🔥 Hot Take: Influence Isn’t Given—It’s Earned.
In B2B sales, the ability to influence the decision-making team isn’t a luxury – it’s a necessity. If you’re not shaping the conversation you’re being left out of it.
🎯 Influence starts with access.
The Priority Sale emphasizes gaining early access, but it’s not just about showing up – it’s 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.
🧠 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.
🔄 Unite the buying committee.
You don’t 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.
📢 Leverage insights, not information.
Decision-makers don’t need more data—they need insights. Share compelling insights that challenge their current thinking and open their eyes to risks they hadn’t considered. By showing them something they didn’t know, you position yourself as an expert worth listening to, and your influence grows.
💬 Ask, don’t tell.
You can’t influence by force. Instead of telling your prospect what they need, ask provocative questions that lead them to your conclusion. Questions like, “What happens if you don’t address this now?” or “How will this impact your growth?” allow you to steer the conversation while letting them feel in control.
💡 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.