The Defining Moment in the B2B Sales Process

Every person in sales knows the feeling…the feeling you get after having a great conversation with a potential client at a trade show. The feeling right after hanging up the phone, and you just know you nailed the call. Feeling 10 feet tall after leaving an office, knowing the customer wants to buy.

Unfortunately, the exhilaration of that moment is often blunted by reality a few weeks later. During that same exciting moment, the salesperson pats him or herself on the back for a job well done. Meanwhile, the prospective client stops facing the salesperson and turns around to face their organization.

There are few people within any organization who possess unilateral decision-making ability. Because of this, your potential client must turn inside their organization and recommend your product to the associated stakeholders. The salesperson knows the product inside and out. The salesperson can tactfully overcome objections. Whilst passionately explain their value proposition. The prospective client may love the product and may trust the salesperson. Though, at the end of the day, the client must appear objective to the point where they undersell the offering to stakeholders within the organization. The persona a client shows their organization is generally very different from the one they will show the salesperson.

Generally, an employee’s highest priority is job preservation above all else.  This, unfortunately, means that no matter how good your product is, how much money it will save their organization, or how it could improve quality, an employee who feels a sales pitch has the potential to weaken his or her position within a company is not going to help you in the sales process. 

So how do we overcome the hurdle 90% of salespeople trip over?

Overcoming the Sales Hurdle


First, we have to understand the position that our potential client holds within their organization. If we understand where they are and how they need to operate internally, we can align our interests with theirs. This is in an effort to make them our champion. A champion is an internal advocate.

Goalpost Group helps you identify your champion and arm them with the information and materials from the Sales Toolbox they will need in order for them to win over other stakeholders in the same way the salesperson was able to win them over.  If we Arm Your Champion properly, they can remain objective while they share our intended message to various stakeholders in an effective way.

At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.


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