10 Questions
In B2B sales, who is usually the decision maker?
The buyer
What is the role of the initiator in the B2B decision-making process?
To start the deal
Who takes the deal from the initiator to the decider in the B2B decision-making process?
The champion
What is the role of the gatekeeper in the B2B decision-making process?
To block the purchase
Who can help eliminate roadblocks in the B2B decision-making process by providing positive ROI?
The influencer
Which role in the B2B decision-making process may have a positive sentiment about the product?
The user
What is the role of the decider in the B2B decision-making process?
To make the final decision
Who are the decision-makers in the B2B decision-making process?
Multiple roles may be involved
What can help sellers navigate the decision-making process and overcome roadblocks in B2B sales?
Understanding the roles of each decision-maker
How does the B2B decision-making process compare to the B2C decision-making process?
The B2B process involves more decision-makers
Study Notes
- There is a difference between selling to consumers (B2C) and selling to businesses (B2B).
- In B2C, the decision maker is usually the consumer, while in B2B, more people are involved in the decision-making process.
- The decision-making process in B2B involves several roles, including the initiator, champion, decider, buyer, user, gatekeeper, and influencer.
- The initiator starts the deal and takes it to the champion, who then takes it to the decider.
- The user may also be involved in the decision-making process and may have a positive sentiment about the product.
- The gatekeeper may block the purchase, but the influencer can help eliminate the roadblock by providing positive ROI.
- The roles of the champion, decider, and influencer may overlap, and there may be multiple decision-makers.
- The decision process may vary per company, but the roles generally follow a specific roadmap.
- Understanding the roles of each decision-maker can help sellers navigate the decision-making process and overcome roadblocks.
- The decision process in B2B is more complex than in B2C, and it is important to address each role to make a successful sale.
Learn about the differences between selling to businesses (B2B) and consumers (B2C) in terms of decision-making processes. Explore the various roles involved in B2B decision-making such as initiator, champion, decider, buyer, user, gatekeeper, and influencer.
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