5 Profiles In The Buying Center You Must Know About Video Lecture | B2B Sales: Tips and Strategies

hey this is a go and in this short video
I want to talk about five profiles in
the buying Center you must know about
now the information I'm about to tell
you comes straight of our latest
research on high performance sales
organizations in which we try to uncover
what is it that make some organizations
so great at building and sustaining long
term out performance in sales versus
their peers and their competitors and
one of the things that we found is that
high performance sales organizations are
great at deeply understanding the buying
center and connecting with the various
stakeholders and people in that buying
center in different ways
and if you look at it there are really
five buyer types five profiles in the
buying center that you must know about
the five types are the champion the
Domino the business driver the approver
and the evaluator so let's start with
the champion the champions primary
objective is to get the project approved
or helping you succeed personally in
closing the sale the champion will do
anything they can to support you and
your quest and help you navigate the
maze of decision makers and uncover
valuable information around who is
involved in a decision-making process
how decision-making occurs the champion
is your ally but he's not the only one
there is a second kind a second type of
buyer who you want to be in your corner
at all times and that's the Domino the
dominance primary interest is
influencing action and the direction of
their teams the Domino in other hands
has the ability to move the opportunity
forward not just for themselves but also
for others involved in the decision
making process they're typically someone
who either formally or informally
carries a lot of weight in the
organization and their goal is a goal
for everybody else as well so in
addition to the champion and the Domino
we also have a third personality or a
third type which is the business driver
that a business's driver is primary
interest his or her primary interest is
in return on investment they will look
at the numbers to euros the dollars to
cents and decide whether or not they're
going to approve or support a project or
not typically the business driver also
acts as a change
after all they are the one who can
allocate find a budget and also drive
the agenda forward you need the business
driver in your corner if you want to be
successful at making the sale the two
last types are the approver and the
evaluator the approvers primary interest
is allocation and best use of funds they
will look at competing priorities and
competing projects and decide which
projects to allocate scarce resources -
like money people and systems and
processes and all the other resources
that organizations have it's important
to get them involved early and to learn
their decision-making criteria the
approver typically has the ultimate sign
off on a project and it's finally the
evaluator their primary interest is
evaluating the purchase from an
operational technical or personal
perspective they will typically ask
questions in terms of will this work for
me or for us so the five types in the
buying Center the five profiles in the
buying Center you must know about are
the champion the Domino business driver
the approver and finally the evaluator
if you want to be successful in your
business development efforts in your
sales and closing the sale and moving
the deal forward you want to connect
with all five you want to line up all
five get them on your sign now one word
of caution I'm not saying that these
five profiles are five different people
often and more often than not you will
find that one person fulfills more than
one role or even two people have the
same role for example it's perfectly
possible to have two evaluators or it's
perfectly possible to have two business
drivers in a single project especially
if you are involved in complex sales
understanding the types and the people
in those different types and positions
it's crucial to business development
success as always happy selling if you
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I look forward to seeing you in the next
video