Questions you must put to yourself before you "defend your proposal"

You will prepare your arguments and tactics in accordance with the positions of the various people. The way in which all these playersreach a decision is an alchemy that is impossible to model beforehand. There is a myth among sales forces about «the decision-maker». Weprefer to speak of «weighing on the decision» which varies from one corporate culture to another, depending on context and in-housepolicy. A «prime mover» may not be sufficient, even if he is the CEO, and a «non-committal person» may allow a «hostile person», whomay be lower down in the hierarchy, to carry the decision of the group. All we do know is that you must gear what you say to each ofthese people.

For the «prime movers»: you try and gain their support by agreeing withthem and helping them to help you. How can you give them even more arguments focused on their criteria during the presentation?

For the «hostiles»: if the cause of their hostility is minor, you can try and deal with it beforehand by anticipating at the start of yourpresentation the answers to the objections you think they have. Mostly however, it will be a question of neutralising them, particularly bysteering your presentation and discussion themes into unfamiliar territory while being kind to them and never contradicting them, so as not to fuel their hostility during the meeting. We see this very often when a member of the panel favours a competitor, for having workedsuccessfully with them in the past. You will not win them over, but you must not make them more hostile.

For the «well-disposed»: you try and gain their support by getting them involved in the discussion. How? By quoting them, by referringto what you have done with them previously, by mentioning things they have told you, to build them up and get them to «stick theirnecks out». Often a project head may be a good coach in the run-up to the presentation, showing he wants to work with you, but then bevery standoffish in front of the major decision-makers during your presentation. Your goal is to get them to show their colours duringyour presentation and have the courage of their convictions.

For the «non-committals»: you will try to jolt and surprise them. Due to their lesser influence on the decision and often because they are lower ranking, naturally they will tend to stay in the background and be sceptical. How can you «befriend» them (because they can still come over to your side since they are less involved in making thedecision)? How can you bring a smile to their faces? What is that little something extra you can put into your presentation?