The invisible side of B2B sales: how to win before the first meeting
Neurosales argues that "the invisible side of B2B sales is everything that doesn't appear in a CRM: reputation, references, digital footprint, third-party conversations. It's not easily quantifiable, but it weighs as much or more than a good sales pitch
The director of the specialized consulting firm Neurosales expands on and advances the topic of B2B sales, enriching both actions and preparation to boost business. University professor and expert, Carlos Rosales, shares:
“Imagine you’re preparing for a meeting with a prospect. You practice your pitch, prepare your presentation, review the figures. But what you may not know is that the sale began long before you even spoke with the contact, representative, or decision-maker.”
-In reality, the client has already done their research: they checked your website, looked for opinions in forums, talked with industry colleagues, analyzed your LinkedIn profile, and read your posts. In other words: they already have a first impression. And that impression can be your best ally or your worst enemy.
The digital footprint that opens (or closes) doors
“Every trace you leave online is part of that invisible sale. Your posts, available testimonials, the conversations you participate in, even how you respond to a comment on LinkedIn. Everything adds to or detracts from credibility.”
-Before meeting you, the client has probably already asked themselves:
- Do they seem trustworthy?
- Do they have experience in my sector?
- Have they solved problems like mine?
- Do they come across as salespeople or as consultants?
Preparing the ground without sounding like self-promotion
-It’s not about bombarding social media with disguised advertisements. It’s about building trust with content and actions that provide real value:
- Sharing insights that others can apply. • Publish case studies with clear results, not just promises.
- Contribute to conversations with helpful insights, not a sales pitch.
“This kind of presence means that when a prospect researches you, they already perceive you as someone who understands business, not just products.”
When the sale has already started without you
-Sometimes, the meeting starts like this: “I already saw what you did with that company. I want to understand how we could apply it to ours.” This moment reveals the power of the invisible: the client is almost convinced.
In this scenario, your job isn’t to “convince,” but to confirm. Confirm that what they saw in your digital footprint is real. Confirm that you have the experience and ability to support them.
From convincing to confirm
-The difference is enormous:
- The salesperson who ignores the invisible arrives at the first meeting at a disadvantage. They have to work hard to convince from scratch.
- The one who cultivates their digital footprint arrives with the upper hand. They only have to confirm what the client already suspects.
The invisible as a competitive advantage
“The invisible side of B2B sales is everything that doesn’t appear in a CRM: reputation, references, digital footprint, third-party conversations. It’s not measured precisely, but it weighs as much or more than a good sales pitch.”
The final question
-Next time you think about prospecting, remember: when the client contacts you, the sale has probably already started. The real question, the most important one, is: What version of you did they encounter before you spoke with them?
About the author, Carlos Rosales
Carlos Rosales is a postgraduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. Author of the books “People Buy People,” “People Buy Leaders,” and “Epic Sales Fails,” with over 90,000 copies sold. Sales professional trainer throughout Latin America. High-impact speaker and mentor.
Recognized by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as one of the Top 12 HR Influencers in Colombia.
He is currently the director of Consultores Neurosales, a training and human development company with operations throughout Latin America.
(Reference image source: Radisson US on Unsplash)
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