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Sales Psychology: The Nutshell Guide to Corporate Schmoozing

I love selling. It sounds crazy to some people, but engaging face-to-face in sales is one of my favorite thrills. There’s no arena of selling more exciting than making major deals with big corporations.

I’m going to share my nutshell guide to the sales strategies I’ve used to build up my personal career. I’ve been both looking forward to this (because I love selling), and also feeling a little awkward about it these tactics have long been what I consider the aces I stuff up my sleeve.

Now, this post isn’t for everyone. Not every entrepreneur or salesperson wants to play the big-business game. However, the principles you’re about to read apply to a whole range of situations beyond boardroom pitches, including those that tiny businesses or self-employed individuals face.

If you’re considering getting into corporate space, let me offer a word of encouragement: Selling at the enterprise level is simply fantastic. When one sales meeting results in hundreds of thousands of dollars, you’ll never want to sell to anyone else.

Want to learn how to put together the ultimate deal? Get ready to find out.

Leverage a key contact

This is the biggest sales secret I know – it’s how I built my business consulting career. And the best part is the simplicity of this secret: Never, ever, make a totally cold call. Always introduce yourself by way of a connection – someone whom your prospect knows.

If you have to call someone, then tell them about your work with competitors in their vertical market. On the call, mention that your client is facing a particular business challenge (one that you know your prospect also faces), and that you’d like this person’s opinion. “I was just at lunch with so-and-so, and we were trying to figure out THIS industry challenge what’s your take on that?”

Then ask the person if they’d like to meet up. “Oh, interesting! Can I buy you lunch so that we can talk about this a bit more?”

You have to be artful and careful about this strategy, because it’s easy to get it wrong, but it works. In the last five years, this specific tactic has helped me convert at 100%. You’ll get an appointment every single time.

Here’s another way to leverage a contact: At a networking event, don’t bother shaking hands with strangers. Go find the one person you know and introduce yourself to the people that person is talking to. Mention how you know that person.

This is the art of the sales hustle. It sends a clear image to prospects that you’ve got it going on. You’re out there playing with competitors, you have something to say and you have smart questions to ask.

When you introduce yourself this way, you’re making it clear that sitting down with you is valuable for a company CEO – even if that’s all they ever get to do.

Be 200% accountable

You want to deliver a solution to a big company? Want them to love it, love you and love your style? Accountability is the secret.

The biggest concern of reluctant corporate decision-makers is that they’ll invest in an outsourced solution where a 3rd party consultant ends up delivering the solution like a pizza. Don’t make that mistake – never finish the job, take the cash and run.

Instead, clearly convey that you stick around to provide the support that ensures your solution gets delivered, installed, set up, presented, etc, with optimal performance and all the expert tweaking possible. Show the company evidence that delivering 200% matters to you, especially during your pitch, by using testimonials.

Even better, take responsibility for measuring the success of the project or service you implement for the client. Then put in the extra mile and work to increase its performance.

When you sell something to a company, get rid of the attitude that “your mileage may vary”. Make sure their mileage is perfect, as promised, even if it means creating a temporary job for yourself within the company while you’re working with them.

BONUS TIP: Budget this extra effort into your original proposal so you don’t end up regretting your excessive helpfulness.

Out-dress your opponent

Deals worth hundreds of thousands of dollars can be made (or destroyed) by a fifteen-second window of perception. It happens the moment you walk through the door, when they take their first look at you.

In the corporate world, dressing for the part is extremely important. When we meet strangers, human nature makes us defer to materialistic judgment of character. We all do it. Don’t waste time hating it – get with the program and dress for success.

The basic rule of thumb is that you should always slightly out-dress your prospect. That means if you’re selling to a trendy cool web startup, you need to be very trendy and just a shade more formal. If they wear jeans, you wear designer jeans!

I have quite a few clients in the investment banking and financial services industry. Sometimes the only way I can out-dress my prospects is to rock out a tailored custom suit – including tie, French cuffs AND a pocket square. I laugh at myself in the mirror, but those outfits enable me to close prospects whose offices are so high up, I get altitude sickness.

By the way, I’ve also tested the “don’t bother” theory, the “take me as I am” theory AND the “smart-casual” theory. None work. Stack the odds in your favor and invest (big time) in a superb wardrobe.

