The five main buying roles are as follows:
1. The Initiator – the person who decides to start the buying process.
2. The Influencer – the person who tries to convince others they need the product.
3. The Decider – the person who makes the final decision to purchase.
4. The Buyer – the person who is going to write you the check.
5. The User – the person who ends up using your product, whether he had a say in the buying process or not.