The buyerBuyer A buyer is an individual or organizational entity that purchases a product or subscribes to a service., along with others in their company, has made a tentative decision to purchase your productProduct Product refers to anything (an idea, item, service, process or information) that meets a need or a desire and is offered to a market, usually but not always at a price., and they are, as the name of the step says, fully evaluating it. They are looking over your product or service carefully to make sure it is a good fit.

It makes sense, then, that the corresponding stage of the Pipeliner Selling System is Convince—for at this stage you must convince your buyer that your product or service is indeed the only one they need.

More than Just The Buyer

In a B2BB2B B2B is an acronym for Business-to-Business, a model for selling, relationship-building, or engagement. sale, it will be more than just the buyer doing the evaluation. Each one of the stakeholders involved will have their own personal concerns. For example, the one over in finance will be most worried about ROI. Another one in IT might be concerned with integration. Managers will be concerned with the impact on userUser User means a person who uses or consumes a product or a service, usually a digital device or an online service. efficiency.

In order to close the sale, the salesperson must keep track of each of these concerns and make sure each of them are fully addressed. With its unique, visual Smart Org Chart & Buying Center, Pipeliner CRM is perfect for this task.

Buyer’s Personal Emotions

It may seem that a buyer since they are evaluating a product or service for a company, may not have much of a personal stake in it. But the actual fact is that the buyer has an enormous personal stake. Such a purchase can have significant ramifications for them: on the upside, it could be career-enhancing, or on the downside, it might get them fired. If they commit the company to a purchase, they’re putting their personal stamp of approval on that product, and will forever be associated with it. So you not only need to convince the buyer that it’s good for the company, but also that it’s a good move for them personally.


Whether or not they have disclosed it to you, it very well could be that a competitor’s product or service is also being evaluated. As a salesperson, you must be totally prepared for that, and for smoothly presenting your case against any competitor. That way when the buyer calls you with arguments in favor of such a competitor, you can shoot them down one by one and bring the buyer back to your side.

If you skillfully bring the buyer and their company through the Evaluator stage, congratulations!  You have closed the sale! They then proceed to the Customer stage of the buyer’s journey.