The journey for somebody buying on behalf of others entirely

4 days ago
3 min read

Updated: 2 days ago

Introduction

A significant proportion of purchases are made by somebody who will not use the thing they are buying. An adult arranging care for a parent, an office manager choosing a supplier, a landlord fitting out a property, one partner organising something for a household. They are deciding on behalf of a person or a group whose judgement they will face afterwards.

That changes the journey substantially. The dominant risk is not that the purchase will disappoint them; it is that it will disappoint somebody else and they will be held responsible. Businesses that market to the end user, when the buyer is a proxy, are addressing the wrong anxiety entirely.

1. The journey for somebody buying on behalf of others carries a different risk

The central difference.

Their exposure is reputational. A poor outcome means having chosen badly in front of somebody whose opinion matters, which is a heavier consequence than personal disappointment. It also persists long after the purchase.

2. They need to be able to justify the choice

The practical requirement.

Whatever you give them has to survive being explained to somebody who was not part of the process. Material that only works in conversation does not travel. Write it so it makes sense with no context at all.

3. Defensibility beats optimality

The criterion they actually apply.

A safe, explicable, conventional choice is preferred over a better but unusual one. This is rational given their position and it should shape what you emphasise. Evidence, references and a clear process matter more here than distinctiveness.

4. Find out who they are answerable to

The question to ask early.

A parent, a board, a partner, a tenant, a committee. Knowing this tells you what the material needs to withstand and it is a normal question at the first conversation. Most proxy buyers answer it readily and are relieved to be asked.

5. Give them something to hand over

The deliverable.

A one-page summary covering what, why, how much, over what period, and what happens if something goes wrong. This is your presence in a conversation you will not attend. Assume it will be read in three minutes by somebody with no background.

6. Address the end user's concerns too

The dual audience.

The proxy is deciding and somebody else will experience it. Material that speaks to both is what allows the buyer to present the choice confidently. Ask what the end user is worried about, not only the buyer.

7. Expect a slower decision

The timing consequence.

Consultation takes time and involves people with their own schedules. Following up as though the buyer decides alone misreads why nothing has happened.

8. Make it easy to change their mind safely

The risk reduction.

A trial, a phased start, a break clause. Anything that limits the consequences of being wrong is worth more to a proxy buyer than to somebody deciding for themselves.

9. Support them after the decision too

The continuing exposure.

They remain accountable after the purchase. Keeping them informed, so they are never surprised by something the end user tells them, protects the relationship and the referral.

Where the proxy is arranging something on behalf of somebody vulnerable, or handling another person's information, there are consent and authority questions that vary by jurisdiction and sector. Establish who has authority to agree what, in writing, rather than assuming.

Conclusion

Address the risk of having chosen badly in front of somebody else.

Recognise that their exposure is reputational rather than practical, give them material that survives being forwarded, understand that a defensible choice beats an optimal one, ask early who they are answerable to, provide a one-page summary they can hand over, speak to the end user's concerns as well as the buyer's, expect a slower decision because consultation takes time, reduce the consequences of being wrong with a trial or a phased start, and keep them informed after the decision.