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SUPERION – Sales Playbook

Buyer Map

Think about who you’re talking with (similar to pain chain) and what their particular area of
interest/concern is or their point of view regarding needs.

• Marketable Insight is the fast 60 second way to get executive attention (buy in). You will always
drill value down to feature/benefit for operators and they will wait to get there in the conversation.
Don’t spend your time at that level out of the gate with executives.

• Identify and then determine each individual on your buyer map by their level of influence and
relationship support.
o 3-2-1 model:
▪ 3 different contacts within the influence base
▪ In at least 2 different departments
▪ 1 must be a catalyst (able to create/control budget)
3-2-1- Buyer Map

As the sales representative working an opportunity, you should map out the “3-2-1 Buyer Map” to
determine all of the customer stakeholders that can influence your deal. This map represents at least 3
different individuals, in at least 2 different departments, including at least 1 catalyst who can find the
budget. Together, with the potential catalyst, the seller must anticipate how to create a “unifying buying
vision” that will drive consensus among the many stakeholders.

Note: Influence needs to be determined as it relates to a deal, not an account in general.

• Outsider – as it relates to this deal, this type of contact will not have influence, may be marginally
helpful in guiding you initially; but ultimately, is “not in the know” and won’t be in the room when
the decision is made.
• Influence Base – this likely represents a few people who are “in the know” about the deal and will
be “in the room” literally or figuratively when a decision is made.

• Catalyst – this is the person who has the influence to unite all the stakeholders around a buying
vision and will find the budget for the project.

The 3-2-1 Buyer Map is critical for increasing win rates and reducing late-stage losses. The number one
reason for late stage losses is when a seller focuses on a single stakeholder. Sellers need a broad base of
support and a view into all influential stakeholders.

3/8/2018

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