Listen up, sales warrior.
You’ve been grinding—cold calls, follow-ups, demos, proposals. You know the drill. But here’s the ugly truth: most of your prospects have already decided whether they’ll buy from you before you even open your mouth.
That’s right.
Their “yes” or “no” isn’t just about your pitch. It’s about what’s happening in their brain before you say a damn word.
And if you’re not controlling that? You’re leaving money on the table.
Lucky for you, there’s a psychological weapon that top 1% salespeople and marketers use to tilt the odds in their favor. It’s called pre-suasion—and if you’re not using it, your competitors are.
Let’s fix that.
What the Hell is Pre-Suasion? (And Why Should You Care?)
Robert Cialdini, the godfather of persuasion, dropped a bombshell in his book Pre-Suasion:
“The best persuaders don’t just deliver a message. They prepare people to receive it.”
Think of it like this:
Ever walk into a high-end store and instantly feel like you should buy something expensive? The lighting, the music, the scent—it’s all carefully designed to put you in a spending mood before the salesperson even greets you.
That’s pre-suasion.
In B2B sales, it’s the difference between:
- “Why should I care?” (Your prospect’s default state)
- “Tell me more.” (What happens when you prime them right)
You don’t just want to persuade. You want to pre-wire their brain to be receptive before the real conversation even starts.
How to Prime Your Prospects Like a Psychological Sniper
1. Control the Frame Before the Meeting (Or Lose the Deal Before It Starts)
Most reps walk into a sales call blind. They pitch, handle objections, and hope for the best.
Big mistake.
Top performers shape the conversation before it happens. How?
- Pre-call emails that trigger curiosity:
- “We helped [Similar Company] cut onboarding time by 63%. Curious how we did it?”
- “Most of your competitors are solving [Problem] in an outdated way. Want to see the new approach?”
- Social proof before the demo:
- Send a 2-minute case study video.
- Drop a LinkedIn testimonial from someone in their industry.
Why it works: You’re not just selling—you’re pre-loading their brain with reasons to trust you.
2. The “Door-in-Face” Trick for Stubborn Buyers
Ever had a prospect ghost you after you sent a proposal?
Here’s why: You didn’t anchor their expectations.
Try this instead:
- Before sending the proposal, say:
- “Just to set expectations—our solutions usually start at [Higher Price]. Does that fit within your budget?”
- When they hesitate (they will), follow up with:
- “That said, we do have a more streamlined option at [Lower Price] that might work.”
Suddenly, the “lower” option feels like a steal.
Why it works: You’re not just negotiating price. You’re reshaping their perception of value before they see numbers.
3. The “Time Warp” Close (For Prospects Who Love to Stall)
“Let me think about it” = “I’m never buying.”
Unless… you pre-empt the objection.
- Before they can stall, say:
- “Most of our clients had the same hesitation before signing. Know what changed their mind?”
- “They realized waiting cost them [X] in lost revenue last quarter.”
Why it works: You’re not fighting their objection—you’re erasing it before it happens.
The Dark Side of Pre-Suasion (And How to Not Screw It Up)
This isn’t about manipulation. It’s about aligning your message with how brains actually work.
But screw it up, and you’ll sound like a used-car salesman.
Golden rule: Pre-suasion only works if you’re honest.
- If you prime them to expect a “revolutionary solution,” your product better deliver.
- If you anchor a high price, you better justify it.
Otherwise? You’re just another snake-oil rep burning bridges.
Your Move, Killer
Here’s the cold, hard truth:
Your competitors are already using these tactics.
The question is—will you let them outmaneuver you?
Or will you start pre-suading your prospects today?
Try this now:
- Rewrite your next cold email to prime curiosity before asking for a meeting.
- Drop social proof before your demo (case study, testimonial, or quick stat).
- Anchor expectations before sending a proposal.
Do this, and watch your close rates explode.
Now go sell something.
Regards,
Your B2B marketing Strategist and Tactician
P.S. Click here for the free white paper titled “The B2B Sales Pipeline Playbook: Strategies That Actually Close Deals”