The economic buyer represents the individual at a prospect company who controls the budget and has final decision-making authority to make a purchase. Economic buyers often differ from day-to-day users. Identifying and engaging economic buyers carries more weight than influencers in sales discussions and proposals.
Securing meetings and tailoring messaging directly for economic buyers is pivotal. Their priorities often emphasize ROI, strategic alignment, risks, and executive mandates over user feature wish lists. Lead qualification processes should aim to confirm and connect with true economic buyers early on. Selling high requires engaging the real decision makers.