Unlocking Deal Success: Engaging the Whole Buying Committee

The Start of the Journey

Imagine yourself in the driver's seat of a big sale. You've been cruising down a smooth road with your main contact on the buyer's side. The sun is shining, the road looks clear, and the destination seems close. Suddenly, you hit a speed bump, then another, and another. New faces pop up, unexpected demands emerge, and the once clear road to success is now filled with detours and roadblocks.

You come to a startling realization - you've only been speaking to one passenger in a car full of decision-makers. This is the challenging reality many sales leaders face when they haven't connected with the entire buying committee.

By aiming to communicate and connect with every stakeholder, you'll not only pave the way for smoother deals but also construct a more robust, buyer-centric sales approach.

Now, let's buckle up and dive deeper into why it's essential to engage the whole buying committee and how to effectively do it.


Navigating the Turns: Identifying the Buying Committee

In every deal, there's not just one person to persuade. The buying committee can be a mix of executives, managers, influencers, users, and gatekeepers. To get a full view of the road ahead, you need to identify all these players. Who are they? Let's break it down

  • The Economic Buyer

 This is the person who has the final say. They control the budget and ultimately make the decision.

  • The User Buyer

These are the individuals who will use your product or service daily.

  • The Technical Buyer

They ensure your product or service fits into their technical ecosystem.

  • The Champion 

Your ally in the organization. They see the value your solution brings and will advocate for you.

  • The Influencers 

These individuals may not directly use your product but they have influence over the decision.


Understanding who's who in the buying committee is the first step towards multithreading, the art of building multiple relationships within an account.


Tackling the Speed Bumps: Why Engaging the Whole Buying Committee is Crucial

Why can't you just work with your Champion or the Economic Buyer and call it a day? Here are the top reasons why engaging the entire buying committee is critical:


  • Prevent Surprises: Ever had a deal derailed by a late-stage objection from a stakeholder you didn't even know existed? Engaging the whole committee helps mitigate this risk.
  • Establish Credibility: When you engage with multiple stakeholders, you show your willingness to understand the organization at all levels, thus establishing your credibility.
  • Build Consensus: The more people you have on your side, the easier it is to build consensus for your solution.


Plotting the Course: How to Engage the Whole Buying Committee

Engaging the entire buying committee isn't just about sending a series of emails or scheduling multiple meetings. It's about strategically understanding and addressing their unique concerns, and collaborating to create a mutually beneficial plan.


Map the Committee 

Understand each member's role and influence. Identify their pains, aspirations, and the impact your solution can have on their roles.

Personalize Communication 

Tailor your messages to address their unique needs. This could mean showcasing technical details to a technical buyer or focusing on ROI for the economic buyer.

Leverage your Champion

Your champion can provide valuable insight into the rest of the committee. They can also advocate for you within the organization.

Collaborate on a Mutual Action Plan 

MAPs are a step-by-step plan that outlines what both parties need to do to get the deal across the finish line. It ensures everyone is on the same page and working towards the same goal.


With these steps, you can develop a strategy that takes into account all decision-makers, fosters a collaborative approach to selling, and ultimately gets you to your destination: a closed deal.


As we cruise along this journey, remember that engaging the entire buying committee is all about creating an effective, buyer-centric approach that's repeatable and scalable. It might take some time and patience, but the result is a smoother path to successful deals.

Looking for a clearer path to take your buyers to the finish line? Check out Dealpad -- Our AI-powered Buyer Engagement Platform, to centralize the communication, materials and people required to run a collaborative process with your buyers.