đ„ Hot Take: Influence Isnât GivenâItâs Earned.
In B2B sales, the ability to influence the decision-making team isnât a luxury â itâs a necessity. If youâre not shaping the conversation youâre being left out of it.
đŻ Influence starts with access.
The Priority Sale emphasizes gaining early access, but itâs not just about showing up â itâs about showing up as a credible advisor. To influence, you need to be in the room with the right people before decisions are made. The earlier you connect with high-level decision-makers, the more control you have over shaping their priorities.
đ§ Speak to the Primitive Brain.
To influence decisions, you must connect with the Primitive Brain, which responds to threats and survival instincts. Focus on the risks your prospect faces if they don't act. When you align your solution to their most pressing threats, you engage the part of their brain that drives quick decisions, giving you more influence over the outcome.
đ Unite the buying committee.
You donât just need one person on your side; you need the entire buying committee. Use the H.A.N.D.L.E. framework from The Priority Sale to guide all stakeholders toward a unified vision. Influence each team member by speaking to their specific priorities and concerns, ensuring they all see your solution as the best path forward.
đą Leverage insights, not information.
Decision-makers donât need more dataâthey need insights. Share compelling insights that challenge their current thinking and open their eyes to risks they hadnât considered. By showing them something they didnât know, you position yourself as an expert worth listening to, and your influence grows.
đŹ Ask, donât tell.
You canât influence by force. Instead of telling your prospect what they need, ask provocative questions that lead them to your conclusion. Questions like, âWhat happens if you donât address this now?â or âHow will this impact your growth?â allow you to steer the conversation while letting them feel in control.
đĄ Takeaway
In B2B sales, influence determines the outcome. Gain access early, engage the Primitive Brain, and use insights and questions to shape the conversation. Your ability to influence the buying team will be the difference between winning and losing.