Learn how to ask a sales champion for an executive introduction with buyer-focused questions that reduce resistance and help prevent deals from stalling.
In complex B2B sales, a deal can look promising and still stall when an executive stakeholder reviews the proposal late in the process. They may have concerns the sales team has not heard, or the solution may not address what they consider most important.
That’s why agile sellers identify key decision-makers early. The challenge is asking for access in a way that feels useful to the buyer, not like a sales tactic.
Move beyond “Can I meet the decision-maker?”
A direct request to meet the decision-maker can sound like the seller is simply trying to close the deal. That can create resistance from the person who has been guiding the conversation.
A buyer-focused sales question starts with the buyer’s experience. It helps the sales team understand how decisions were made before and what might need to happen differently this time.
For example, imagine your contact, Jack, has mentioned that Cindy, an executive stakeholder, will be involved in the decision. You haven’t met Cindy yet. You might ask:
“Jack, you mentioned Cindy will be involved. When you chose your current provider, did she speak with them before the proposal was developed?”
If Cindy was not included, you can connect that back to Jack’s interests:
“Could we handle it differently this time? I want to make sure we understand what matters to Cindy before we put a proposal together. Would you be open to setting up ten minutes with her?”
Make the request relevant to the buyer
The purpose of the introduction is not simply to get closer to a decision-maker. It is to avoid assumptions that could create problems for the buyer later.
A short conversation with an executive stakeholder can help clarify expectations before a proposal is finalized. It can also give the seller a better understanding of how the decision will be made.
This is more collaborative than asking for access without context. The seller explains why the conversation could help the buyer, then asks permission to move forward.
Ask, then listen for resistance
The first step is to ask. The next is to pay attention to how the request lands.
If the buyer hesitates, get curious. They may have a reason for keeping the executive out of the conversation, or they may need help explaining why the introduction would be useful. Avoid pushing past that hesitation. Ask what concerns them and address those concerns together.
Sales questions work best when they help the buyer think through the decision. They should not make the buyer feel that the seller is trying to control the process.
Use sales coaching to build the skill
Experienced sellers may understand the value of involving executive stakeholders, yet still struggle to make the request naturally. Sales managers can help by practicing the conversation with their teams and coaching them to connect each request to the buyer’s goals.
This is one area where sales training can help teams improve their sales process. At Sandler Toronto, sellers and leaders can work on asking stronger questions, gaining access to decision-makers, and keeping complex sales conversations focused on the buyer.
When you need an introduction, ask yourself: Does my request show the buyer why this conversation matters to them? If it does, you’re more likely to get a productive conversation and less likely to create resistance.
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Chris Kelly of Sandler Toronto helps sales leaders and teams improve their sales process, reach decision-makers, and create more consistent results. Through sales training and coaching in Toronto and the Greater Toronto Area, Chris supports organizations that want to strengthen sales management and help their teams move opportunities forward. If you’re searching for sales process improvement or sales leadership development in Toronto, connect with Chris Kelly and Sandler Toronto.
