The different kinds of buyers

Know who you're dealing with.

The Champion

The Champion is a B2B salesperson's best friend. They are enthusiastic about your product or service and actively advocate for it within their organization. Champions believe in the value your offering brings and work diligently to rally support from other stakeholders. As a sales professional, nurturing this relationship is essential as a strong Champion can be a powerful ally in advancing the sales process.

Tips for engaging with a Champion:

Keep them informed: Share product updates and success stories regularly to fuel their enthusiasm.
Empower them with resources: Provide materials that help them persuade other decision-makers.
Acknowledge their efforts: Publicly recognize and appreciate their support to strengthen the partnership.

The Influencer

Influencers wield significant power within the organization, as their opinions can sway the final decision. They might not have the ultimate authority to approve a purchase, but their insight is valued and sought after by other stakeholders. Sales professionals must approach Influencers with care and respect, understanding that winning them over can be a stepping stone towards gaining broader acceptance.

Tips for engaging with an Influencer:

Personalize your approach: Understand their specific needs and concerns, tailoring your pitch accordingly.
Provide data-driven insights: Influencers appreciate well-researched information to support their recommendations.
Collaborate and seek advice: Involve them in the decision-making process, making them feel valued and respected.

The Coach

A Coach is an internal resource who assists you throughout the sales process. They have an in-depth understanding of their organization's needs, challenges, and priorities. While they might not be directly involved in the final decision, their guidance and knowledge can prove invaluable in navigating the internal dynamics.

Tips for engaging with a Coach:

Build a strong rapport: Establish a relationship based on trust and open communication.
Seek their guidance: Leverage their expertise to better understand the organization's pain points and priorities.
Keep them updated: Ensure they are well-informed about the progress and any changes in the sales process.

The Decision Maker

The Decision Maker holds the ultimate authority to approve or reject a purchase. Convincing them is often the primary goal of B2B sales. Decision Makers may include executives, managers, or board members, depending on the organization's structure. They are results-oriented and concerned about the impact of the purchase on their company's goals.

Tips for engaging with a Decision Maker:

Focus on value: Clearly articulate how your offering aligns with their strategic objectives and delivers tangible benefits.
Be concise and persuasive: Present a compelling case that addresses their specific pain points and challenges.
Be prepared for objections: Anticipate potential concerns and have well-researched answers ready.

The Cheerleader

The Cheerleader is an enthusiastic supporter of your company and its offerings. They might not have a direct role in the decision-making process, but their positive attitude can influence others around them. Engaging with Cheerleaders can amplify your brand message and create a positive buzz within the organization.

Tips for engaging with a Cheerleader:

Foster a relationship: Keep in touch with them, as their enthusiasm can be contagious.
Encourage them to share their experience: Testimonials and referrals from Cheerleaders can be powerful in building trust with other stakeholders.
Show appreciation: Acknowledge their support and loyalty to strengthen your relationship.

The Adversary

The Adversary is a challenging type of buyer who is skeptical about your product or service. They might express doubts, raise objections, or even actively resist your efforts. Engaging with Adversaries requires tact, patience, and a willingness to address their concerns.

Tips for engaging with an Adversary:

Listen actively: Understand their objections and concerns without becoming defensive.
Provide evidence and proof: Back up your claims with data, case studies, or success stories.
Find common ground: Identify areas where your offering aligns with their needs and focus on those points.

The Double Agent:

The Double Agent is a buyer who appears to support your offering but secretly represents a competitor. They might gather information about your product or pricing to share it with their own company. Identifying Double Agents is crucial to protect your sensitive business information.

Tips for identifying and handling Double Agents:

Pay attention to inconsistencies: Be vigilant about any discrepancies in their behavior or interests.
Limit sensitive information: While maintaining transparency is essential, be cautious about sharing proprietary details.
Verify their intentions: Engage in open dialogue while assessing their genuine interest in your product.