Follow up with value

One of the classic sales principles is the 7 points of contact. You’ve probably heard of that one already (and sometimes the numbers vary). It’s a solid principle, and it’s crucial in the world of enterprise selling.

Most people won’t make up their mind right away, even if your pitch is perfect. They’ll want to go away and think, especially if you’re pitching a big-ticket product or service.

So get the most leverage by following up immediately (i.e. within thirty minutes) by sending a quick email thanking them for their time and giving them that file they asked to see.

Uh huh. I always deliberately leave out an essential piece of sales collateral at every single meeting I attend. A key testimonial, a report, a case study It doesn’t matter what it is – just make sure you don’t bring it.

Send it right after your meeting. Touch your prospect with a point of contact.

BONUS TIP: End your email with a poignant question.

This technique can work so perfectly that it actually shortens your sales cycle, helping you close deals faster. Why? Because if you can squeeze a reply out of your (insanely busy) prospect, you’ll kick off a dialogue where you can manage all objections and answer any questions.

Then your next meeting is just a formality – simply an opportunity to shake hands and sign on the dotted line. That’s the power of strategic follow-up.

Don’t be available

This is a really sneaky one, and it’s best used early in the sales cycle. The secret to successful corporate sales lies in making sure your prospect respects you and looks up to you as an authority.

One of the best ways to demonstrate this is to show that you’ve already got something going on. That means you’re not quite available right this second.

It’s one of the scariest concepts for a newbie salesperson or entrepreneur to embrace, simply because it feels like you’re saying no to an opportunity. Hell, you probably NEED that sale, right?

Wrong. You have to be unavailable.

When you tell your client that you appreciate their interest, but you’re booked solid for the next six weeks, you send a clear signal that you’re s*** hot. Deep in their unconscious mind, the seeds of scarcity are sown, and now your prospect sees you in a different light.

If you’re not booked solid? Remember that “booked solid” doesn’t necessarily mean “with client work”. Your family books you. Friends book you. That hot TV show your watching books you.

Here’s the thing: If you tell clients you’re booked solid a few times, you’ll actually make it come true. Believe that your time is valuable and a scarce commodity (at least, scarce for clients) and you make it so.

Once you start living this truth, the funnel flips and people start rearranging their schedules to fit you in.

Here’s an example: I travel a lot, for fun and business, so I can be “just arriving” and “just departing” when I speak with prospects. Small windows of limited availability speed up my sales. Additionally, I hire other people to engage in basic account management of my corporate relationships, simply so that the client knows that when they get my personal attention, it’s a Big Deal.

Show ROI

Return on investment is the granddaddy of buzzwords and the coup de grace of all sales tactics.

I’ve ranted about demonstrating ROI a few times before, but I’m repeating it here simply because it’s so damned important. It’s the most powerful selling technique I know, and I’ll explain why:

Demonstrating return on investment means showing your corporate prospect that when they spend X amount of money buying your product or service, they’ll make Y amount of money after they do.

Now, when Y is larger than X and the cost of implementation is nil or accounted for then well, technically, buying your solution doesn’t cost them anything. In fact, buying your solution makes money in a cash-flow positive decision!

Imagine me saying to you that if you give me $5, I’ll give you back $10. That’s how the perfect corporate pitch should work. If you can demonstrate the ROI and show there’s very little (or no) risk, then you’ll close deals faster than a speeding bullet.

You want to hear your prospective decision-makers say, “It’s a no brainer”. The only way to get them to utter these magic words is to clearly show them the ROI.

If you’re selling a soft-solution (consulting, coaching, whatever) then you have no excuse. You need to back up your pitch with studies and testimonials that explain the commercial value of such solutions.

If you can’t demonstrate ROI, then I’ve some really bad news for you: Your product is probably never going to get traction in the market. Corporate decision-makers almost never buy on emotion alone.

So what do you think? If you’re in corporate sales, let me know what I’ve left out of this toolkit of strategies. What sales tactics do you use? Or, if you’re in the self-employed field, share how you might apply some of these principles, even unconventionally!


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  1. Oh utterly brilliant….and yet another reason why I just am not cut out for the corporate world! But the gems you share for those who are…..they need to internalize the above and put it to work.

