No one ever said sales was easy, but when you add a dozen-strong buying committee in the mix, it rivals any olympic competition. Bringing home the gold and going home empty handed is a delicate dance and a true test of your sales team’s skills in buyer enablement. And for business to business (B2B) and complex sales cycles that are already prone to multiple stakeholders, winning over buying committees has never been more important. 

So what’s the key to bringing home the gold and mastering sales with buying committees? To understand the “how,” you have to understand the “why.”

Buying committees are nothing new. Especially for B2B, we’re used to having multiple people at the decision table. But the modern buyer has elevated the collective decision making experience. Just a few years ago, buying committees included just a few stakeholders, but today, these committees have grown to 10 or more. 

The growth of using buying committees is intentional for the modern buyer for some pretty good reasons: 

  • It’s a heck of a lot easier to gain buy-in on a new product when everyone’s involved in the decision. 
  • Complex and chaotic sales processes, mixed with an abundance of competing choices means more hands are needed on deck to sort out the confusion.  
  • Collective buy-ins protect companies from rash purchases, especially tech and software decisions which are costly to purchase and consuming to onboard. 

Yes, buying committees are here to stay, but you can use it to your advantage with good sales tactics and buyer enablement strategies that speak to the collective decision making process. Impress your next buying committee with these simple strategies. 

Understand the Stakeholders

Map out your buyer’s decision-making committee, and keep a constant pulse on who’s involved and what’s their stance. Draft a dashboard of: Who are the stakeholders involved in the decision making process? What’s your relationship status with each stakeholder? What’s each person’s decision influence? What are their motivators? What are the politics involved? Who is your biggest supporter? 

Support Your Supporter

Identify your biggest supporter on the committee and make them central to your buyer enablement strategy. Provide them with the information they need to bring more fans into your section. It could be more stats for the data-driven CFO. It could be case studies for the story-driven sceptics, or webinars for the visual learners. Anticipate objections ahead of time and tailor-fit responses to fit stakeholder’s preferences. The supporter can be your messenger.

Buy-in to Buyer Enablement

Buyer enablement is your secret sauce to working with buying committees. Working with a big group means everything becomes more complicated, for the buyer and you. That means every action you take should make the buying process easier for the group. One of the biggest obstacles is getting everyone on the same page. What can you do to help solve that problem? Being seen as helpful and collaborative with buying committees positions you well when it comes to decision time. 

Impressing buyer committees and bringing home sales quota gold is essential in working with modern buyers who are more collaborative than ever before. It may be daunting, but it’s not rocket science. Solid buyer enablement strategies with a heavy focus on meeting stakeholders where they are can help you win over any committee. 

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Joseph Knecht

Post by Joseph Knecht

Joseph Knecht is the CEO at Proteus and loves to cover the topics of customer success, enablement, sales, entrepreneurship, and digital transformation.