Buying Committees: The Shift from Individual to Collective Decision-Making
Max Elster
Max Elster
Apr 25, 2024
Apr 25, 2024

The B2B sales landscape has significantly transformed in recent years. The traditional approach of dealing with single decision-makers has gradually given way to the emergence of buying committees, a change that has serious implications for sales teams.

The Rise of Buying Committees

The COVID-19 pandemic accelerated the shift towards digital sales and remote engagements in B2B transactions. This digital pivot, initially a crisis response, has become routine. Most buyers and sellers prefer digital self-serve and remote interactions over traditional face-to-face meetings. 

Significantly, this shift goes beyond small transactions. About 70% of B2B decision-makers are open to making new, fully self-serve or remote purchases above $50,000

Moreover, a recent survey of salespeople highlighted the increasing complexity of enterprise sales. Only 7% of respondents encounter a single decision-maker in their sales process. Instead, 55% now face committees comprising 2-4 members and 23% encounter groups of five or more decision-makers.


Adapting Sales Strategies for Buying Committees

One way B2B salespeople have adapted to the need to cater to a broader range of stakeholders is to focus on account-based selling

By creating a more comprehensive engagement strategy encompassing multiple channels, touchpoints and stakeholders, the salesperson can address different concerns across different departments – and, therefore, the whole buying committee. This strategy extends beyond the closed deal, encompassing post-sale activities crucial for account retention and identifying upselling and cross-selling opportunities. 

Moreover, salespeople must prepare for high-impact, value-driven conversations during their limited time with prospects, as buyers now only spend an average of 17% of the buying process meeting with suppliers

Likewise, since salespeople spend less time with their buyers, it’s more important to empower the deal champion, who is present on the committee and advocates for the purchase. According to MEDDICC, a deal champion can increase your chance of a successful deal tenfold

Effective communication with the deal champion is vital for controlling the sales message during internal buying team meetings. Sellers must provide clear, concise information that champions can easily use within their organisation to engage and appeal to the needs and concerns of different stakeholders. 

After all, the deal champion will spend most of the time with the buying committee – not the salesperson. 


In this evolving sales environment, Minoa addresses the challenges posed by buying committees. Our platform fosters collaborative decision-making, enabling various stakeholders in a buying committee to work together efficiently. 

By facilitating the creation of shared business cases and calculating ROI, Minoa ensures that all committee members can actively participate and contribute to the decision-making process.

Additionally, Minoa's tools for value articulation help sales teams effectively communicate the unique benefits of their products or solutions to each committee member, catering to their specific concerns and priorities. This includes giving the deal champion the resources they need to negotiate with the committee effectively. 

The shift from individual decision-makers to buying committees represents a fundamental change in the B2B sales process. Understanding and adapting to this new reality is crucial for sales success. 

Minoa plays a pivotal role in this adaptation, providing the tools and capabilities necessary to navigate the complexities of modern sales engagements effectively.

If you’d like to see Minoa in action, please book a demo here.

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Max Elster
Max Elster

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