The buying influences
- Economic buyer — gives final approval and controls the budget. Looks at return and risk.
- Technical buyer — checks that the solution meets the requirements. Can say no, rarely can say yes alone.
- User buyer — will work with the solution. Judges the impact on their own work.
- Coach — guides you inside the organization: who matters, what carries weight, how to move.
Results and personal wins
Every person seeks a result for the company — fewer defects, lower costs — and a personal win: being seen as the one who solved the problem, avoiding a risk, making their job easier. A proposal that delivers both has a much better chance.
How to build the account map
- List the people involved and their buying-influence role.
- For each one: result for the company, personal win, attitude toward you.
- Assess how well each role is covered: who you know, who knows you, who you’ve never met.
- Flag the red flags: no coach, an economic buyer you’ve never met, a hostile role.
- Write the coverage plan: whom to meet, with what message, through whom.
The most common mistakes
- Confusing your contact with the decision-maker.
- Not having a coach. Without one, you’re moving in the dark.
- Talking only about business results. People also decide for themselves.
