Win Over Every Person Who Matters
Practical ways to win over every person who matters, the champion, the user, the budget holder and the sceptic.
Many people shape one decision. Understand each one.
10 tips that really help
These ideas come from Secrets of Closing the Sale (Zig Ziglar), The Psychology of Selling (Brian Tracy), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.
Many people shape one decision
Each person has their own worries and wishes, and winning them all matters.
List everyone.
Find your champion
One inside supporter can guide you and speak for you when you are not there.
Look for them.
Understand the user
The person who will use your offer cares about daily ease and reliability.
Ask about their day.
Understand the budget holder
They care about return, risk and fit with other spending.
Prepare numbers.
Understand the sceptic
Every group has someone who doubts, and honest answers can win them over.
Listen first.
Note each person's priority
Writing it down helps you tailor your words.
Keep a simple table.
Meet them where possible
Direct conversations build trust and reveal concerns.
Ask your champion to introduce you.
Equip your champion
Give them a short summary they can share with others.
Draft a one-pager.
Never go around people
Respect the process and be open about who you contact.
Ask permission.
Review progress
Check whether each person is moving toward yes.
Update your notes.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“What matters most to you in this?”
“How will you use it day to day?”
“What does the finance team need to see?”
“What concerns might others have?”
“Can I answer their questions directly?”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
List everyone involved
Note each person’s priority
Prepare for each
Meet them when possible
Equip your champion
Address the sceptic
Review
Further reading
- Secrets of Closing the Sale (Zig Ziglar)
- The Psychology of Selling (Brian Tracy)
- The Sandler Rules (David Mattson)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “Close With Confidence”
Keep going. Small steps every day make a big change.
← Previous: Map the Decision ProcessNext: Keep Momentum Between Meetings →
- Closing Is Helping Someone Decide
- Why Sellers Fear Asking
- Ask Early, Ask Often
- Silence After the Ask
- Do Not Apologise for Asking
- Believe the Customer Deserves a Decision
- Check Your Own Fear First
- Buying Signals You Must Not Miss
- The Trial Close
- Ask "How Does This Sound So Far?"
- Notice When Questions Turn to Details
- When the Body Says Yes
- What to Do If You Miss the Moment
- Test the Water Before You Ask
- The Assumptive Close, Done Kindly
- The Choice Close: A or B?
- The Summary Close
- The Next-Step Close
- The "Shall We Get Started?" Close
- The Question Close
- Close in One Sentence
- Map the Decision Process
- Win Over Every Person Who Matters
- Keep Momentum Between Meetings
- The Mutual Action Plan
- Handle the Last-Minute Wobble
- Get the Paperwork Done
- Close With a Committee
- Find the Real Reason Behind "Maybe"
- Reassure Without Pressuring
- Offer a Small First Step
- Use Gentle Urgency Honestly
- Ask "What Would Make This an Easy Yes?"
- Keep the Relationship If They Say No
- Say Thank You Properly
- Reinforce Their Decision
- Set Clear Expectations
- Plan a Smooth Start
- Check In Within a Week
- Ask for a Referral at the Right Time
