{"id":3619,"date":"2023-01-05T10:40:07","date_gmt":"2023-01-05T15:40:07","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=3619"},"modified":"2026-09-07T16:13:21","modified_gmt":"2026-09-07T20:13:21","slug":"how-to-navigate-the-buyer-landscape","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2023\/01\/how-to-navigate-the-buyer-landscape\/","title":{"rendered":"How to Navigate the Buyer Landscape"},"content":{"rendered":"<p><span data-contrast=\"auto\">There are an outrageous number of buyers in an \u201caverage\u201d opportunity these days. (I\u2019ve seen stats stating it ranges from nine to more than 20 in recent years.) Here\u2019s one from Gartner:<\/span><\/p>\n<p><!--more--><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3620\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1.png\" alt=\"kunkle 9\" width=\"1600\" height=\"408\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1.png 1600w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1-300x77.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1-1024x261.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1-768x196.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/c97hdN98-1-1536x392.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<p><span data-contrast=\"auto\">Keep in mind that Gartner reports on the technology sector. The size of buying committees still varies greatly by vertical market and the problem\/solution being explored. I hear from some distributor clients that there are only three or four stakeholders in their buying committees, and in some cases, even fewer. In others, I hear mention of larger numbers.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, what is a \u201ccomplex sale?\u201d For years the term was used to designate just what we\u2019re discussing \u2013 an opportunity with multiple decision-makers (hence, making it more \u201ccomplex\u201d).\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">More recently, that definition has been expanded by some. My friend <\/span><a href=\"https:\/\/www.linkedin.com\/in\/georgebronten\/\"><span data-contrast=\"auto\">George Bront\u00e9n<\/span><\/a><span data-contrast=\"auto\">, founder and CEO of <\/span><a href=\"https:\/\/www.membrain.com\/\"><span data-contrast=\"auto\">Membrain<\/span><\/a><span data-contrast=\"auto\">, defines \u201ccomplex sale\u201d based on three key factors:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">The number of decision-makers<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">The length of the sales cycle\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The buyers\u2019 perceived risk<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">I often also include the price point and complexity of the problem or solution, but both of those play into the perceived risk factor. However you define it, having multiple decision-makers and influencers (stakeholders) on the buying committee is the key, which makes it more difficult to navigate an opportunity successfully.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Think: emotions, pressures, opinions, varying interests, differing desired outcomes and a plethora of other personal needs and perspectives.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, what is a seller to do? How do you improve your chances of winning these complex deals?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">I\u2019m glad you asked.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Factors in the Buyer Landscape<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">While it\u2019s almost impossible to cover everything in a single blog post (entire books have been written on this topic), let\u2019s explore some key factors in the buyer landscape that are worth your attention.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">We\u2019ll start with <\/span><b><span data-contrast=\"auto\">Buyer Types<\/span><\/b><span data-contrast=\"auto\">. This doesn\u2019t mean personas or roles\/positions, but a particular focus for each buyer. The three types are Financial, Feasibility and Functional.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"41\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Financial:<\/span><\/b><span data-contrast=\"auto\"> These buyers are focused on financial and operational metrics or outcomes. They are often C-suite or other executives with interest in the business case and ROI. Complex opportunities without an actively involved Financial Buyer generally prove difficult to win, or at least to accurately forecast.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"41\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Feasibility:<\/span><\/b><span data-contrast=\"auto\"> These buyers care about whether something can work in their company, how the change might impact other operations and the likelihood of success.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"41\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Functional:<\/span><\/b><span data-contrast=\"auto\"> These buyers are personally interested in and affected by the decision and its resulting outcomes. They are often directly involved in the use of your solution and seek to understand the use case and impact on their day-to-day tasks.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The amount of<\/span><b><span data-contrast=\"auto\"> influence<\/span><\/b><span data-contrast=\"auto\"> a stakeholder holds can be mapped on a sliding scale.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"42\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Influence:<\/span><\/b><span data-contrast=\"auto\"> These buyers can sway a decision with their input but cannot make a purchase decision. Not all influencers are equal. Depending on their level of influence and political capital (such as having the ear of a decision-maker, particularly a Financial Buyer or potential Champion), they can propel a deal or stall it.