Space Economy B2B Sales: Decision Making Process Roles

When selling to a business, multiple individuals and groups often contribute to the decision-making process for making a purchase. Understanding these roles is essential for sales professionals as they navigate complex B2B (business-to-business) sales. Below are the typical roles involved:


  • Role: This is the person who initiates the buying process, often identifying a need or problem that requires a solution.
  • Example: A department manager who recognizes the need for new software to increase efficiency.


  • Role: Users are those who will directly interact with the product or service being purchased.
  • Example: Employees who will use new computers or software systems, and their input might be sought to ensure functionality meets their needs.


  • Role: Influencers do not make the final decision but have significant sway over the purchasing process, often by providing information and recommendations.
  • Example: Technical experts within the company who might advise on the specifications of a product.


  • Role: The Decider has the final authority to approve or reject the purchase.
  • Example: A CEO or senior executive who authorizes the budget and approves the final purchase.


  • Role: The Buyer is responsible for negotiating terms, handling the transaction, and managing supplier relationships.
  • Example: A procurement manager who negotiates the contract and oversees the purchasing process.


  • Role: Gatekeepers control the flow of information and access within the buying process.
  • Example: Administrative assistants who manage schedules, making them key contacts for sales representatives seeking appointments with decision-makers.

Economic Buyer

  • Role: This individual is often concerned with the financial aspects of the purchase, evaluating the value proposition and ROI (Return on Investment).
  • Example: The CFO or a financial manager who assesses whether the purchase aligns with budget constraints and financial goals.

Technical Buyer

  • Role: Technical buyers focus on the technical specifications and functionality of the product or service.
  • Example: An IT manager assessing a new software solution to ensure it meets the technical requirements of the business.

Champion (or Coach)

  • Role: Champions actively support and advocate for the product or service within the organization.
  • Example: A team leader who has had positive past experiences with the product and promotes it internally.


In B2B sales, the purchasing decision is rarely made by a single individual. Instead, it is a collaborative process involving various roles, each with specific responsibilities and perspectives. Understanding these roles is important for sellers aiming to tailor their approach and engage effectively with different stakeholders within the client organization. The complexity of the decision-making process can vary depending on the size of the organization, the nature of the purchase, and the industry, but the roles mentioned above are commonly found across different business environments.

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