Complex sales where there are numerous decision-makers can be difficult to navigate. Closing such a deal requires an understanding of the different types of buyers, what their concerns are, and what influences their desires. It also requires the ability to anticipate, identify, and address the factors each individual cares about.
There are three players in a complex sale: influencer/user, technical, and financial buyer. In smaller companies, one person can serve in all three roles, but with larger organizations, there are typically two or three people fulfilling them.