key sales buyers for your business

Inspired by a Mark Suster Blog Post

here are the key buyer types you’ll meet as

you sell:

the Enemy

Who ARE THEY?

Simply put, they’re against you. This could be because they don’t want to spend money on the solution, don’t think they have a problem, or prefer not to

change at all.

Remember that enemies aren’t always evil. Talking directly to the enemy makes it more difficult for them to think you are a bad fit. By speaking to them, you’re

showing you really care about them as a potential customer, which will pay dividends.

The approach

the SAGE

This person has been in the company for a long time and has a deep understanding of how it’s run. They’re

often friendly and can help you understand more about the business.

Who ARE THEY?

Although they are a valuable source of information, they don’t have much authority. They might not be the best customer for you to focus on as the sale

moves toward a close.

The approach

the EXPERT

This person has influence in the organization, but no authority. They don’t necessarily have to be someone high on corporate ladder, but rather someone with in-depth knowledge on a topic related to your sale.

Who ARE THEY?

Try to find the person with the most expertise, often by asking who the decision makers go to for advice. Consult the expert to improve the chance of your

sale.

The approach

The Influencer

Similar to “the expert,” this person is often consulted by decision makers. The influencer, however, doesn’t have a specific area of knowledge, but instead is well

informed about the company as a whole.

Who ARE THEY?

Find out who influences the company’s decision makers and try to meet them. Keep in mind they

might not always be inside the organization.

The approach

THE SPONSOR

This person is senior in the company and controls the budget. They may not be involved in the deal

other than giving it a “yes” or “no.”

Who ARE THEY?

Find out whether or not the decision maker has to get approval from a sponsor. If yes, try to get a brief meeting with the sponsor. This will improve your

chance to move forward with the deal.

the approach

Blockers

Be they technology, procurement or legal, they present roadblocks in finalizing the deal. Audits and paperwork can make your life miserable and even

unwind a deal completely.

What ARE THEY?

The best practice for dealing with blockers is to have an inside man. A buyer on your side can alleviate the

stress of procurement, legal and tech internally.

the approach

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Sincerely, SalesLoft.

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