^[O )\KNL[ Ä[
*HZO ÅV^ 4LL[PUN IYVHKLY I\ZPULZZ NVHSZ
6US` VUL WLY ZHSL I\[ TH` IL VUL ZL[ VM WLVWSL Z\JO
5\TILY HZ H IVHYK VY H JVTTP[[LL" PM ZV [Y` [V KL[LYTPUL ¸[OL
ÄYZ[ HTVUN LX\HSZ¹
/HZ KPZJYL[PVUHY` \ZL VM M\UKZ
*OHYHJ[LYPZ[PJZ *HU YLSLHZL [OVZL TVUPLZ
/HZ ]L[V WV^LY
7YPTHY` ¸>OH[ ^PSS IL [OL V]LYHSS WLYMVYTHUJL PTWYV]LTLU[
8\LZ[PVU HUK YL[\YU VU [OPZ PU]LZ[TLU[&¹
FIGURE 6.1 The economic buyer
FIGURE 6.1 T he ec onomic bu y e r
;OL <ZLY )\`LY»Z 9VSL! ;V Q\KNL [OL PTWHJ[ VM VWLYH[PVUHS
WLYMVYTHUJL
6IQLJ[P]LZ HUK HKLX\HJ` VM WYVWVZLK HWWYVHJO
-VJ\Z
7V[LU[PHS LMMLJ[Z VU [OL I\`LYZ» VYNHUPaH[PVUHS \UP[
5\TILY 6M[LU ZL]LYHS
>PSS IL KPYLJ[S` HMMLJ[LK I` [OL WYVQLJ[
>PSS VM[LU OH]L H Z\IQLJ[P]L YLZWVUZL [V [OL
*OHYHJ[LYPZ[PJZ WYVWVZHS
0Z ]LY` PTWVY[HU[ MVY PTWSLTLU[H[PVU HUK MVY
JVU[PU\PUN YLSH[PVUZOPWZ
7YPTHY` ¸/V^ ^PSS [OL WYVQLJ[ HMMLJ[ T` QVI HUK [OVZL 0
8\LZ[PVU THUHNL&¹
6.2
FIGURE 6.2 The user buyer r
FIGURE
T
y
e
he user bu
