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Author: Haina Notes Number: 106th original essay
Hi friends
For those of us in B2B, who hasn’t been caught off guard by “I thought it was a sure thing”?
The VP pats your shoulder: “Xiao Wang, I reviewed the proposal, it looks good!”
Purchasing manager Li nods: “In terms of process, there shouldn’t be any issues.”
You feel great—this deal is almost in the bag.
What happens next? Two weeks later, a WeChat message:
“After testing and evaluation by the technical department, the current proposal does not meet XX standards…”Bang! It’s over.
In B2B sales, there is fundamentally no such thing as a ‘customer’—what you face is a room full of people, each with their own thoughts and opinions.
▎The painful truth: Nodding? That’s just politeness.
In B2C, you only need to convince one person;
In B2B? Out of seven people, if six are silent and one shakes their head—it’s still a no-go.
“Even if it’s the top decision-maker, it’s hard to push a deal through when everyone else is against it.”
“Even if it’s just a grassroots employee… as long as they say the technology doesn’t meet standards, you still can’t close the deal.”
You think you’re advancing the project?
Actually, you’re walking a tightrope—it’s fine if no one is applauding below, but you absolutely cannot have someone kick you off.
▎Why don’t they nod? Because they’re afraid!
Don’t waste time pondering “what do they want”; first ask:What are they trying to avoid?
What is the technical department avoiding?—”If the system crashes, the blame falls on me!”
What is the purchasing department avoiding?—”If it’s 3% more expensive, how do I explain it during the audit?”
What are the system guys avoiding?—”No matter how great the new system is, I’m the one clicking the mouse!”
What is the finance lady avoiding?—”If there’s a typo in the contract, my reimbursement will be a nightmare!”
The truth about multi-person decision-making: It’s not about seeking a win-win, it’s about avoiding problems.
They don’t need to praise you; they just need to—not find any mistakes.
▎How do seasoned salespeople break the deadlock? They don’t seek to please, they dismantle the bombs.
Experts have already changed their approach:
They don’t seek “everyone to like me”
They focus on one thing:Remove each person’s “veto ammunition” in advance!
For the technical department:Clearly defined testing standards + who takes responsibility if something goes wrong—so they can sleep soundly
For the purchasing department:Peer comparison table + clear understanding of total lifecycle costs—so they dare to sign
For the user guys:Automate what can be automated, minimize forms—so they can catch the last bus home
For finance:Clear terms, no skipping steps in the process—so reimbursements go smoothly
I remember in the early stages of SAP:
They directly included a chapter in the proposal titled “Responsibilities and Boundaries at Each Stage“,
Clearly stating: “Follow this process, and if something goes wrong, it’s not your fault.”
—It’s not about persuading with words, but about designing to relieve pressure.
B2C is about—”Hey, can you buy one?”
B2B is about—”Hey, can you just pretend you didn’t see me?”
The true determinant of success or failure has never been who said “yes”,
but rather—who did not say “no”.
——The End——
