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Understanding the B2B buying committee - roles and impact

2 Minute Read

You have finite time to catch the attention of the buying committee, let alone work out what each member's role is. Let's break down their roles, the impact they may have on the buying process, and how to avoid any nightmares.

When B2B buyers are considering a purchase, they spend only 17% of their time meeting potential suppliers.

Yep, you read that right.

If a buyer is juggling multiple vendors, you may only get 5 or 6% of their time — making a strong impression is crucial. In this high-stakes environment, it's crucial to understand the intricacies of the Buying Committee – a group of decision-makers and influencers who hold the keys to your success.

The champion: your gateway to the committee

Within this committee, the first person you'll encounter is likely to be the Champion. These individuals are tasked with the initial product/vendor research. Their job is to meticulously dissect your offering, attend discovery calls, and craft detailed comparison reports to pass on to other committee members.

Champions provide decision-makers with comprehensive information, including their personal takeaways from your conversations, meaning you need to engage with them on a human level, not just a business one. In smaller businesses, the Champion may also be the Decision Maker, but in larger organisations, they're often the end-users of your product.

The decision maker: where the buck stops

When it's time to seal the deal and allocate the budget, the Decision Maker takes the reins. In SMEs, Decision Makers actively participate in research and negotiations, and you may engage with them from day one.

However, in mid-sized and enterprise-level organisations, this responsibility is typically handed off to the Champion. Decision Makers are senior executives with the authority to give the final green light to the deal and allocate the necessary budget. They hold the key to progress or stagnation and decide if you sink or swim.

The influencer: shaping decisions behind the scenes

Not all committee members participate actively in research or negotiations. Enter the Influencers, the silent shapers of decisions. They don’t tend to be influencers of the Instagram or LinkedIn variety.

Influencers may not be present during discovery calls or negotiations, but their opinions carry significant weight within the committee. They can typically exert their influence during internal team meetings, sharing their insights regarding the product or vendor—personal or business-oriented. Their expertise and perspectives can pivot the committee's viewpoint in crucial ways.

The blocker: navigating obstacles to success

Every committee has its sceptics, and in the B2B Buying Committee, they're known as Blockers.

It’s not necessarily blocking out of spite: these individuals aren't enthusiastic about your solution and may even see it as a threat. For instance, Blockers might have had negative experiences in the past, prefer an incumbent vendor, or feel their job or authority is at risk due to the new purchase. Successfully addressing Blockers' concerns is vital for securing the deal.

The power of diverse perspectives

One of the most remarkable aspects of the Buying Committee is the diverse set of perspectives it brings to the decision-making table. Each role within the committee contributes a unique viewpoint, helping to shape a well-rounded understanding of the potential purchase, its plus points, and any potential downsides. The Champion offers insights from a user's perspective, the Decision Maker focuses on budget and business impact, Influencers bring expertise, and even Blockers highlight areas of caution. This diversity ensures that decisions are thoroughly evaluated from multiple angles—at its crux, it’s a good business practice.

So: the B2B Buying Committee is a complex but essential part of the modern sales process, and it’s not going anywhere soon. Recognising and understanding the roles within it is crucial for successful sales endeavours; embracing the whole spectrum of perspectives they bring to the table can significantly impact your ability to close deals in today's competitive business landscape.

Remember, it's not just about selling anymore; it's about navigating a complex committee of decision-makers, influencers, and sceptics.

Mastering this art is the key to winning in the world of B2B. Want to learn more? Take a look at our resources on the buying committee and buyer enablement here.

Becky Nicholls

Becky Nicholls

One of Intergage's Marketing Assistants, Becky uses HubSpot and AI everyday to help create compelling and educational content for iME's blog and social media channels, as well as producing the Leaders in STEM podcast. They're also a big fan of the Oxford comma.