20 Best Employee Advocacy Software In 2026
10 Best Employee Advocacy Software Shortlist
Here's my pick of the 10 best software from the 20 tools reviewed.
Finding the right employee advocacy software can feel overwhelming. With so many options, how do you choose the one that fits your team's needs? I get it—I've been there too. Employee advocacy tools can boost your team's engagement and amplify your brand's reach. But not all tools are created equal. That's where I come in.
I've spent countless hours testing and reviewing these tools to bring you an unbiased list of the best options. You can trust that my picks are based on thorough research and firsthand experience.
In this article, you'll find a selection of top employee advocacy software solutions. I'll guide you through their features, benefits, and what makes each one stand out. Let's dive in and find the perfect fit for your team.
Why Trust Our Software Reviews
Best Employee Advocacy Software Summary
There are many employee advocacy software on the market, so which ones should you pay attention to? Here, I’ll be detailing the top employee advocacy platforms for your brand.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for LinkedIn-focused advocacy | Free trial available | From $23/user/month (billed annually) | Website | |
| 2 | Best for collaborative digital greetings | Not available | Available upon request | Website | |
| 3 | Best all-in-one employee advocacy tool | Free demo available | Pricing upon request | Website | |
| 4 | Best social intranet platform | Free demo available | Pricing upon request | Website | |
| 5 | Best for feedback loops | Free trial available + free demo available | From $928/month, billed annually | Website | |
| 6 | Best for social selling and social media amplification | Free trial available | From $417/50 users/month, billed annually | Website | |
| 7 | Best for content curation | 30-day free trial | From $199/seat/month (billed annually) | Website | |
| 8 | Best for B2B businesses | Free demo available | Pricing upon request | Website | |
| 9 | Best employee advocacy management tool | 30-day free trial + free demo available | Pricing upon request | Website | |
| 10 | Best for employee engagement | Free plan available | Pricing upon request | Website |
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Eloqua
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3 -
Optimizely
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.2 -
Uberflip
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3
Best Employee Advocacy Software Reviews
There are many employee advocacy software on the market, so which ones should you pay attention to? Here, I’ll be detailing the top employee advocacy platforms for your brand.
Vulse helps teams support LinkedIn-focused advocacy, making it a practical choice for B2B companies that rely on employee sharing to extend their reach. The platform lets employees easily access, share, and schedule approved content on LinkedIn. With built-in tracking, teams can see which posts perform best and keep brand messaging consistent.
Why I Picked Vulse
I picked Vulse because it focuses on LinkedIn-focused advocacy, which matters most for B2B teams. Its direct LinkedIn integration provides accurate performance data, making it easier to track how employee posts perform. The tone-of-voice settings also help keep messaging consistent across shared content, while built-in guidance helps teams set up and manage advocacy programs.
Vulse Key Features
In addition to its LinkedIn focus, Vulse offers:
- Content Library: Provides a repository of pre-approved content for quick, easy sharing within your team.
- Live Analytics: Offers real-time insights into content performance, helping you adjust strategies swiftly.
- Team Leaderboards: Encourages healthy competition among employees, boosting participation in advocacy initiatives.
- Security Compliance: Ensures all data and content sharing adhere to ISO 27001 and GDPR standards, protecting your organization's information.
Vulse Integrations
Integrations include LinkedIn. Native integrations are not currently listed by Vulse, but users can explore custom integrations through available APIs.
Pros and cons
Pros:
- Built-in guidance helps teams structure advocacy efforts
- User-friendly dashboard simplifies content management tasks
- Seamless integration with LinkedIn enhances content sharing
Cons:
- Dependency on LinkedIn API may limit future adaptability
- Analytics depth is more basic compared to advanced social platforms
Kudoboard is an online group card platform that helps teams celebrate milestones, show appreciation, and foster connection. It lets multiple contributors add messages, images, videos, and GIFs to a shared board, making it a more interactive and personalized alternative to traditional greeting cards.
