Complex deals have multiple decision-makers. Here's how to navigate them.

Understanding Buying Committees

Economic buyer: Controls budget.

Champion: Internal advocate.

Technical evaluator: Assesses fit.

End users: Will use the product.

Influencers: Shape opinions.

Blockers: Can say no.

Mapping the Committee

Research org structure. Identify likely roles. Confirm through conversation.

Option 1 - Top-down: Start with exec, get referred down.

Option 2 - Bottom-up: Build champion, help them sell up.

Option 3 - Multi-thread: Hit multiple levels simultaneously.

Economic buyer: Business outcomes, ROI, strategic fit.

Champion: What's in it for them, how to look good internally.

Technical: How it works, integration, security.

End users: Daily workflow improvement, ease of use.

Don't contradict yourself. Reference other conversations appropriately. Timing matters - coordinate touches.

Politics exist. Not everyone agrees. Your champion needs ammunition. Anticipate objections from different stakeholders.