The five family decision-makers
The five family decision-makers according to Lamb, Hair, and McDaniel's in their book "Essentials of Marketing 2" are -
(1) Initiators suggest or plant the seeds for the purchase process - usually the child or parent who will see the immediate benefit (for example, playing a neat computer game) or the long-term benefit (for example, giving their kids an advantage in school and in life).
(2) Influencers are family members whose opinions are valued (perhaps the teenager who can tell whether your software runs on the family's computer).
(3) Decision-makers make the actual buying decision (usually, this would be the parent whose name is on the credit card).
(4) Purchasers are the people who will take the time to go through the order process.
(5) Consumers are the actual software users.
Sell educational and home software to all five decision-makers
Good software marketing requires that your sales message catch the attention, develop the interest, and close the sale with the entire audience.
When selling educational software into the school, there are multiple decision-makers, too: Teachers, administrators, and support staff all have a say in what site licenses are purchased. Similarly, when offering business software, you have to sell to the end user, convince the support staff that your applications are solid and stable, and make the accountants comfortable with your pricing and payment terms.
It's complicated. That's one reason software marketing is such fun. The other reason, of course, is that if you do it well, the financial results of software marketing can be very rewarding.
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