In B2B sales, one of the main difficulties is to enter the LPR (decision maker). It's not uncommon for managers to spend time negotiating with people who can't make a deal, which delays the process and reduces conversions. How do you find the right LPR and not just make a presentation, but actually sell it? We analyze the key strategies.

The best way to achieve professional development is to start at the highest level in the company. If you contact the CEO, CFO, or director right away, they can redirect you to the right person if necessary.

How to do it:

• Use LinkedIn to look for positions like CEO, CTO, Head of Procurement, VP of Operations.
• Carefully study the “About the company” section on the website, key contacts are often listed there.
• Work through recommendations – ask current clients or acquaintances if they know the right person in the company.

If it is difficult to contact the head immediately, you can log in through the initiators inside the company.:

• Find out who is facing the problem that your product solves.
• Discuss the decision and ask for an internal intro with the management.
• Prepare a value proposition to make it easier for the initiator to convey the information to the DPR.

One of the main principles of successful sales is to talk not about your product, but about how it solves the customer's problem. Instead of a list of features, show the real benefits.

Example: ❌ "Our uptime monitoring service monitors website availability." ✅ "Your website will always work, which will allow you not to lose customers and revenue due to failures."

Every time you make an argument, ask yourself, “Why is this important to the client?”

Example:

• Fact: "We reduce server downtime by 99.9%."
• Why is this important? "Because every minute of downtime is a lost profit."
• Why is this important? "The fewer the losses, the higher the revenue and customer trust."

This logic helps to convey real value, not just a set of characteristics.

PLOS often object because they make decisions based on risks. Instead of arguing, use the "yes, and..." method.:

• Client: "We already have a similar solution."
• You: "Yes, and that's great! We can supplement it so that you get even more accurate data."

This approach reduces resistance and turns the conversation into a constructive one.

B2B sales require a deep understanding of customers and working with LPR. You can find them through LinkedIn, personal connections, and recommendations. To sell, it is important not just to talk about the product, but to show its value from the point of view of the client's business. If you can ask "Why is this important?" in a conversation with each of your arguments, and the answer is clear, then you are on the right track to close the deal.