Sales Process
Miller Heiman / Strategic Selling
Map buying influences and win complex, multi-stakeholder deals.
At a glance
- Best for
- Large deals with many buying influences
- Primary use
- Deal strategy and stakeholder mapping
- Sales stage
- Discovery to close
- Complexity
- High
- Typical user
- Enterprise AE, strategic account manager
Framework
Economic Buyer
Gives final approval and releases money.
User Buyer
Uses the product and judges impact on the job.
Technical Buyer
Screens on specifications and rules.
Coach
Guides you on people, process, and politics.
Win-Results
The personal win and business result for each person.
Red Flags
Missing contacts, new people, or no coach.
Use it when
- Six or more stakeholders are involved.
- The deal spans several departments.
- You must plan a campaign, not a call.
Watch out for
- A blue sheet that is never updated.
- A coach who is not credible with the economic buyer.
Questions
- Who else must agree before this moves?
- What does a win look like for you personally?
- Who is against this and why?
Example
A stakeholder map shows no user buyer contact. The rep runs a workshop with the operations team and removes a late objection.
Best combined with
MEDDPICC, Strategic Account Management
Strength
Clear model of roles, responses, and win results.
Limitation
Heavy to maintain without discipline.
Related frameworks
Official source
Last reviewed: 2026-08-21
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