4.3. Roles

A further layer of complexity is added to understanding buyers by thinking about the different roles that buyers, and others that will be involved in the process, can adopt. The most common examples of ‘buyer’ roles during the sales process are as follows:

SponsorTypical characteristics:

  • Supportive of you or your organisation’s products or services in internal discussions.

Who are they:

  • Could be anyone at the buying organisation.

Tactics:

  • Give them the information they need to convince others

  • Get them to help you meet others.

Anti-sponsorTypical characteristics:

  • Against you or your organisation’s products or services.

Who are they:

  • Often the person within the buying organisation who should have thought of the idea

  • Prior employees of your ...

Get Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial