Module 4.3: Influence

Note: This module includes a short multiple-choice question You’ll find the question at the top of this transcript and the correct answer at the very bottom. Read through the module first before scrolling down for the answer!

Question:

11. What is an example of using Influence to support a late-stage deal?

           A) Sending a cold email to the buyer’s CFO

           B) Asking a mutual connection to vouch for you in a Slack thread

           C) Offering a discount to accelerate procurement

           D) Posting a tailored testimonial that your buyer might see while lurking

Transcript:

Picture this: You’re on the 10-yard line. You’ve had the meetings, the buyer’s interested, you’re close. But for some reason, the deal is stalling. Procurement is slow. The buyer’s nervous. They’re just not ready to commit.

This is where influence can change the course of a deal.

At this stage you don’t need an intro, you’re already talking to them. You don’t need intel, you’re already deep in the process. What you need is for your network to create a little pull that makes the buyer feel like you’re already trusted, known, and inevitable.

So what is Go-to-Network influence?

Influence is when your network helps you stay top of mind, push social proof, and reinforce your value so deals move across the finish line.

It’s not about pressure. It’s about presence.

It sounds like:

• A mutual connection casually mentioning, “Oh yeah, I’ve worked with Commsor for a long time. They’re great.”
• Someone commenting on your LinkedIn post right as your buyer is lurking on your profile.
• A former customer posting about your product the same week you’re in late-stage calls, showing the impact it’s had for them.

Subtle? Yes. Effective? Absolutely.

Every seller knows that the right piece of social proof at the right time can be a game-changer in closing a deal.

Here’s how to use influence:

1. Activate relevant connections.
   Ask yourself: Who in my network, or which of my customers, knows this company, this buyer, or has influence in their world? Then give them a low-lift ask.
   
   Example: “Hey Jess, I just posted a case study on companies similar to Buyer. Would love it if you could like or comment. I know a few folks there are probably checking us out right now, and your comment could impact their decision-making.”
   
   
2. Leverage indirect endorsements.
   Have a trusted connection give a quiet nudge.
   
   Example: “Hey, I saw you’re connected to Ali at Monzo. We’re in final conversations with them. Totally don’t need an intro, but if it comes up, it’d be really helpful if you shared your experience working with us.”
   
   
3. Post for lurkers.
   Buyers in late-stage conversations are always lurking: Checking your site, reading your reviews, looking at your LinkedIn. Post something that aligns with their role or industry: a testimonial, a short story, a case study.
   
   You don’t have to tag them directly, but the chances they see it are high, and it matters.

A few things to remember:

• Influence compounds when your team joins in. Involve execs, investors, customers, and community champions. Coordinate the message and keep it light. Sometimes all it takes is a small signal boost.
• You can’t fake influence last-minute. It works best when you’ve been investing in visibility, community, and trust all along. Delivering on your promises is what makes influence authentic.
  
  

Influence is that final push. Sometimes the difference between “pending” and “closed-won” isn’t a better proposal, it’s that extra signal of trust: Other people back this. Other people benefit from this. I won’t regret it.

That’s the power of influence. And when you combine it with intros and intel, you’ve got a network that not only opens doors, it helps you walk through them.

Let’s wrap this up and move into the GTN Playbook, where we’ll walk through specific ready-to-run plays for all three: Intros, Intel, and Influence.

Answer:

11) D