The Economic Buyer is the person who holds the final authority in the buying decision. They have the power to approve the purchase, even if others are opposed, or to reject it, despite others being in favor.
How Can I Identify the Economic Buyer?
We have some tough news for you – the term "Economic Buyer" and its definition are unique to sales.
You won’t find a customer who refers to anyone as an "Economic Buyer," nor will they use a title that directly aligns with this role.
This puts you in the position of figuring out who this person is, and it’s not always straightforward. Sellers often make the mistake of either under-qualifying or over-qualifying who the Economic Buyer really is, which makes identifying them even trickier.
Qualifying an Economic Buyer
The Economic Buyer (EB) has the final decision-making authority to either push the project forward or stop it—regardless of the positions held by other stakeholders, such as your Champion or Counter Champion.
Key traits of the Economic Buyer include:
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Strategic Focus – Their decisions are closely aligned with the strategic objectives of the organization.
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Visibility in the Annual Report – You’ll likely find their role or initiatives outlined in the company’s annual report or public-facing documents.
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Discretionary Funds – They have access to discretionary funds that aren’t part of the formal budget, allowing them to make quick financial decisions.
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Profit and Loss Responsibility – The EB is likely to have P&L responsibility, giving them a direct stake in the financial health of the organization.
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Contract Approval – They will either sign the contract themselves or be part of the approval process leading to the final signature.
Becoming Engaged with the Economic Buyer
The success of your deal heavily depends on how effectively you engage with the Economic Buyer. This is often a challenging process that demands skill, patience, and persistence.
Your Champion will be a key player in helping you identify and connect with the Economic Buyer. If your Champion is unwilling or unable to introduce you to the Economic Buyer, this should be considered a major red flag and a significant risk to the success of your deal. It’s essential to address this issue immediately and find a way to resolve it before it jeopardizes your progress.
Once You’re Engaged with the Economic Buyer
This is one of the most critical moments in your entire deal. Metaphorically, if you get this right, you’re placing yourself firmly in pole position for the race ahead.
Your goal now is to show the Economic Buyer that you're not just another vendor—you’re someone who brings real business value. And that starts with speaking their language.
That’s easier said than done. You’ve likely been waiting for this meeting, eager to talk about how great your solution is. But hold that instinct. This isn’t the time for a product pitch. Be consultative. Focus on the business outcomes and strategic goals they care about. Ask smart questions. Listen. Align yourself with what they’re trying to achieve.
If you do this well, you won’t just earn their attention—you’ll earn their trust.
Establishing Trust and Authority
One of the fastest ways to earn credibility with an Economic Buyer is by demonstrating that others—especially peers or similar organizations—have trusted you and seen real results.
Consider referencing:
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What challenges you’ve helped others solve
Highlight specific business problems you’ve addressed that are relevant to the EB’s world. -
What outcomes those organizations achieved
Share measurable results—cost savings, revenue growth, improved efficiency, or reduced risk. -
Any shared connections or networks
Mention mutual contacts, customers, or partners. Familiar names create instant trust and relatability. -
Who you can connect them with
Offer introductions to existing customers or thought leaders who can validate your credibility and share firsthand experiences.
When you can back up your value with proof and people they recognize, you move from being a seller to being a trusted peer.
The Economic Buyer’s Role in Your Sales Journey
The questions your Economic Buyer asks you will shift and evolve as your sales process progresses.
Early Stage – Building Trust
At the beginning of the sales process, your Economic Buyer is focused on two key questions:
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"How much support and value will you actually bring?"
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"Can I trust you to deliver on what you promise?"
Mid-Stage – Evaluating Your Value
At this point in the sales process, the Economic Buyer is asking:
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"How does the value you offer stack up against other options?
Late Stage – Validating the Value
At this stage, the Economic Buyer is asking:
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"Have you demonstrated the value through credible references?"
Economic Buyer Post-Sale
Once the deal is finalized, the Economic Buyer will likely have little direct involvement with the solution's day-to-day execution. However, their role remains significant in ensuring the overall success of the project.
Top sellers understand that keeping the Economic Buyer in the loop during the implementation process can pay off down the road, especially when it's time to revisit them for renewals or potential upsell opportunities. Moreover, if you deliver on your promises and demonstrate value, the Economic Buyer could become a powerful reference for your future deals.
Overview of the Economic Buyer
The Economic Buyer holds the ultimate decision-making power in the process. They can override consensus, saying "No" when others are in favor and agreeing to move forward with a "Yes" even if others have reservations.
While connecting with the Economic Buyer is vital, the manner in which you engage with them is just as crucial.
Building trust, aligning your conversation with their priorities, and speaking their language can be the difference between advancing the deal or losing it.