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Buying Group is a Lusha AI feature that identifies the contacts most likely to be involved in a buying decision at a target company, based on your profile as a seller. Instead of browsing all employees, you get a ranked shortlist of people organized by their role in the deal. This article explains what Buying Group is, the three roles it surfaces, how to access it, and what to do with the results.

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Key concepts

  • Buying Group - a ranked shortlist of contacts identified by AI as relevant to a buying decision at a target company, organized by role.
  • Decision Maker - the senior contact who approves the purchase. Typically a VP, Director, or C-Suite title with budget authority.
  • Champion - the internal advocate who pushes the deal forward. Usually 1-3 people per account. High individual value for deal progression, especially in enterprise.
  • End User - the person who uses the product day-to-day. Often an AE, SDR, Engineer, or Analyst. Higher volume per account; they represent the adoption layer of a deal.
  • Role column - a column in the Buying Group tab that shows which role(s) each contact carries. A single contact can carry more than one role.
  • Draft tab - a prospecting table that opens with your results, ready to reveal and act on.

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How to access Buying Group

Buying Group is available from a companies table - either a search results table or a saved table. Hover over a company to reveal the entry point.

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From a companies table

1

Open a companies table

Go to a companies search results table or a saved company table.
2

Hover over a company row

Hover over a company row.
3

Click Decision Makers

Click the Decision Makers button that appears.
4

Or use View Employees

On a saved table, you can also click the View Employees button and choose an option from its dropdown.
5

Review the draft tab

A new draft tab opens with Buying Group contacts for the selected company.
If no contacts are found for a company, the draft tab shows: “No buying group contacts found for this company.” Use All Employees from the dropdown as an alternative to browse all contacts manually.

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View Employees dropdown options

Available from a saved company table via the View Employees button.
  • All Employees - shows all contacts at the company.
  • Buying Group - returns AI-ranked Decision Makers, Champions, and End Users for this company based on your seller profile.

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Credits

Credit costs vary by role:
These prices are currently in effect only for MCP/API usage. They will be gradually extended to the rest of the platform in the coming period.
  • Viewing the Buying Group table (masked names, job title, company, score) is free.
  • Revealing a contact’s name costs credits as shown above.
  • Revealing contact details - email address or phone number - follows the standard Lusha credit model and costs additional credits, the same as any other contact revealed in Lusha.
  • Multi-role contacts - if a contact is tagged as both a Decision Maker and a Champion, you’re charged 1 credit to reveal them, not 2.
You’ll receive 1 week advance notice before any credit changes go into effect, via email and in-platform notification.

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What to do in the draft tab

From your Buying Group draft tab, you can:
  • Browse and filter contacts by role (Decision Maker, Potential Champion, End User)
  • Sort by Score
  • Reveal contact names (1 credit per contact)
  • Reveal email addresses and phone numbers (standard credits apply)
  • Add contacts to a table

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Understanding your results

Contacts are ranked by score 0-100 - how likely the AI believes each person fits their assigned role for your seller profile. A single contact may appear with more than one role tag (for example, a Director flagged as both a Decision Maker and a Champion). You’re still charged 1 credit to reveal that contact.

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Tips for getting the most out of Buying Group

  • Start with Decision Makers on high accounts - combine with Website Visitors to find companies that visited your site, then pull Buying Group contacts for those accounts.
  • Use Potential champions to accelerate deals - if a deal is stalled, identifying the internal advocate who can move it forward is often more actionable than going back to the decision maker.
  • Don’t skip Low tier - one missed buyer is worse than one extra contact to review.
  • Use End Users for expansion - at existing accounts, End Users help you identify who’s actively using the product and who might champion an upsell.
  • Compare with All Employees - if you’re not finding who you’re looking for, use the Employees dropdown and select All Employees for the full list.
You’re ready to target the right buyers - and the right champions - at every company.
You can also access Buying Group contacts via our API. See the Buying Group API reference for full documentation.