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Fordham Hardware is known for its consensus buying center culture. Recognizing this corporate culture, someone attempting to sell to Fordham Hardware shouldA. focus exclusively on the head of the buying center.B. address the concerns of all members of the buying center with particular attention to those of the decision maker.C. focus on providing information to and making the sales approach to the one decision maker.D. attempt to facilitate the collective agreement of all members of the buying center.E. attempt to get one "friend" on the committee to support his products.

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Answer:

The answer is: D) attempt to facilitate the collective agreement of all members of the buying center.

Explanation:

In a consensus buying center all members of the buying team have to reach a collective agreement before they can support a particular purchase. Some of the benefits of adopting a consensus buying center culture are:

  • risks are reduced: specially when buying complicated or very technical goods or services.
  • extreme options can be avoided.
  • encourages input from different employees participating in the buying center
  • purchasing decisions are better accepted when a consensus was made rather than when someone imposes them

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