Buyers Are Usually Plural
Who can say no without ever speaking to you?
The idea
In most purchases several people hold different concerns, and one of them only has to say no.
In the real world
A user loves the tool, procurement objects to the contract, and nothing happens.
Going deeper
In most organisational purchases several people hold different concerns, and only one of them needs to object. Your champion sees their own concerns resolved and has no visibility into the others.
This is why deals stall with an enthusiastic advocate and no stated objection. Security, legal, procurement or a competing budget priority is blocking it, and your champion cannot answer for them and often will not say so. The useful map is who signs, who uses it, and who can veto without ever speaking to you — the third group is where stalled deals usually live.
Where it stops applying
In small companies and low-value purchases the buyer really may be one person, and mapping a committee that does not exist adds friction and slows the deal.
Why it matters
It explains deals that stall with an enthusiastic champion and no visible objection.
Try this today
For one open deal, name who signs, who uses it, and who could veto it.
Test yourself
Your champion is enthusiastic and the deal has been about to close for two months. What is the most likely explanation?
Show the answer
Someone else has a concern your champion cannot answer — security, legal, budget or a competing priority — and is not in the conversation. Enthusiasm from one person tells you nothing about the people who have to agree.
Learn this in the feed Answering from memory, then again days later, is what makes it stick.