Article · About a 12 minute read

The 6 Types of B2B Buyers (and how to sell to them)

The Dock Team · Dock Free Beginner

This is the cleanest breakdown we found of who is actually involved in a purchase: economic buyer, champion, end user, technical buyer, and more, each with different priorities. It makes the core point behind your question, that the person who pays and the person who uses the product are usually different people, and treating them as one is where founders misfire. Read it as a map of the room, not a rulebook.

• A single purchase usually involves 6 to 10 people, and the economic buyer (who signs) is rarely the end user (who lives in the product daily).
• Each role cares about something different: the buyer wants ROI, the user wants workflow fit, the champion wants a win they can sell internally.
• A generic pitch aimed at nobody in particular loses, because the buyer and the user need to hear different things before either says yes.