Buyer Role - Sales Glossary - Upnify
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Buyer Role


This is the role played by a person during the buying decision process. Six types of buying roles can be distinguished:


  1. Initiator: This is the first person to suggest the idea of purchasing a product.
  2. Influencer: This is the person who influences other buyers to make a decision. Example: a consultant, advisor or specialized professional.
  3. Decider: The person who makes the final selection on what to buy, where to buy and when to buy.
  4. Buyer: The person who handles the paperwork for the purchase.
  5. User: The person who will use the product.
  6. Caretaker or gatekeeper: The person who controls access to the decision makers or influencers.




The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.