What is an influencer in the business buying process?

• A. People who set final purchase price.
• B. External stakeholders who influence outside of the buying group.
• C. Those who manage after-sales service.
• D. Influencers are those who developed the specifications and RFPs; they also evaluate alternative products.

Answer: (D)

In business buying, influencers are the people who shape what the organization needs and how those needs will be evaluated. They help set the criteria by developing the specifications and the requests for proposals (RFPs), and they assess competing products to see which best meets those requirements. This influence comes from providing technical and functional input that guides the decision, even if they aren’t the ones who make the final call.

The described role fits this idea precisely: individuals who draft the specs and RFPs and then evaluate alternatives to determine the best solution. Other choices miss this element—setting final purchase price is typically a negotiation or procurement task, after-sales service is about post-purchase support, and external stakeholders outside the buying group aren’t the standard internal influencers shaping requirements and evaluating options.