I found an excerpt from Sales Board chairman and founder Duane Sparks in which he says that we typically run into three types of buyers.

First is the Specialist. This person’s role is to screen options and their job is to make recommendations. They focus on specifications. They are usually in a staff position. Their power is knowledge. They want to advance their career and enjoy their job.

Next is the User of the product or service. They are interested in the performance aspects of the offering re speed, accuracy, and the like. They also frequently are recommending to the Ultimate Decision Maker what their preference would be. They will get input from the Specialist as well.

The Ultimate Decision Maker is the third type of buyer. These folks have bottom-line responsibility and are focused on the financial outcome of the buying decision in the context of ROI and efficiency.

The first two buyers are critical to the sales team as they typically recommend based on alternatives and options. The third buyer makes decisions based on the level of confidence he has in these recommenders and grants final approval.

Sparks reminds us that the days of closing business with only one buyer’s involvement are over. Sorry. And to complicate it further each buyer has a different perspective and personal goal.