    Love this part too: “If they wear jeans, you wear designer jeans!” Nice touch.

  2. I loved the “I’m booked solid” part!
    I have been bugging my husband about the ‘dress for success’ stuff for some time, maybe now he’ll take note that some authority besides me and his mother have said it!
    Haven’t figured out the ROI angle on selling someone art yet though! It’s an “intangible benefit” I think!

    1. Image is hugely important. It’s exactly the same concept as web design: When a visitor lands on your site, you’ve got a few seconds to grab their attention and unfortunately, their mind isn’t going to be made up by your bright ideas. It’s all about looks 😛

  3. Points to think.

    Right now I am targeting the small and medium segment so I am pretty sure I don’t need to invest in a suit right now. Besides, suits suck in India. I suppose my attire of choice would be semi-formal shirt, branded jeans and semi formal matching shoes. For now.

    Good point about the making yourself unavailable. Even though I am at the pitching stage with multiple clients I always tell the clients during follow ups that since I am busy with other clients it would be helpful if they in advance/quickly.

    I am selling consulting so ROI is critical. For me it’s best when I can quote hard numbers from studies that are carried out by business magazines or recognized bodies. That’s going to have a lot more credibility than any numbers I can calculate, even if both of us know the math is right.

    If I am selling to small businesses I would probably tell them that I am offering nearly everything a huge corporation gets from a agency at a fraction of the sticker price, not because I am cheap but because I have low overheads. And it would be true, too…the quality of work remains the same in both cases.

    1. Adding to my comment above in one of his recent emails Bob Bly refers to a selling technique which he says is called the takeaway close. This technique works by saying that after the initial discussions if you notice the prospect sitting on the fence you just say,”Maybe my product is not for you”.

      So a forbidden fruit is created, the prospect’s interest peaks because now he wants to know why exactly he is unsuitable for your offer and is actually now more receptive to your carefully woven and more detailed sales pitch.

      What are your thoughts on this, Peter? Sure there are risks, as the prospect might actually nod their head and agree but from a psychological standpoint how likely it is to succeed?

      Personally I think this is going to be even more successful in face to face selling than in copywriting if handled by a salesperson who knows what s/he is doing

      1. Bhaskar,

        I’ve heard of this one before and to be honest, kind of class it in the vacuum-cleaner sales category. Anyone with a teaspoon of commercial sense/experience is likely to see through the gimmick and feel like they’re being overly “sold”…. so in a B2B setting, this tactic can be dangerous.

  4. Excellent points today.

    I particularly like your advice for networking events. I normally dislike winnowing the suspects or prospects out of the herd. I’ll try your advice at the next event. There is always someone there that I know.

    Your advice on dress for success is spot-on. Years ago, I noticed that I received far more respect when dressed “IBM” — navy suit (pinstripes optional), crisp white shirt, sharp tie (I prefer somewhat “loud” ties like Rush Limbaugh used to sell), and polished black wing-tips. I’ve tried more casual attire (blazer and slacks to jeans and polo shirt) and never produced results anything like the “full dress” outfit.

    When you show up dressed for success — even at a place that is more casual — people know you are the expert and you’re there on business. It just sets the proper tone.


  5. Good tips, but these are part of what scare me about selling. I don’t want to have to smooze. I want to just be straight-forward and honest. “I’ll give you my best work, you give me a fair agreement. Let’s work together for a long time and make great things happen.”

    1. Hey Mary,

      Corporate sales can be scary at times. I love the idealism of your approach and I wish it could work that way…. but I also have to ask (with a cheeky grin): How is that working out for you?


  6. Peter, you manage once again to “hit the nail right between the eyes”, as my high school German teacher used to say 🙂

    It’s amazing how fresh this stuff stays – a lot of the old school selling and people skills guys had worked this out decades ago (I’m thinking about Dale Carnegie et al) – but you’ve brought it to the fore once again in a forum (ie online and online business) where the dominant thought seems to be “How can I do business without actually talking to people?”. (Clearly that idea will limit the scope of your success – maybe another post topic?).

