3.2 TOOLSET - The Buying Center - There Are Four Buyer Roles in Every Buying Cycle

There are four buyer roles in every buying cycle. All four roles can be played by a single buyer, if you find yourself leading a simple sales process. And those same four roles can be spread across a 15-person steering committee, for those leading a more complex sales process. In this episode we discuss how the WINS Model can help you understand and guide each buyer and buying center you engage to a successful buying decision.