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"42\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Decision Authority:<\/span><\/b><span data-contrast=\"auto\"> These buyers can make a purchase decision or veto it. In larger groups, with multiple leaders who can make a purchase decision, the level of influence often depends on who controls the budget or funding for the project. If a Financial Buyer is involved, they may have the ultimate decision authority. In the most complex opportunities, consensus may be required.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"42\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Approver:<\/span><\/b><span data-contrast=\"auto\"> An Approver often lurks behind the scenes and receives a final recommendation from the committee with a request to ratify it. They often do approve the committee\u2019s recommendation but may veto based on a broader awareness of business issues, some of which may not yet be socialized. They are generally not involved in the purchase pursuit enough to be considered Champions, Coaches or Detractors. To avoid surprises, sellers should try to learn from a Coach or Champion whether there is an Approver.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Attitude<\/span><\/b><span data-contrast=\"auto\"> is important to identify, but by itself isn\u2019t as actionable. In context of the other factors, however, it can become critical quickly.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, if a Financial Buyer with decision authority views you negatively, winning the business will be next to impossible. If a Functional Buyer with low influence views you negatively, and you have a Champion and Financial Buyer in your corner, it may be less of a concern. (This doesn\u2019t mean you shouldn\u2019t try to build a relationship, but if it proves difficult, there are likely better ways to spend your time.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"43\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Positive:<\/span><\/b><span data-contrast=\"auto\"> These buyers perceive you, your company and your solution favorably and may openly advocate for you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"43\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Neutral:<\/span><\/b><span data-contrast=\"auto\"> These buyers are neutral toward you, your company and your solution. They won\u2019t advocate for or against you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"43\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Negative:<\/span><\/b><span data-contrast=\"auto\"> These buyers perceive you, your company and your solution negatively and may openly advocate against you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Next is <\/span><b><span data-contrast=\"auto\">Buyer Role<\/span><\/b><span data-contrast=\"auto\">. Again, this does not refer to their position title, persona or role in their organization. Rather, it\u2019s how the various buyers interact with you and the role that they play in the purchase decision.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"44\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Champion:<\/span><\/b><span data-contrast=\"auto\"> Champions have high influence with a positive attitude toward you and your solution. They will actively and openly advocate for you and sell internally on your behalf, in your absence. Champions are, or have access to, the Financial Buyer and have a vested interest in the success of your solution and any related initiatives. Deals with Champions close at a far higher rate than those without. Identifying potential Champions and cultivating them should be a key part of your strategy.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"44\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Coach:<\/span><\/b><span data-contrast=\"auto\"> Coaches are lower-level advocates without the decision authority or political capital of a Champion. Coaches have medium-to-low levels of influence with a positive attitude. They serve a different supporting role than the Champion. While the Coach is not a key decision-maker, they can be a great source of insider information for you.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"44\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Neutral Party: <\/span><\/b><span data-contrast=\"auto\">As the name suggests, this buyer will not actively advocate for or against you, unless they learn something that shifts them from their neutral position. Depending on their level of influence, you might want to work to ensure they don\u2019t become a detractor or influence them toward being an advocate.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"44\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Detractor:<\/span><\/b><span data-contrast=\"auto\"> Detractors will advocate against you or for another solution, either openly or covertly. They have varied degrees of influence and a negative attitude toward you. Detractors with high levels of influence significantly reduce your chance of success. Identifying detractors early allows you to engage with them to address their concerns and build relationships, instead of reacting too late in the process.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"auto\">Buyer Landscape Mapping<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">With those factors identified, it\u2019s time for the sales version of the old game, \u201c<\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/Pin_the_tail_on_the_donkey\"><span data-contrast=\"auto\">Pin the tail on the donkey<\/span><\/a><span data-contrast=\"auto\">.\u201d For any given opportunity, you can graph where your stakeholders should be \u201cpinned\u201d on the landscape. See the image below for the buyer landscape that I manufactured as an example.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For the Positive row, rather than create a separate row for those who are positive but not a Coach or Champion, I simply list them on the positivity scale without a Coach\/Champion label. That would apply to Mark, who is a decision-maker who views you favorably, but is not coaching you, nor as influential as Tonya, who is your validated Champion.