    My motto for meetings and events has always been “There’s no such thing as overdressed”. If I’ve overshot by too much, I can always take off the tie or jacket to remain relatable to a prospect who’s less “corporate” than I’d anticipated. But it still helps to be the best dressed person in the room!

    Thanks for another great post.

    1. Thanks for the positive feedback James 🙂

      I like your motto. One of the things I forgot to add, is that if you end up being ridiculously overdressed by accidentally visiting a prospect on casual friday… you can always explain that you were just at a crucial meeting with a blue chip client.

      Perception, perception, perception!

  7. Thanks so much for this post, Peter – and also for the aces up your sleeve, which I’ll now put to good use at the poker table to up the stakes.

    I especially liked this because we’re working with a lot of corporate clients these days (hit the next level of success, which is awesome, and partly thanks to you!) and some of these tips are going to come in very handy.

    As for the designer jeans… Already with you on that one. I dress just casually enough to maintain my brand image, but I’m always better dressed than the people I’m going to be hanging around with, even if it’s just for an afternoon off. Works!

  8. When it comes to out dressing a client I can relate a story about an interview I had a few years back.
    Me and 25 people were interviewing for pilot positions with Continental airlines. Every single one of us was wearing a suit…and on top of that they were all black. I learned from past interviews most interviewees wear suits, so I needed to do something that added a little dash of class and helped me stand out from the other people.

    To do this I bought a sweet looking suit and added some small touches to enhance my uniqueness from all the others. I had sharp cuff links, a unique designer undershirt with a popping tie, and wore some stellar shoes. Overall I out dressed everyone, because all of them had plain suits with nice ties.

    I got the job!

    As a side note: One guy showed up wearing only a shirt, tie, and slacks…let’s just say I never saw him in class.

    1. Another perfect example.

      hehe I could chat about this for hours. The power of fashion on other people’s minds is fascinating.

      Going for a really bold look, especially as male (when most dress super-sombre) is a sure-fire way to send a signal that you’re confident and worth paying attention to. I’ve rocked flashy ties, pocket squares and (the best) bright colored shoes… and it all works great. I draw the line at a boutonniere though 😉

  9. Wow Peter, this is an awesome post. I think I have been having a problem with the cold-sales approach. I have been basically cold-emailing prospects for almost a month, but that stops now. I can completely see how an introduction from someone the prospect knows would lead to such high success rates.

    “Oh, interesting! Can I buy you lunch so that we can talk about this a bit more?” Absolutely brilliant.

  10. Most of the discussion in these comments seem to centre around the sartorial aspect… so I’ll continue in that line for a moment.

    How does this translate for a female Peter? (if you feel qualified to answer that one!)
    If we’re ‘trendy’ does that get looked down on in preference to a female in a suit? Is there a difference in perception between a person wearing a suit with pants or a suit with a skirt?

    Guys have no idea how easy you have it when it comes to clothes…. And for the first person who comes in and tells me they don’t have it so easy, go wear stockings and heels for a day and then come back and tell me how hard you have it… LOL (I have no idea what french cuffs or pocket squares are, they could be the male equivalent of heels)

    I should point out that I tend to be noticed anyway, regardless of what I wear, unless someone else there has fire engine red foils through black hair. So far, I’ve always been the only one.

    I’ve got more to add, but I’m still thinking through a few aspects of this.

    1. Hey Melinda – this is a fantastic question.

      Actually, it made me realise how male-centric my thinking was when I wrote this post. I guess it was because I was thinking purely about what works fantastic for me personally.

      On further reflection, I agree with you absolutely – us males really do have it easy. Women simply don’t have the easy default of a standard suit…. your choices are many!

      I’m gonna go ask an image consultant friend and get some professional advice! Stay tuned…

      1. Peter’s points about ‘dress for success’ apply equally to women as well as men, except for women I guess there are so many additional aspects to think about that men don’t have to…eg make-up, jewellery, perfume (well OK, guys you need to be wearing a classy cologne/after shave), stockings, pants vs skirts, hair, nails, high heels or flats and on, and on (…and on!!). One of the first things I make sure my clients understand is that the way you dress is telegraphing immediately (before you’ve said a word) how you want people to treat you; as a doormat or as a force to be reckoned with.

