7 Steps to Win Buying Group Consensus and Cut Deal Slippage

Snapshot

Cut late stage slippage by aligning every stakeholder before you propose a solution.

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Why It Matters

38 % of B2B deals stall because the committee can’t agree on the problem.

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The Playbook

1. Expose the Cost of Inaction

Action. Build a one page COI: objectives, current state, financial risk of doing nothing.
Why it works. Stakeholders feel urgency when they see the price of delay.

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2. Map Sceptics, Test Your Champion

Action. Ask, “Who might oppose this, and why?” Rate your champion’s influence.
Why it works. Early dissent surfaced now saves rewrites later.

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3. Ghostwrite the Champion’s Email

Action. Draft a brief, problem only email your champion can forward. No product talk.
Why it works. The story stays accurate and moves without you.

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4. Host a Problem First Group Call

Action. Send a scheduling link, frame the meeting as a joint problem review, not a pitch.
Why it works. Lowers defences, secures time from hard‑to‑reach execs.

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5. Open with Neutral Language

Action. Start the call: “Today we clarify if this problem is worth solving—solution later.”
Why it works. Removes sales pressure; invites honest input.

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6. Invite Constructive Disagreement

‍Action. Present the COI, then ask, “Who sees this differently?” Wait in silence.
Why it works. Real debate reveals hidden blockers before they bite.

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7. Close with Two Yes/No Questions

Action.

• “Is this a business problem worth solving?”
  
• “Should we prioritise it now?”
  

Log any absent stakeholder.

‍Why it works. Confirms urgency and exposes gaps that would slip the deal.

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Common Pitfalls

• Pitching solution before pain is shared.
  
• Relying on one “super‑champion” who lacks clout.
  
• Skipping the silence after you ask for dissent—no silence, no truth.
  

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Quick Self‑Test

• Can every stakeholder recite the cost of inaction in pounds or hours lost?
• Have known sceptics voiced concerns directly to you?
• Do you have written agreement on “why change, why now”?

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If any answer is “no”, your forecast is at risk.

Need a sharper framework? Book a strategy call.

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