Why I picked Kudoboard: I included Kudoboard because it turns employee recognition into a collaborative, creative process. Instead of passing around a physical card, your team can build an online board together for birthdays, farewells, work anniversaries, and more. You can customize backgrounds, add multimedia, and even collect funds for a gift card—all in one place. It’s especially helpful for remote or hybrid teams who still want to share in-the-moment celebrations.
Kudoboard Standout Features and Integrations
Standout features include automated eCard creation for birthdays and anniversaries, the ability to print boards as books or posters, and a slideshow mode for in-person events. Kudoboard also offers custom branding so your recognition efforts feel on-brand, plus bulk board creation for enterprise needs.
Integrations include Slack, Microsoft Teams, single sign-on (SSO) tools, HRIS platforms, and intranet systems, making it easy to embed recognition into your existing workflows.
Pros and cons
Pros:
- Offers print and slideshow options for events
- Supports multimedia (GIFs, videos, photos) for personalization
- Encourages team collaboration on celebrations
Cons:
- Branding customization only on paid plans
- Limited free version features
Sociabble is an all-in-one employee advocacy software that helps marketing teams respond to most advocacy needs. It allows users to access all types of essential features, everything from aggregating relevant content through URLs and social media channels to analyzing program performance.
Why I picked Sociabble: This platform made the list because it's an all-in-one tool that helps your business with internal communications, employee advocacy, and employee engagement. Sociabble is a one-stop hub for curating content for teams to share, including photos, videos, and audio files. When using Sociabble, you can aggregate your content from official company channels and content suggested by other team members and administrators.
Sociabble can also help you introduce social selling into your employee advocacy program. Your teams can implement proper social selling strategies by making recommendations and demonstrating their knowledge. You can also use Sociabble’s analytics to track lead generation that comes from social selling.
Sociabble Standout Features and Integrations
Standout features include gamification tools that encourage team members to become more excited about promoting your company’s content through tools such as leaderboards, campaigns, quizzes, and badges. Sociabble also provides analytics dashboards, including personal dashboards that offer unique metrics for social sellers; you can do deep dives from more specific data for content performance, including lead generation tracking.
Integrations include a small number of native integrations, including Microsoft Teams, Okta, Optimizely, and SignNow. However, you can use a paid Zapier account or Sociabble’s API to create custom integrations with your toolset.
Pros and cons
Pros:
- User interface is easy to navigate
- Responsive support team
- All-in-one tool for employee advocacy and communications
Cons:
- Inability to customize gamification feature
- Steep learning curve
Haiilo helps businesses create a social intranet within their organization to help improve employee engagement. The platform offers a space where employees can select posts to share and schedule them to go live.
Why I picked Haiilo: I thought Haiilo would be a relevant addition to this article because it allows users to create a social intranet, or in other words, an internal social network, to help employees quickly find content to share externally. You can put together internal and external content you wish for your employee advocates to share on other social media networks. Haiilo allows you to control your company’s content streams and schedule links to be available to employees at the best times for them to share.
Haiilo Standout Features and Integrations
Standout features include captivating captions for your advocates, ensuring the content they share resonates with your target audience, drives engagement, and aligns with your brand’s voice and messaging. Haiilo also offers comprehensive social media integrations, allowing you to connect all social media channels, ensuring a consistent brand message across networks.
Integrations include connections with tools to help extend features and enhance productivity, such as Box, Drupal, Google Workspace, HubSpot CRM, Microsoft 365, Okta, OneLogin, Salesforce, Slack, Yammer, and other software options. You can also create custom integrations with a paid Zapier account or Haiilo’s API.
Pros and cons
Pros:
- Effective company communication features
- Easy to share content among teams
- Social intranet increases employee participation
Cons:
- Inviting team members is a manual task
- Attaching large number of images is challenging
Ambassify helps marketing teams get a feedback loop to help them refine their employee advocacy and communication strategies. This helps companies provide content suggestions they want employees to share and A/B test content campaigns.
Why I picked Ambassify: Testing different content is essential for identifying what performs best, so I added Ambassify because it can help you get a feedback loop when employees share company content. With Ambassify, you can allow your advocates to post various copies and visuals when sharing your content. Your advocates can choose their preferred angle to promote, and you can see what performs best.
