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Jerry is one of George s best customers. Jerry tells George that if he buys a new machine for his production line they can do

Jerry is one of George

s best customers. Jerry tells George that if he buys a new machine for his production line they can do twice as much business together. George decides to purchase the machine based on Jerry

s recommendation. What role is Jerry playing in the buying process?

user

initiator

influencer

gatekeeper

decider

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