Selling in mid- to large-sized businesses is never as straightforward as selling to small businesses. The MIT Entrepreneurship Center uses the term “Jury” to refer to the group of stakeholders that must get involved in a B2B customer development.
This week, we look at the role of our last key Jury member: the User Buyer role in B2B — the person most concerned with the user experience and day-to-day impact of your solution.
The User Buyer in B2B Customer Development
The user buyer uses or supervises the use of the product. Since user buyers often don’t have their own budget, it’s important to understand how they can help connect you with the other buyer types.
They tend to consult with peers in user groups or community sites to see what others who have implemented your solution are saying about it.
User buyers typically care about how your solution will be used in the day to day, and whom it will affect. They’re concerned with the quality of the user experience and its impact on their work. They want to know about specific use cases, features and processes.
To user buyers, there’s a direct relationship between their success and your solution’s success.
In the upcoming weeks, we’ll look at the role of a key Jury influencer: the Coach.
⚡⚡ Enjoyed this content? I go into way more detail on this subject in Lean B2B. It covers the ins and outs of finding traction in the market for B2B products. Check it out »
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