Written by: Townsend Wardlaw
In every sales opportunity, buyers can be divided into two distinctly different roles. Some individuals are responsible for making decisions while others are accountable for making decisions.
What’s the difference?
Accountable Buyers are those that can articulate specific and measurable outcomes they are committed to delivering to specific people within the organization over a given period of time.
Responsible Buyers are those that cannot articulate specific and measurable outcomes they are committed to delivering to specific people within the organization over a given period of time.
Have you heard the riddle?
There is a riddle I use to explain this concept.
In a ham and cheese omelet, what is the difference between the cow, the chicken, and the pig? The cow and the chicken have responsibility… the pig is accountable!
In case this requires explaining, consider the cow and chicken contribute ingredients while the pig forfeits its life.
Related: Making a Great First Impression
The distinction between Accountable Buyers and Responsible Buyers:
Every title or function within any company can be classified as one or the other
Accountable Buyers may not even exist if the company culture as a whole eschews accountability
A Responsible Buyer may be the result of an individual not knowing what they are held accountable for OR may be the result of others failing to set and communicate accountabilities for them.
Examples of Accountable Buyers:
Examples of Responsible Buyers
How Accountable Buyers and Responsible Buyers impact the sales process
First and foremost, you must determine which type of buyer you are speaking with.
Information gathered from Responsible Buyers lacks context within the rest of the organization. As such, information from Responsible Buyers represents their opinion rather than a fact.
It is possible to win an opportunity without interacting directly with a Responsible Buyer but only if there is an Accountable Buyer involved higher up the chain of command.
That said, selling through a Responsible Buyer significantly limits our leverage to drive urgency, influence preference over a competitor, or command a price premium.
Accountable Buyers on the other hand can be influenced based on the degree to which our solution is aligned to the specific, measurable, and time-bound objectives they are committed to achieving.
How to tell which kind of buyer you are talking with
Distinguishing between the two types of buyers is straightforward yet it requires the willingness to ask hard questions in a respectful way.
As stated previously, Accountable Buyers can articulate specific and measurable outcomes they must deliver to specific people within the organization over a given period of time.