The Four Types of Buyers in Sales | Scott Sambucci on Aspireship Live! скачать в хорошем качестве

The Four Types of Buyers in Sales | Scott Sambucci on Aspireship Live!

Last week on Aspireship Live! Scott Sambucci broke out the whiteboard and dropped tons of knowledge that will improve your discovery calls and help you understand how to tailor your approach based on the deal size. 🚀 What type of buyer are you dealing with? 🚀 How do you determine which stakeholders are involved at each level? 🚀 What is the Problem Proximity Model? This clip was an excerpt from "Discovery For All Deal Sizes" -- a 60 minute webinar with Scott Sambucci. You can watch the full video in our content library when you sign up for an Aspireship.com account. Learn more at https://www.aspireship.com. VIDEO TRANSCRIPT There's basically four buyer types. That doesn't mean there's only four buyers, there's four types of buyers. First, there's what we call your economic buyer. This is the person who ultimately is writing a check or authorizing that the funds are going to be coming from their budget. At 30K, this might be a VP level person, like you have a Vice President of Sales and Vice President of Product and Vice President of Marketing: "I can agree to this, it's in my budget authority. I don't have to go up to the CEO." Now it does change for different organizations, and that's part of the reason that you need to continue to ask how these decisions are made. But one person you always have to identify and and make sure is part of the sales is your economic buyer. The second group of buyers is the technical buyer. And I say technical buyers, because these are the people, you think of the word "technical" as being an engineering person, but technical is really anybody who has a specific expertise around the business. These are the people that could include, of course, engineering, or IT. The people that are going to "look under the hood" of your platform or product and go, "Okay, how does it actually work? Can we connect our system to your kind of system? Does it do all the things you say it's going to do?" I saw this myself selling lending software to banks, there's a whole host of other technical buyers. There could be compliance, a Chief Compliance Officer, if you're selling into medical fields, health tech, financial tech, any of that there is compliance. You're going to have risk officers, the Chief Risk Officer might look at "Okay, if we adopt this platform, what risks might we be exposing to?" You might have CIOs, the Chief Information Officer and Chief Data Officer. "Okay, we were going to be sending you these files. How do we actually send them?" And a lot of times these people work in concert with each other because they're all responsible for certain domain expertise, and their job is to protect the company that you're selling to from making bad mistakes that could open up enormous costs to them, in terms of headline risk, risk, risk loss. Things like what we saw with VISA a couple of years ago, when all of a sudden their system was hacked and hundreds of millions of people's data got out there in the open. Like believe me, heads were rolling there. So the technical buyers are there to protect the business team from making a decision that would have ultimately, could negatively affect the company. Then you have your user buyers. The problem with the user buyers is usually they're the people that are the happiest about what we do, like "Oh my god! Yes! I've been struggling with this problem and your system makes it automated, your system makes it easier, the old system really sucks." These are the people using the software everyday, but, they don't actually have decision authority. They can go up to the economic buyers and say "Hey, our system really sucks. It's really slow. It's costing me this time," or "People want me to do certain things and I can't do it," or "I have to use spreadsheets and share point to solve this problem and I wish I had some automated solution." It's important that we do talk to those people to understand what it would be like for them to use the software, but they're ultimately not the decision makers. And then the fourth person we're looking for, are people looking for or what we would call via the product champion. It could be you have multiple product champions. You might have an economic buyer that's like "Look. We had the strategic priority that we need to solve for and attain, and so I'm on board with having you come in and show how your software works because I think it will work, but I can't make a decision on my own. I'm happy to write the check, but I've got to get approvals from compliance, and risks, and info, and data and engineering and IT, and of course I had to make sure that the people that would be using the software everyday would be happy to use it; but I'm going to help you get those meetings."