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\"> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3621\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1.png\" alt=\"buyer landscape mapping\" width=\"1600\" height=\"772\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1.png 1600w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1-300x145.png 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1-1024x494.png 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1-768x371.png 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/oNdRL8Qg-1-1536x741.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/span><\/p>\n<p><span data-contrast=\"auto\">From this mapping exercise, you can expose several key things.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Information Gaps:<\/span><\/b><span data-contrast=\"auto\"> What don\u2019t you know or don\u2019t you know well enough? The fact that you\u2019re not sure if there is an Approver is an information gap.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Risk Factors:<\/span><\/b><span data-contrast=\"auto\"> What in your map indicates that your account plans or current opportunity may be at risk? If Samir the CFO, with his high level of influence, were down in the Negative row as a Detractor, your deal would be at high risk. Even in the current map, the information gap about the Approver (possibly the CEO or CMO?) could be a risk.\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"29\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Leverage Points:<\/span><\/b><span data-contrast=\"auto\"> What or whom you might leverage to add momentum to your plans or improve the likelihood of achieving your desired results? Discussions with your knowledgeable Coach or Champion might unearth the Approver. Or, you might invest in your relationship with Champion Tonya, to ensure she has the resources, data and business case to position your solution internally, as effectively as possible.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Ultimately, this information can feed into your account management plan, which I wrote about in detail <\/span><a href=\"https:\/\/distributionstrategy.com\/how-to-build-key-account-plans-that-get-results\/\"><span data-contrast=\"auto\">in this previous post<\/span><\/a><span data-contrast=\"auto\">. (Check out the Force Field Analysis.)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Whether you need to maintain, reinvigorate\/recover, or expand and grow an account, you can apply this thinking to better navigate the buyer landscape for your customer, as well as any pipeline opportunities you generate from your efforts.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">While your account managers need to <\/span><a href=\"https:\/\/sparxiq.com\/msf\"><span data-contrast=\"auto\">master other sales skills<\/span><\/a><span data-contrast=\"auto\"> to maximize their efforts, these methods will serve your team well.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:120,&quot;335559739&quot;:120,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Well, that\u2019s it for this post. If it helps you in any way on your journey toward improved sales effectiveness, please feel free to let me know. I\u2019d enjoy hearing about your successes.\u202f<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Understanding key factors in the buyer landscape. <\/p>\n","protected":false},"author":14,"featured_media":3625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[287,288],"tags":[],"coauthors":[143],"class_list":["post-3619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing","category-sales-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Navigate the Buyer Landscape - Distribution Strategy Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/distributionstrategy.com\/2023\/01\/how-to-navigate-the-buyer-landscape\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Navigate the Buyer Landscape - Distribution Strategy Group\" \/>\n<meta property=\"og:description\" content=\"Understanding key factors in the buyer landscape.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/distributionstrategy.com\/2023\/01\/how-to-navigate-the-buyer-landscape\/\" \/>\n<meta property=\"og:site_name\" content=\"Distribution Strategy Group\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-05T15:40:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-07T20:13:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/LI-1-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1104\" \/>\n\t<meta property=\"og:image:height\" content=\"736\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mike Kunkle\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2023\/01\/LI-1-1024x683.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mike Kunkle\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2023\\\/01\\\/how-to-navigate-the-buyer-landscape\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2023\\\/01\\\/how-to-navigate-the-buyer-landscape\\\/\"},\"author\":{\"name\":\"Mike Kunkle\",\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/#\\\/schema\\\/person\\\/6cb16dfd3394c79431c31e81d1b6bda5\"},\"headline\":\"How to Navigate the Buyer Landscape\",\"datePublished\":\"2023-01-05T15:40:07+00:00\",\"dateModified\":\"2026-09-07T20:13:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2023\\\/01\\\/how-to-navigate-the-buyer-landscape\\\/\"},\"wordCount\":1496,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/distributionstrategy.com\\\/2023\\\/01\\\/how-to-navigate-the-buyer-landscape\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/distributionstrategy.com\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/how-to-navigate-the-buyer-landscape-1-1024x512.jpg\",\"articleSection\":[\"Sales &amp; 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