In B2B sales, we often focus on company goals—revenue growth, cost savings, operational efficiency. But behind every business decision is a person with their own motivations, pressures, and career aspirations. To truly influence a sale, you need to understand not just what’s good for the company, but what makes your contact look good to their boss.
People Buy from People Who Help Them Succeed
Decision-makers in B2B environments are evaluated based on specific KPIs. If you can align your solution with their success metrics, you dramatically increase your chances of closing the deal.
For example:
- A Marketing Manager may be measured on engagement rates, follower growth, or lead generation. If your social media tool helps her boost those exact metrics, she’ll advocate for it.
- An IT Director might be incentivized to reduce system downtime. If your software improves reliability, you’re solving their problem, not just the company’s.
- A Procurement Officer could be rewarded for cost savings. If your proposal highlights efficiency gains, you speak directly to their priorities.
How to Uncover Personal KPIs
- Ask Strategic Questions
- “How does your team measure success in this area?”
- “What goals are you personally accountable for this quarter?”
- Listen for Pain Points
- If they mention frustration with slow reporting, their boss likely cares about speed.
- If they emphasize budget constraints, cost efficiency is a key factor.
- Research Their Role
- Look up common KPIs for their position on LinkedIn or industry reports.
- Check if their company has shared public goals (e.g., “We aim to reduce customer churn by 20%”).
The Bottom Line
B2B sales isn’t just about selling to a company—it’s about helping a person win. When you position your product as the key to their success, you move from being a vendor to a trusted partner.
Final Thought: The next time you pitch a solution, ask yourself: “How does this make my contact look good?” That’s the real decision-maker’s criteria.
LYVIX 