Three people on the buyer side. Same meeting. Completely different questions in their heads.
- The CFO: what does this cost, and when do I see it back?
- The sales leader: will my team actually use it?
- The end user: is this one more tool I have to learn?
Most reps answer whoever is talking. The great ones answer all three, then tie it into one business case the champion can carry into the room after the call.
Start With One Page
That starts before the meeting. Not with a ten page research report. With one page:
- How each person prefers to receive information
- Their business priorities
- Known stakeholders and who influences whom
- Likely concerns
- What happened in previous conversations
- One recommended approach for this call
People form a first impression in seconds. If you know the CFO wants the numbers first and the VP wants the team impact first, you open differently. That first minute sets the tone for everything after it.
Try this: add a one page buyer brief to your prep process for every deal with three or more stakeholders. Limit it to the six items above.
Read the full story in Why Sales Teams Lose Deals They Were Close to Winning.
Learn more about Dextego, Influence Coaching for sales teams, at dextego.com. Explore AI powered prospecting and business development with David Bush at BDR.ai.
Frequently Asked Questions
How do you sell to multiple stakeholders?
Answer each stakeholder’s real question, cost for the CFO, adoption for the sales leader, ease of use for the end user, and tie them into one business case the champion can carry internally.
What goes in a one page buyer brief?
Communication preferences, business priorities, stakeholders and who influences whom, likely concerns, previous interactions, and one recommended approach for the call.