Key Buyer Roles in our B2B Sales Process

In any B2B sales process, the individuals you first approach may not be the only ones involved when it comes to finalising a deal. Below is an overview of the key buyer roles typically encountered, along with their primary concerns and how best to engage with them. Understanding these roles and their interests helps you minimise surprises, improve communication, and speed up the sales cycle.

1. Decision-Maker

  • Focus: Final authority on whether to purchase.

  • Role:

    • Ultimate gatekeeper of the sale.

    • May or may not also be the economic buyer.

  • Sales Approach:

    • If possible, engage them directly early on.

    • If not, equip champions and influencers with materials to present on your behalf.

2. Champion

  • Focus: Advocates passionately for your solution internally.

  • Role:

    • Helps move the sale forward but lacks formal authority to conclude it alone.

    • Needs support and resources to promote your solution to decision-makers.

  • Sales Approach:

    • Provide training, data, and collateral they can use to build a compelling internal case.

3. Influencer

  • Focus: Can sway internal opinions but may not be as invested as a champion.

  • Role:

    • Has the power to influence decision-makers or other stakeholders.

    • May need more convincing before they fully back your solution.

  • Sales Approach:

    • Demonstrate the benefits tailored to their particular concerns.

    • Secure their support early to strengthen your position with senior stakeholders.

4. End-User

  • Focus: Actual usage and practical day-to-day implications.

  • Role:

    • May not have formal decision-making authority.

    • Collective feedback from end-users can strongly affect purchasing decisions.

  • Sales Approach:

    • Show ease of use and tangible benefits.

    • Gather and leverage positive user feedback to influence decision-makers.

5. Blocker

  • Focus: Preventing or delaying the deal, often due to conflicting goals or scepticism.

  • Role:

    • Can halt progress if they believe your product poses risks or does not align with existing systems.

  • Sales Approach:

    • Identify potential blockers early and explore their objections.

    • Address concerns with tailored information or demonstrations to mitigate perceived risks.

6. Executive Sponsor

  • Focus: A senior leader who might champion or influence, but is not the official decision-maker.

  • Role:

    • Can facilitate initial introductions.

    • May also become a blocker if not aligned with the deal’s direction.

  • Sales Approach:

    • Use their executive perspective to gain insights into corporate strategy.

    • Avoid over-reliance on executive sponsorship alone; ensure broader stakeholder buy-in.

Key Takeaway

Identifying and understanding the roles each stakeholder plays in the buying process is essential for effectively managing your sales cycle. By anticipating who will be involved—from technical experts to budget controllers—you can tailor your approach to address their unique concerns and priorities. This strategy minimises surprises, reduces potential roadblocks, and ultimately helps close deals faster.