They pointed out something that effective salespeople have often instinctively recognized – that vendor and customer company cultures have a powerful influence on the likelihood that they will agree to do business with each other. But – of course – these factors only become obvious when we are in active dialogue with each other. Strategic Selling recognizes that any large and complex buying decision will inevitably involve many different stakeholders – and that these stakeholders will have widely varying degrees of influence over the decision-making process. The methodology identifies four particularly important roles – economic buyers, user buyers, technical buyers and coaches. In this model, the economic buyer is responsible for giving the final approval for the purchase of your product or service. This can be a single individual or – as is increasingly common nowadays – a board or a selection committee. But even when a group decision is involved, the methodology encourages us to seek out the most influential individual. The second buyer influence type is the user buyer. These are the people who will actually use (or supervise the use of) your solution. Their focus is on the job to be done, and the problem to be solved.

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