Ambassify Standout Features and Integrations
Standout features include tools to help ambassadors share videos natively without redirecting your audience to a video landing page. You can also use the platform’s smart scheduling tool to automatically share posts at the best time to reach your audience when they’re most active.
Integrations include connections with various business tools such as HubSpot, Intercom, Mailchimp, Marketo, Microsoft Teams, Salesforce, and Slack. You can also use a paid Zapier account to connect Ambassify with your current systems.
Pros and cons
Pros:
- Excellent customization options
- Fast customer support
- Simple and user-friendly
Cons:
- Regular API changes cause features to break
- Pricing isn’t suitable for small businesses
GaggleAMP uses social selling and social media amplification capabilities to increase employee empowerment, influence branding prospects, and marketing campaign execution.
Why I picked GaggleAMP: This platform makes an excellent addition to this article because it helps get teams to be more active on social media and present them as credible, insightful resources for your target audience. GaggleAMP enables your teams to use social media as a fully-functioning marketing channel to help send more leads to your pipeline. The software also points everyone to the exact conversations on social media and allows your advocates to contribute.
GaggleAMP also empowers your employee advocates to amplify social media marketing campaigns without you having to pay to boost posts. Your employees can reach relevant people your brand isn’t connected to. GaggleAMP will help you leverage employee advocates to open your brand to new people your business might miss.
GaggleAMP Standout Features and Integrations
Standout features include gamification and reward tools to create friendly employee competition and increase participation in employee advocacy programs. GaggleAMP also offers artificial intelligence to diversify employee advocacy efforts by enabling you to generate a single brand message to all employees and allow team members to automatically create alternative messaging while staying true to your original message.
Integrations include connections with top marketing, CRM, communications, and email tools, such as Google Analytics, Google Workspace, HubSpot, Mailchimp, Marketo, Microsoft Teams, Okta, OneLogin, Salesforce, Slack, and other software options. You can use GaggleAMP’s API or a paid Zapier account to create custom integrations with your business applications.
PROS
Highly experienced support reps
Motivational gamification features
Easy to use
CONS
Number of features is overwhelming
Some glitching can occur
Employee Advocacy by Sprout Social offers a way for marketing leaders to curate content that populates their employees’ feeds. Team members can then easily share this content with their personal accounts if they want to.
Why I picked Employee Advocacy by Sprout Social: I added Employee Advocacy by Sprout Social to this list because it allows you to curate content for employees to share across their social networks. The platform makes it easy for your teams to access approved content and simplifies content curation processes for you. Your employees can find the content you curate through an interactive feed and simple, shareable options.
Employee Advocacy by Sprout Social makes your social content available in a feed that employees can look through and select posts relevant to their interests. The software also offers curated email digests that remind your advocates to engage with content and provides them with content-sharing suggestions.
Employee Advocacy by Sprout Social Standout Features and Integrations
Standout features include message tools that enable you to provide pre-approved message ideas so employees can be confident about staying on-brand. The platform also empowers employee advocacy to explore and follow topics relevant to their roles and receive content suggestions.
Integrations include connections with top business tools to help you stop jumping between platforms to perform critical tasks, such as Canva, Dropbox, Feedly, Google Analytics, Google Drive, HubSpot, Marketo, Microsoft Dynamics 365, Salesforce Marketing Cloud, Zendesk, and other software options. If you have a paid Zapier account, you can create custom integrations between the platform and your systems.
Pros and cons
Pros:
- Easy to navigate
- Simple content upload
- Organizations can share news and reports on social
Cons:
- Not many social network integrations
- Only admins can edit content
New Product Updates from Sprout Social
Sprout Social's New Design to Draft Integration
Sprout Social now allows designs from Canva and Adobe Express to be sent directly as draft posts. This update offers a more efficient way of integrating design tools with your social media management processes. For more information, visit Sprout Social's official site.
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Oktopost focuses on helping B2B businesses with employee advocacy programs and amplifying their brand on social media.
Why I picked Oktopost: If you’re working in a B2B business, I wanted to add a platform worth considering. Oktopost helps B2B organizations simplify social media and employee advocacy programs on a single platform. The software will pull content from your corporate channels for your teams to share on advocacy channels.
