Understand Buyer Roles to Increase Sales

Identify the key players in your customers' purchasing journey so your marketing resonates and you get the sale!
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Unravelling buyer roles can be powerful for your small business sales. This blog post breaks down the jargon and explains a pivotal strategy to help you craft targeted and effective marketing approaches. Let’s dive into the six key buyer roles and learn how identifying these personas can supercharge your marketing.

Decoding Buyer Roles

Buyer roles are important to understand whether you sell to other businesses or consumers. Let’s break down the six roles that influence the purchase decision using the example of an office plants hire and maintenance company:

Understand Buyer Roles to Increase Sales
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  1. Initiator: The catalyst behind the purchase idea. For instance, an office manager suggesting the introduction of indoor plants in a team meeting.

  2. Influencer: Individuals whose opinions shape the decision. This could include team members or network connections with relevant experiences.
  3. Gatekeeper: The entity controlling access to decision-makers. It might be an office receptionist screening incoming communications or a website with reviews on the office plants businesses.
  4. Decider: The person with the authority to make the final decision. In our example, this could be the business owner approving the spend on plant hire and maintenance.
  5. Purchaser: The individual executing the transaction. In our example, it could be the office administrator calling up the office plants company for a quote.
  6. User: The beneficiary of the product or service. In this context, it includes everyone working in or visiting the office.

Why Buyer Roles matter

Understanding buyer roles empowers you with three key insights:

  1. Identifying Decision-Makers: Recognize who plays a role in the decision-making process for your product or service.
  2. Overcoming Barriers: Identify potential obstacles and crucial information sources, such as gatekeepers or industry databases.
  3. Tailoring Messages: Craft messages that resonate with each buyer role, addressing their problems or objections.

How to apply Buyer Roles to your business

Now, let’s apply this knowledge to your small business with actionable steps:

  • List and define roles: Write out each buyer role—initiator, influencer, gatekeeper, decider, purchaser, and user.
  • Profile your audience: Create detailed profiles for each role, understanding their interests and preferences.
  • Answer key questions: Determine who to consider in your marketing, how to reach them, and what messages will resonate.

Download the free Improve your marketing with buyer roles worksheet and take the first step toward maximizing your small business’s sales success.

Don’t be the business leaving potential sales on the table. Become a savvy marketer who knows how to reach and influence every key player in the buyer’s journey.

In a nutshell

  1. There are six buyer roles that can have an influence on your customers’ purchasing habits: Initiator, Influencer, Gatekeeper, Decider, Purchaser and User.
  2. Understanding buyer roles helps you to identify decision makers, overcome barriers and tailor your messages to win more sales.



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