Selling to decision-makers is never easy. These busy leaders have no time for fluff or generic pitches. If you want to break through the noise and earn real customer-facing time, you have to bring something different—and valuable—to the table.
On this episode of Sales Logic, Mark Hunter and Meridith Elliott Powell dig into what really gets decision-makers to notice, respond, and ultimately open the door for a conversation.
Value First, Always
“Sales is a relationship business. It is a people business. It is an emotional business.” —Meridith Elliott Powell
Right out of the gate, Mark Hunter and Meridith Elliott Powell are clear that real prospecting is about giving, not just getting. Many salespeople reach out with asks or offers, but don’t pause to ask what the prospect actually needs.
“If all you’re doing is trying to take, take, take, you are just a peddler of the absolute worst sense,” Mark Hunter warns.
It’s not just about getting attention—it’s about earning it with genuine, relevant value. Start the relationship by helping, not selling.
Why You? Why Now?
Decision-makers are bombarded with pitches. If you can’t answer why they should give you their limited time, you won’t get through.
“You need to be able to answer the question, why would I give you my time? Why would that be valuable for me?” —Meridith Elliott Powell
That means doing your homework: understanding the buyer’s business, showing you’re credible, and being specific about why your solution matters right now.
Reputation Arrives Before You Do
Before a decision-maker ever speaks with you, they’re checking you out online. LinkedIn, testimonials, and your network references all contribute to your reputation.
“Our reputation arrives before we do.” —Mark Hunter
Warm up your prospects before you ever reach out. Comment on their posts. Share resources that matter to their business. Borrow credibility with industry testimonials. Use every touchpoint—from phone calls and video to referrals and even short, personalized songs—to earn trust and attention.
Multi-Threading and Playing the Long Game
In today’s world, especially selling to the C-suite, relationships matter more than ever. Sometimes, you need to build relationships with multiple contacts inside the same organization to gain access to the true decision-maker.
“Multi-threading may create a longer runway, but short runways are how deals abort before they ever leave the ground.” —Meridith Elliott Powell, quoting Brynn Tillman
Don’t rush the process. Be patient. Focus on industries where you can demonstrate expertise and know the prospect’s business inside and out—even better than your client, if possible.
Urgency—But Not Aggression
Getting attention also means giving prospects a reason to meet sooner, not later. Not a fake urgent discount, but a clear reason why the meeting has business impact now.
“Companies today are only solving their top one or two issues. People can come to me, a lot of things will interest me, that’s great. But I’m only dealing with the top one or two issues on my plate,” Mark Hunter shares.
Hit the pain point that truly matters and be ready to show how you solve it.
Know Your Customer’s Customer
Perhaps the ultimate differentiator comes when you bring insight about the prospect’s business that even they don’t have—especially, what’s happening with their customers. That’s how you show real expertise and become a true partner.
“If you can bring insights to your customers about their customers that they don’t know? If you can do that, wow, you are going to be a person of value.” —Mark Hunter
Recommended Reading
If you want to go deeper on influence and persuasion, both Mark and Meridith recommend Robert Cialdini’s classic book, Influence. It’s stood the test of time for a reason.
Lightning Round: Top 10 Best Ways to Close Out the First Quarter
- Pick up the phone and call everyone in your pipeline.
- Prioritize calls to existing customers for more business and quick referrals.
- Take an honest, detailed look at your first quarter’s progress.
- Simplify your offerings; make it as easy as possible for customers to buy.
- Eliminate friction in your sales process—identify where deals went cold and fix it.
- Revisit prospects who previously said no—they may be ready now.
- Ask satisfied customers for referrals.
- Use resources or connections in your network to help close deals.
- Review and clarify your goals, adapting to any changing situations or customer challenges.
- Avoid a scarcity mindset—play the long game, stay positive, and set yourself up for long-term success.
Closing more deals and earning the attention of decision-makers is about relationships, value, and focus. Start by serving, stay patient, and always know the business inside and out—yours and theirs.
Question: Leo from Sydney asks, “Congrats on six years, Sales Logic is a great show. Wondering here down under what your best strategies are for getting to decision-makers. How do you get more customer facing time?”
Book: Influence by Robert Cialdini
Lightning Round: Top 10 BEST Ways to Close Out First Quarter