Too late to influence?
Mar 20, 2026
Want success in complex B2B sales?
Sell backwards and upwards
Backwards into the thinking that happened before the tender or RFP
Upwards to the people who felt the original trigger
Because in most engineering businesses the pattern is predictable
> An issue appears at senior level
> It gets passed down for investigation
> Options are explored
> The recommendation travels back up for approval
By the time a tender or RFP is created, much of the thinking has already happened
If your team only enters at that point, they are just participating
NOT influencing.
And participation usually leads to comparison
- Features
- Specs
- Price
Strategic sales requires strategic entry points
That means earlier conversations and higher relevance
Structure helps with that
The VALUE Framework gives it
🔸 Validate = right opportunities
Focus on situations where the problem is still being shaped, not just specified
🔸 Align = right research
Understand who felt the original trigger and why it matters to them
🔸 Leverage = right conversations
Engage before the solution is locked down. Help frame the decision
🔸 Underpin = right solutions
Position capability against the strategic problem, not just the operational brief
🔸 Evolve = right outcomes
Stay connected as the decision moves back up the organisation
Sell backwards into the thinking
Sell upwards into the responsibility
That’s where influence lives
Where is the majority of your sales activity?
Are you ready to increase your sales?
The Collaborative Selling Scorecard has been designed to show sales professionals their blind spots and provide instant, actionable steps on how to improve
It’s free and only takes 5 minutes
