Which of the following roles in a buying center is most likely to lead discussions about supplier options?

In the context of a buying center, the role that is most likely to lead discussions about supplier options is the influencer. Influencers are individuals who provide information and recommendations that shape the decision-making process regarding purchases. They possess expertise, knowledge, or experience relevant to the products or services being considered, which allows them to evaluate various supplier options critically.

By guiding conversations about the benefits and disadvantages of different suppliers, influencers help the group identify which options align best with the organization's needs. Their influence can be pivotal in determining which suppliers are ultimately considered for approval by the decision-making group.

While other roles in the buying center have their importance—such as initiators, who initiate the buying process, gatekeepers, who control the flow of information, and buyers, who are responsible for executing the purchase—it's the influencers who typically lead in discussing and assessing supplier offerings, making them central to the deliberative process in selecting vendors.