        Personally I favour the “dress for the role you aspire to” mantra, whether you work for a salary or are self-employed. And an interesting piece of female sartorial wisdom… studies have shown that women who wear a skirt suit vs a pant suit are perceived as more senior and more professional.

        In my book, bringing your best self to any situation attracts a substantial ROI. I’d so much rather be a perceived as a brand than a commodity!

          1. I was a little surprised by both your answers – it sounds like some serious gender stereotyping, but I actually only realized it when Emma’s heels-and-skirt outfit suggestion came back as Peter’s polar opposite of suits and tie. Before the comparison was laid next to the suit, it hadn’t even dawned on me that success, for a woman, equals heels and skirts.

            I have to admit that it doesn’t rub me the right way – but then again, I realize that’s my personal perception and beliefs at play, and it certainly *should* rub me wrong, considering I’m a woman who took on a man’s name to succeed.

            It only proves my point that in business – serious business – playing the role for the goal (even when it’s a very sexist role) is what matters.

            Still… it pisses me off. And I doubt highly I’ll be slipping on heels, jewelry or skirts anytime soon. I think there are different ways to dress (as a woman) that create just as much professional impact without such heavy gender typing.

            Then again, it could also be that both Peter and Emma’s perceptions of “what a professional corporate looks like” are biased to their own beliefs – maybe we’re all wrong! Ha!

          2. I think it’s important to remember the contextualisation of the comments here – this is about *corporate* schmoozing…. a sales style that actually only applies to a select type of businesses.

            Certainly, the type of success that you James have produced is not the kind that requires heels and a skirt (or a suit!). So yeah – if I were you, I wouldn’t slip on a suit!

            … unless you had a face-to-face meeting with one of Canada’s biggest banks to sell ’em web design services. Then, if I were you, I would get the outfit on and I think the image would pay dividends.

            Does that make sense?

          3. It’s not just corporate sales that requires this uniform though.

            As the ACT Branch President for the ICF I get to wear this ‘uniform’ more often than I’d like. Not dressed up = not taken as seriously. I’ve noticed a serious difference in people’s attitudes when I’m dressed up to when I’m in jeans – even designer jeans.

            I do tend to the pants version of a suit though, because I can wear boots – dressier than flats and waaaaay more comfy than heels.

            While I realise I sound down on ‘having’ to tart up, I know that dressing for meetings like this does help me feel a lot more confident and sure of myself. And it’s definitely reflected in how I act and speak.

    2. For women, it’s about looking both corporate and confident. I think you have a wider range of choices than a man would, certainly in color palette, but you have to look pulled together. Accessories matter a lot: jewelry, scarves, shoes, purse.

      I think the hair is great, Melinda. It exudes confidence to wear a dramatic look. It’s like the male Exec with long hair and a pony tail, in a two thousand dollar tailored suit. That look really works.

      It’s much harder to find a quality women’s suit in my area than it should be. There’s lots of gaudy, one-season-only, poorly-crafted stuff, but a classic suit, well-sewn of excellent material is hard to come by. I remember fondly a store for executive women in Calgary, where you could be assured they wouldn’t let you buy anything unless you looked like a C-Level Exec in it. Someone needs to open a shop like that in Vancouver.

      Like men, you don’t need a LOT of suits, but you need very good ones. I truly believe that for men or women, an investment in a couple of good suits pays off faster than most things you could spend the money on when starting a business. If you aren’t SURE you know what a “good suit” is, get some help from someone like Emma. It’s worth it!

  11. … pulling from above as threaded comments hit its limit…

    @Peter – I absolutely agree with every word you said, hands down, and I’m 100% on board with that.

    What I’m saying is that I don’t like the “you must wear skirts, makeup and heels”. Why can’t I wear flats and slacks? Or a suit jacket? Why makeup? What’s wrong with my face? Jewelery? What if I don’t like it? Why must one wear this particular “uniform” if she’s a woman to succeed in corporate sales arenas?

    That’s what I don’t subscribe to – it’s gender stereotyping and sexist. There are plenty of other options for women, without showing the leg and painting the face.

