B2B Sales Tips for Reps Selling to Committees

In B2B, the person who takes your call isn't always the person who signs the check. And the person who signs the check isn't always the person who will use the product. Ignore any of them and the deal stalls.

Map the committee in discovery

• The Champion: wants this to happen, will sell internally for you.
• The Economic Buyer: controls budget, cares about ROI.
• The User: will live with the solution daily, cares about ease.
• The Blocker: has reason to keep things as they are, fears change.

How to arm your champion

Your champion needs to sell when you're not in the room. Give them a one-page summary, not a deck. Include the business case in their language, the one-liner that explains it, and the answers to the three objections they'll hear internally.

Address the Blocker directly

'I know changing vendors feels risky. What's the one thing that would have to be true for you to feel confident this is the right move?'

Practice multi-stakeholder conversations

The best B2B reps can pivot between personas mid-conversation — from CFO math to user ease to IT security. Pitch Practice runs reps with different buyer personalities so you learn to shift gears without shifting credibility.