Buyer roles: The purchasing decision in B2B companies
Posted: Thu Dec 05, 2024 5:52 am
What are Buyer Roles? If your sales work is failing too much, you may not be targeting the right person. In this article we show you how you should always take into account several customer profiles within the same account in B2B purchases.
You've probably heard about Buyer Personas and their importance in any B2B marketing strategy , but perhaps not so much about buyer roles . Knowing and defining these customer profiles is essential to uae whatsapp number data developing and refining our value proposition and subsequently implementing different strategies aimed at the different profiles.
What are Buyer Roles?
It often happens that even though we have well-defined types of accounts on which we should focus our marketing and sales efforts, once inside we must fine-tune the people who have greater or lesser influence on the purchasing decision .
So, delving a little deeper into this area, where we already assume that each company does not target just one type of client but several, we find the definition of “Buyer Roles”, which is nothing other than the different profiles that exist within the same company/account in relation not only to our products or services but also to the ability to influence, more or less, or in one way or another, the purchasing decision.
Let's imagine that we are preparing an offer for a chain of gyms. Our value proposition must convince the gym manager, the CEO, the marketing director, the maintenance director or the finance director. That's what it's all about, considering that when faced with an offer for a product/service, our offer will be examined or at least valued by more than one profile .
Important, we cannot take this as something dogmatic or categorical, each company is a world and each account requires the activation of some springs or others, there will be content of our product or service that will be of great interest to one profile and not so much to others.
The success of the sale will largely depend on our ability to be analytical and to identify these profiles in each of our accounts in order to offer each one what they need.
buyer roles
Types of Buyer Roles
According to this approach we can establish 5 different profiles
Leader: The person who is always one step ahead
You've probably heard about Buyer Personas and their importance in any B2B marketing strategy , but perhaps not so much about buyer roles . Knowing and defining these customer profiles is essential to uae whatsapp number data developing and refining our value proposition and subsequently implementing different strategies aimed at the different profiles.
What are Buyer Roles?
It often happens that even though we have well-defined types of accounts on which we should focus our marketing and sales efforts, once inside we must fine-tune the people who have greater or lesser influence on the purchasing decision .
So, delving a little deeper into this area, where we already assume that each company does not target just one type of client but several, we find the definition of “Buyer Roles”, which is nothing other than the different profiles that exist within the same company/account in relation not only to our products or services but also to the ability to influence, more or less, or in one way or another, the purchasing decision.
Let's imagine that we are preparing an offer for a chain of gyms. Our value proposition must convince the gym manager, the CEO, the marketing director, the maintenance director or the finance director. That's what it's all about, considering that when faced with an offer for a product/service, our offer will be examined or at least valued by more than one profile .
Important, we cannot take this as something dogmatic or categorical, each company is a world and each account requires the activation of some springs or others, there will be content of our product or service that will be of great interest to one profile and not so much to others.
The success of the sale will largely depend on our ability to be analytical and to identify these profiles in each of our accounts in order to offer each one what they need.
buyer roles
Types of Buyer Roles
According to this approach we can establish 5 different profiles
Leader: The person who is always one step ahead