Ideal buying group for B2B with value scenarios
The top salesperson not only asks for the composition of the buying group but also influences it.
The team that influences the buying decision is called the buying group. According to Gartner Buyer Enablement Research, a typical B2B buying process involves six to ten people.
An essential task for the B2B seller is identifying who influences the buying decision. A good salesperson will be able to discuss and justify the solution and value as fully as possible to the different members of the buying group.
However, it is important to note that buying is not as pre-planned and systematic as expected. This also applies to the composition of the buying group, which is often only formed during the buying process and needs to be systematically defined before the buying process starts. This is how we get to the steak itself:
The seller has an excellent opportunity to influence the size and composition of the buying group.
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Help your customer build the best buying groups for B2B
Gartner's Hank Barnes recommends changing the default question:
"Who is involved in the decision to buy our Service A?"
to:
"If you use our Service A to generate these value scenarios, who would like to be involved in the decision?"
Value scenarios in this context refer to the expected benefits of the service or product being sold to the customer organization. For example, the benefits of an HR system are not only for the HR manager but can also help a sales manager who is struggling to recruit or a finance manager who is tired of payroll. The IT security manager can enjoy the benefits of one-off enrolment when an employee leaves.
If the seller gets more people on the buyer's side who feel they are getting value from the service, the deal is naturally more likely to go through. In addition, the transaction size may increase as the service immediately has a wider range of beneficiaries, and the budget for the purchase comes from more departments.
Importance of Engaging Multiple Decision-Makers
Several studies support the view that success in the sales process is highly dependent on the number of members of the buying group that the seller can engage. For example, Gartner's report on B2B buying behavior (Gartner, 2019) shows that the likelihood of a successful deal increases significantly when more than one person is involved in the buying group.
This is because involving more people in the decision-making process reduces opposition to the solution. Notably, the shift from one to two members marks a significant leap in the likelihood of success as internal consensus within the team strengthens.
Another supporting study is McKinsey's analysis of multi-stage B2B purchasing processes (McKinsey, 2020). It found that when at least three C-level executives were involved in the decision-making process, the outcome of the deal was far more secure. This underscores sellers' importance in engaging the entire decision-making team, including top-level management.
These findings emphasize that successful B2B sales rely not on convincing individuals but on teamwork, where each member of the buying group perceives value in the proposed solution.
Digital Sales Room makes it easier to deliver value to the whole buying grou
The Digital Sales Room supports the entire purchasing process for the buying group and enhances the overall buying experience.
Through the Digital Sales Room, sellers or customers can share all up-to-date materials in an organized way with other stakeholders involved in the purchase. This structured approach ensures that everyone in the buying group has access to relevant and current information, making the decision-making process more efficient.
The Digital Sales Room also provides valuable insights to the seller. It tracks all members of the buying group with whom the sales room is shared and those who visit it. New buying group members can easily find the latest collaboration proposals and other value-justifying materials, all presented in a consolidated and engaging format. Additionally, videos created by the seller can help reinforce key messages.
The platform also offers multiple communication channels, lowering the barrier to interaction between the buying group and the seller. This ease of access facilitates more open communication, helping to build stronger relationships and reduce decision-making friction.
The Digital Sales Room shifts the salesperson's focus from solely serving the primary contact to recognizing and engaging the wider buying group—an approach that has been proven to improve sales outcomes.
The Digital Sales Room turns the salesperson's focus from the primary contact to identifying and serving a wider buying group.
An advanced Digital Sales Room not only shifts the salesperson’s focus from solely serving the primary contact to recognizing and engaging the wider buying group—an approach proven to improve sales outcomes—but also integrates seamlessly with your CRM. It even offers eSignature features, streamlining the process and enabling faster deal closures.
