8 Steps to Master the Art of Persuasion for B2B Sellers

Olin Hyde
April 22, 2016

Mastering the art of persuasion for B2B sellers is about being able to win others over. Don’t underestimate the power of persuasion in the B2B world. Your target market may be knowledgeable of your industry, but that doesn’t mean they are immune from sales tactics.

Persuasion is all about psychology. The researchers at Psychology Today have documented how the culture of the world is changing and what you need to do in order to continue to be successful. If you are selling to another business, you need to take into account these steps.

Reputation Matters

Businesspeople love referrals and they love to listen to people who have clout. Use your reputation to your advantage. Make it clear that this isn’t your first time and that you know what you are doing. It’s a feeling of safety for a lot of businesses, which is why this always catches their eyes.

Put it in Context

You need to personalize your message so that the situation is relevant to the business you are getting in touch with. This is where gathering intelligence really comes in handy. Make an effort to understand the prospect’s business and what they are doing. Use your knowledge to frame your proposition in the right manner.

Tell a Story

To get the most out of your B2B sales team, show the difference between you and everyone else through a story. A story is always more persuasive because it’s not just stating a fact it’s showing it. Rather than someone telling you this is what happened, you are seeing it for yourself. You could say it adds far more color to proceedings.

The power of contrast is great for moving people from one belief system to another, or in this case selling a product.

Match the Person’s Background

Want to know one secret of really persuasive people? They read up on the lead’s background before they contact them. Using tools like LinkedIn they make an effort to learn as much about them as possible. Many B2B sales have happened through connecting based on the fact the people involved happened to go to the same university or study the same degree.

Familiarity gives people a feeling of comfort and safety.

Use Friends to Provide an Introduction

If you need to generate some extra leads, consider plundering your friendship circle. Talk to people and see who they know. The reason for this is that if you gain a lead from a mutual connection you already have a strong connection. Everyone, no matter what business they are in, is more likely to listen to someone recommended by someone they know and trust.

It may take longer to actually hit these leads, but the head start you will have with them will more than make up for this.

Get Physical

If you are trying to clinch a big sale or convince a lead that they need to buy from you, go further than mere words. 65% of senior marketing executives said that visual aids help to tell a story. Consider getting physical with them by providing them with something they can touch and feel. For example, when trying to win huge contracts B2B sellers are known for showing their leads prototypes, so they can get a better idea as to what’s being offered.

Get Social Proof

Your blog is already a lead generation monster because it comes with social proof. An effective blog is the driving force behind all social media. It’s what you will publish so you can attract people to your company. It’s also an effective generator of social proof.

Even in business circles, social proof on Facebook, Twitter, and LinkedIn can clinch a sale. Business owners spend as much time on social media throughout the day as you do.

Solve a Problem

Ultimately, the main way to persuade anyone to buy what you’re selling is to actually have it solve a problem. You can be as persuasive as you like, but if all you manage to do is promote something then you’re not going to get far. Businesspeople don’t like their time wasted. When they look for something they look for something that’s bound to help them succeed.

Whenever you reply to someone contacting you about your product, tell them what it can do for them. Nothing else matters. They want to know what the value proposition is so they can make an informed decision.


These eight steps will show you how to persuade people to buy what you’re selling. What do you think is the most important part of persuading a businessperson to buy?

Curious to know how LeadCrunch does B2B data differently? In our video series, learn more about what we do and why the best B2B marketers are loving it.

Further Reading

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July 10, 2020
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November 22, 2019