The Five Main Buying Roles

Comments OffApril 6, 2009

The five main buying roles. That sounds a bit strange, doesn’t it?

What it illustrates, though, is that in many cases more than one person will be involved in the process of purchasing the product you are trying to sell. In some cases one person may embody all five of these roles, but in others you may have to deal with 2, 3, or maybe even all 5 different people.

Are you prepared to appeal to that many different mindsets?

The five main buying roles are as follows:

  1. The Initiator – the person who decides to start the buying process.
  2. The Influencer – the person who tries to convince others they need the product.
  3. The Decider – the person who makes the final decision to purchase.
  4. The Buyer – the person who is going to write you the check.
  5. The User – the person who ends up using your product, whether he had a say in the buying process or not.

If you’re smart you’ll find out who all of these people are well in advance and prepare a presentation that can be tailored to all of their interests at the same time. If you’re lucky you will only have to deal with one person, but in the event that more than one person needs to be in on the decisio you’ll need to be ready to answer all of their questions and objections.

Are you prepared?


Sean McPheat

Sean McPheat left the corporate world when he was 30 and risked it all to “See if he could cut it as an entrepreneur”. He’s been a serial entrepreneur ever since! Sean now owns several online and offline businesses in addition to one of the most successful management and sales development organisations within the UK. Sean is a bestselling author and founder and MD of international training firm MTD Training. Sean has been referred to in the media as a thought leader within the sales, maketing and busines improvement industry, and has been featured on CNN International, the BBC, ITV, The Guardian and in big name magazines such as Arena Magazine, Marketing Weekly and Business Zone.

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