Oktopost helps your B2B business track critical metrics like clicks, conversions, and engagement. It helps your b2B business enhance brand awareness and generate results, allowing you to measure your advocacy program’s impact on your bottom line.
Oktopost Standout Features and Integrations
Standout features include an advocacy board that allows your employee advocates a tool to quickly find, filter, recommend, and share company content to personal social media profiles. The platform also provides topics to help you tailor your board to every advocate, where you can segment posts and make it easier for employees to find the most relevant content.
Integrations include simple connections to enhance the flow of social media data with your existing systems, such as Google Analytics, HubSpot, JumpCloud, Looker Studio, Marketo, Microsoft Dynamics 365, Microsoft Teams, Okta, Salesforce, SugarCRM, and other software options. You can also use a paid Zapier account to create custom integrations with your business applications.
Pros and cons
Pros:
- Effective data presentations
- Simple advocacy organization
- Easily grows B2B social presence
Cons:
- Slight learning curve
- Some tagging limitations
Hootsuite Amplify is designed to help businesses effectively manage employee advocacy programs. It enables team leaders to provide curated post libraries accessible to employees.
Why I picked Hootsuite Amplify: Hootsuite is a popular social media management platform many organizations use. The vendor now offers an employee advocacy tool called Hootsuite Amplify, enabling administrators to specify and remind employees about content they want them to share. You can use Amplify to issue invites to your advocates and assign them to specific groups to ensure content remains relevant to particular people and their audiences.
Hootsuite Amplify allows you to send email notifications to advocates about your latest content and updates. When employees see the notification, they can scroll through the feed, select a post to engage with and share it on social media. You can also share pre-approved content with employees and allow them to post it through a mobile app.
Hootsuite Amplify Standout Features and Integrations
Standout features include tools to help you extend your company’s reach and engagement and meet your marketing goals. Hootsuite Amplify can also help your business strengthen your employer brand and enhance recruitment processes.
Integrations include a range of connections with tools that fit the way your teams work, such as Airtable, Asana, Basecamp, Dropbox, HubSpot, Mailchimp, Microsoft Dynamics, Notion, Salesforce, Slack, and other software options. You can also use a paid Zapier account to create custom integrations with your systems.
Pros and cons
Pros:
- Automatically shortens links
- Allows competitor comparisons
- Easy to use
Cons:
- No individual engagement reports
- Trouble posting on multiple platforms simultaneously
EveryoneSocial is an ideal choice for marketing teams looking for a solution to engage every employee regardless of their department. It offers employee engagement capabilities that allow team leaders to modify their members’ interface so everyone stays engaged with numerous incentives.
Why I picked EveryoneSocial: You can use EveryoneSocial to enable employees to share content on social media and increase their engagement by allowing them to like or tag other colleagues. This helps ensure that everyone sees crucial social media information. You can also use EveryoneSocial to empower sales teams, increase external and internal communications, and utilize employees’ efforts to source new talent.
EveryoneSocial Standout Features and Integrations
Standout features include tools to help your employees speed up word-of-mouth marketing by offering a single space for your content. EveryoneSocial also provides features to ensure everyone shares the right message when acting as an ambassador for your brand.
Integrations include support for many tools marketing teams use in their daily tasks, such as Adobe Analytics, Google Analytics, Highspot, Khoros, Microsoft Teams, Outreach, Salesforce, Salesloft, Slack, Workvivo, and other software options. You can also use EveryoneSocial’s API to create custom integrations with your current systems.
Pros and cons
Pros:
- Provides ready-made content captions
- Allows simple content sharing
- Multiple employee engagement tools
Cons:
- Only supports small-size images
- Tagging people on LinkedIn is complex
Other Employee Advocacy Software Tools
Because there are so many employee advocacy software options, it’s worth creating another list of possibilities worth some consideration. Below is a list of other employee advocacy platforms that are nailing it in the business world and helping companies increase their presence.
