Facing a buying committee is common in the B2B sales world. And these groups can be quite large. Groups typically average anywhere from four to 10 members. That is a lot of people involved in the decision-making process.
Understanding how these groups work is important. The more you understand a buying group’s nuances, the more prepared you will be.
How to Approach a Buying Committee
In an article for Lead2Pipeline, Sourabh Kothari explains that generally, there are three buying-team scenarios. Sellers typically encounter one of these three:
- The Committee Scenario includes a group that initially works with you. It can take awhile because the C‑suite must approve. Kothari reports that it can take up to six months for a decision.
- The Consensus Scenario involves more of a team-based decision. Only a few people, from different teams, make the buying decision. Keep in mind it does not go in front of the C‑suite. But, members must reach a consensus.
- The Independent Scenario, Kothari says, is the simplest process. Only one or two people make the buying decision. And they are typically in only one team or department.
Understanding these scenarios can prepare you for what to expect. You can uncover this information by doing basic research or simply asking your prospect. Once you learn their buying process, it’s time to research.
Take time to learn as much as you can about members. This work will pay off, Kothari assures sellers.
“The more you know about the people within the committee, the better you’ll fare in any future conversations,” he writes.
Familiarize yourself with potential members depending on the process. If the C‑suite is involved, do your homework about who may be included. Keep your solution in mind, too, to narrow down which exec you can expect.
Larger processes also often include a finance leader, someone from operations, and an IT professional. Use this knowledge to educate yourself on each one’s:
- Role and responsibilities
- Priorities
- Motivations
- Goals
- Challenges and potential concerns
For example, consider these tips if you will be selling to someone in the C‑suite. Tailoring your approach to each buyer “type” is vital. You can look to those tips for more advice on effective research.
Categorize Your Buyers
Once you have an idea of who is part of the buying committee, it’s time to go deeper.
“Hone in on who will be playing what role in the buying committee and what influence they’ll yield…” Kothari explains.
While buyers may wear multiple hats, common roles in a committee include:
- Decision-makers. These are the buyers who have the final say on purchasing your solution.
- Decision Sponsors or Champions. This member supports you and your solution. They may be the liaison between you and the entire team. Your primary contact, they will help push the process forward.
- Purchase Influencers. Kothari notes that these members influence the rest of the buyers–for better or worse. While they may not have a direct impact, their voice still carries weight.
- End Users. These buyers will be the ones using your solution. They will be particularly interested in how purchase could impact them.
- Blockers. This buyer type is opposed to, or at least wary, of your solution.
Each category of buyer plays a role within the buying committee. Understanding who they are and what drives their decision-making will help you tailor your strategy. And you must personalize your interactions, Kim Peterson advises in an article for LeanData.
“The message and approach to each committee member should be distinct and different,” she writes.
As soon as you know a buying committee is involved, start your research and follow Kothari’s suggestions.
You’ll be prepared and ready to address the variety of interests invested in the purchase decision. And you’ll be more likely to successfully appeal to each member and get their buy-in.