    That said, if Canada’s largest bank called me today and asked me to paint myself purple, meet them at 12 and bring a proposal, I’d probably ask if they had any particular shade of mauve in mind. 🙂

    1. Wow, this is an issue that lots of people obviously feel very strongly about. James, you and Melinda both make good points about “why should you have to ‘tart up’ to succeed in the corporate sales arena?” and without meaning to open the Pandora’s Box that is gender inequality, I agree. It does sometimes seem unfair that there are different rules for one group vs another, however I think the bottom line really is dress as stylishly, and as upmarket as you can (male or female) for a corporate meeting. Really, pull out all the stops with your appearance… you will look like you’re worth more, you will definitely feel like you’re worth more and I can guarantee that will make a difference to your attitude and how you approach the negotiations.

  12. @Melinda – I agree with you. Dressing down for a corporate meeting would be business suicide, and often the guillotine in other industries where clean, neat, presentable and professional is a must.

    But you know what I’m bitchin’ about, so I won’t repeat it 😉

  13. Ha! Excellent comments. The corporate game fascinates me. I’ll probably never do it, but it’s still an interesting game.

    I liked the not being available thing, and that’s something I’ve been aware of for many years. I like to observe how I react to different things, and when someone isn’t available, it gets interesting..

  14. Hey, James, I don’t “like” it either. And like Melinda and Gabrielle, I wear boots. You won’t catch me in heels or much makeup, but when I leave the house I trade in the sweats and t-shirt for at least dress pants and a jacket. Having to wear a bra and lipstick is mildly annoying, but hey, I tell myself I get paid to do it and charge accordingly. It’s the price of doing “corporate”, I’m afraid. Of course, I’ve done a lot of government consulting too, and there the quality of your suit really does impact your bottom line. As Henri says, it’s an interesting game.

    I’m not sure it really IS primarily gender stereotyping, by the way. It feels more like a caste system, with subtle indicators that show your rank. I think women actually tend to have more flexibility in dress than men do, in the corporate world.

  15. Dressing nicely when meeting clients is essential. It’s like a job interview. You wouldn’t go in cut off jeans and a Metallica t-shirt. Okay, well maybe Stephen King can pull off the hippie tie-dye look, but I’m sure if I go to meet publishers looking like that, they’d laugh. Besides, the department stores have some great deals now for anyone to get the latest styles and put together good outfits for meeting clients. I bought some skirts after years of banning them from my closet. But, I can’t wear high heels. They hurt my feet. I wear boots. They’re much sexier and feel good, in my opinion.

    I’ve noticed interactions between people who were dressed much nicer compared to people wearing casual clothes and it is definitely different. The perception is immediate and noticeable through body language and their use of voice and eye attention.

    I love the “don’t be available” part and suspected this, but didn’t have that confirmation. Now I do – ha! I knew it. I’m going to start using this and actually have to because I’m busy.

    I always try to overdeliver and give value. I plan in that extra time because I know that after completing something and letting it sit, I’m going to come up with that one last finishing touch or additional detail I need to add to the e-book or article. I think that budgeting in that time allows us time to think some more and truly provide value for a project or even a blog post. I will have to include those points in an ROI pitch, I suppose. Do you put ROI in a in-person meeting or in a letter or email?

  16. Hi Peter,
    Enjoying your posts.
    I have a good relationship with a prospect who is the CEO of a large export company.
    I want to decorate his offices and boardrooms, or perhaps be considered for VIP client gifts with my artwork (Fine Art Photography).
    The trouble is I feel my artwork has a high emotional content.
    The fact that corporate decision makers don’t buy into emotional content alone and I don’t see a ROI… should I be looking at a different market or should I approach my prospect in a different way, after all offices and boardrooms are often decorated with beautiful artwork.
    Your thoughts and readers thoughts please.
    Kind Regards,
    Kevin Bowie.

    1. Hey Kevin! Good to hear from you.

      There is an ROI for artwork in corporate environments. It’s all about perception! Don’t believe me – go talk to a corporate interior decorator. These people make squillions selling “soft” emotional services to large companies!

      Here’s what I would want the guy to be thinking about: “What message do the bare walls in this place send to the clients who you meet with in here?”

      etc etc

      You can do it! 🙂

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  18. Time to invest in a new wardrobe; all though because of previous foot surgery on both feet my shoe selection is limited. Any ideas? New Balance owns me, although they are coming out with a better style closer to a dress show.

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