- PostBeyond
For employee social sharing
- SocialToaster
For sharing branded content
- DSMN8
For content reach
- Clearview Social
AI-based scheduling platform
- StoryChief
End-to-end content solution
- Socxo
For expanding organic reach
- Influitive
For building advocate communities
- DrumUp
For identifying relevant, shareable stories
- Viral Nation Empower
For employee-generated content
- Zuberance
For tracking advocate KPIs
Related Reviews
Below, you’ll find other advocacy software reviews that discuss and evaluates other tools that empower others to promote your organization.
- Customer Advocacy Software
- Affiliate Marketing Software
- Influencer Marketing Software
- Social Listening Tools
- Employee Advocacy Software
- Brand advocacy software
Employee Advocacy Software Selection Criteria
When selecting the best employee advocacy software to include in this list, I considered common buyer needs and pain points like improving employee engagement and enhancing brand visibility. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Enable employee content sharing
- Track social media engagement
- Provide analytics and reporting
- Facilitate content curation
- Support multi-platform integration
Additional Standout Features (25% of total score)
To help further narrow down the competition, I also looked for unique features, such as:
- Gamification to encourage participation
- AI-driven content recommendations
- Customizable branding options
- Advanced security features
- Integration with CRM systems
Usability (10% of total score)
To get a sense of the usability of each system, I considered the following:
- Intuitive user interface
- Minimal learning curve
- Clear navigation paths
- Responsive design for all devices
- Efficient workflow management
Onboarding (10% of total score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Step-by-step product tours
- Access to webinars and workshops
- Comprehensive onboarding guides
- Personalized onboarding support
Customer Support (10% of total score)
To assess each software provider’s customer support services, I considered the following:
- 24/7 support availability
- Multichannel support options
- Access to a knowledge base
- Availability of live chat support
- Dedicated account managers
Value For Money (10% of total score)
To evaluate the value for money of each platform, I considered the following:
- Competitive pricing models
- Flexible subscription options
- Discounts for volume purchases
- Transparent pricing information
- Return on investment potential
Customer Reviews (10% of total score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- High overall satisfaction ratings
- Positive feedback on feature set
- Consistent praise for customer support
- Notable improvements in engagement
- Frequent updates and enhancements
How to Choose Employee Advocacy Software
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| Scalability | Can the software grow with your team? Consider how many users it supports and if it can handle increased content volume as your business expands. Look for flexible plans that accommodate future growth without steep price hikes. |
| Integrations | Does it work with your existing tools? Ensure seamless integration with your current platforms like CRM, social media, and communication tools. Avoid solutions that require complicated workarounds or additional software to connect with your existing systems. |
| Customizability | Can you tailor it to your needs? Look for software that allows you to customize dashboards, reports, and workflows to match your processes. Avoid rigid systems that don't adapt to your specific requirements or branding needs. |
| Ease of use | How intuitive is the interface? Evaluate if your team can quickly learn and navigate the platform without extensive training. Consider tools with user-friendly interfaces that minimize the learning curve and increase adoption rates among employees. |
| Implementation and onboarding | How smooth is the transition? Assess the support provided during setup and the quality of onboarding resources like tutorials and guides. Avoid platforms with lengthy implementation times or poor support that could disrupt your operations. |
| Cost | Is it within your budget? Compare pricing models and look for hidden costs. Consider the total cost of ownership, including any additional fees for extra features, support, or training. Make sure the pricing aligns with your budget constraints. |
| Security safeguards | How secure is your data? Ensure the software complies with industry standards and offers features like data encryption, user authentication, and regular security audits. Avoid platforms with weak security measures that could put your data at risk. |
| Support availability | Will you get help when needed? Check for 24/7 support options and the availability of multiple support channels like phone, email, and chat. Avoid vendors with limited support hours or slow response times that could leave you stranded during critical situations. |
What Is Employee Advocacy Software?
Employee advocacy software is a tool that helps companies amplify their brand reach by enabling employees to share approved content on their social media networks. Marketing and communications professionals generally use these tools to boost brand visibility and engagement. Content sharing, analytics, and integration capabilities help with managing and measuring the impact of advocacy efforts. Overall, these tools enhance a company's online presence by leveraging the social power of its workforce.
Features
When selecting employee advocacy software, keep an eye out for the following key features:
- Content sharing: Enables employees to easily share pre-approved content across their social media networks, boosting brand visibility.
- Analytics dashboard: Provides insights into the reach and engagement of shared content, helping you measure success.
- Content library: Organizes and stores branded assets for easy access and distribution by employees.
- Gamification tools: Encourages employee participation by rewarding engagement and creating a sense of competition.
- Customizable branding: Allows you to tailor the platform to align with your company's branding and messaging needs.
- Integration capabilities: Connects seamlessly with existing tools like CRM and social media platforms to streamline processes.
- Security safeguards: Protects your data with features like encryption and user authentication, ensuring compliance with industry standards.
- Training resources: Offers tutorials, guides, and webinars to help new users quickly learn and adopt the platform.
- Scheduling tools: Automates the timing of content posts to optimize visibility and engagement on social media channels.
Benefits
Implementing employee advocacy software provides several benefits for your team and your business. Here are a few you can look forward to:
- Increased brand visibility: By enabling employees to share content, your brand reaches a wider audience and gains more exposure.
- Enhanced employee engagement: Gamification and participation rewards motivate employees to actively engage with and promote your brand.
- Improved content management: A centralized content library makes it easy to organize, access, and distribute branded assets.
- Data-driven insights: Analytics dashboards provide valuable insights into content performance, helping you make informed decisions.
- Consistent messaging: Customizable branding ensures that all shared content aligns with your company's voice and goals.
- Time savings: Scheduling tools automate content posting, freeing up time for your team to focus on other tasks.
- Stronger social presence: Integration capabilities connect your advocacy efforts with existing tools, enhancing your overall social media strategy.
Costs & Pricing
Selecting employee advocacy software requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in employee advocacy software solutions:
Plan Comparison Table for Employee Advocacy Software
| Plan Type | Average Price | Common Features |
|---|---|---|
| Free Plan | $0 | Basic content sharing, limited analytics, and restricted user access. |
| Personal Plan | $5-$25/user/month | Enhanced content sharing, basic analytics, customizable branding, and limited integrations. |
| Business Plan | $26-$50/user/month | Advanced analytics, gamification features, content library access, and multiple integrations. |
| Enterprise Plan | $51-$100+/user/month | Full analytics suite, custom reporting, dedicated support, and unlimited user access. |
Employee Advocacy Software FAQs
Here are some answers to common questions about employee advocacy software:
What is the primary purpose of employee advocacy software?
The primary purpose of employee advocacy software is to enable employees to share company-approved content on their personal social media accounts. This helps increase brand visibility and credibility by leveraging employees’ networks. It’s a tool that aligns your team’s efforts with your marketing and communication strategies, ensuring consistent messaging. By using this software, you can track engagement and analyze the impact of your advocacy campaigns, helping you refine your approach over time.
Can employee advocacy software integrate with existing systems?
Yes, most employee advocacy software can integrate with existing systems like CRM, social media platforms, and communication tools. This integration ensures a smooth workflow and maximizes the efficiency of your advocacy efforts. Before purchasing, check the software’s compatibility with your current systems to avoid any disruptions. If you’re unsure, contact the vendor for detailed integration information and support options.
Is training required to use employee advocacy software?
Yes, some training is usually required to use employee advocacy software effectively. While many platforms are user-friendly, understanding all the features and capabilities can take time. Vendors often provide tutorials, webinars, and support to help you get started. Make sure your team is comfortable using the software to maximize its benefits. Allocating time for training can lead to better adoption and more successful advocacy campaigns.
How do I measure the success of employee advocacy efforts?
To measure the success of employee advocacy efforts, track metrics like engagement rates, reach, and content shares. Most software provides analytics dashboards that give you insights into these metrics. Set specific goals for your advocacy campaigns, such as increasing brand awareness or driving website traffic, and use the data to evaluate your progress. Regularly review your strategy and adjust based on the results to improve your outcomes.
What’s Next:
If you're in the process of researching employee advocacy software, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.