Have you ever had that feeling in life that you’ve created something truly grand?
Something big and lasting? You know — the kind of feeling that you deserve an Oscar… or at least a Cannes Lion.
Ever happened to you?
I’ve had that feeling. And the reason is a unique B2B sales formula built on fundamental truths of psychology and communication.
I have been building it for 20 years. So here it is — take it. Tested, proven thousands of times, and working like a Swiss watch.
Inside you will find the Straight Line from Jordan Belfort, SPIN Selling from Neil Rackham, Persuasion Engineering from Richard Bandler, Language Patterns from Milton Erickson — and about 70% of the formula comes from my own experience.
My name is Edgars Untāls. I am a Sales and NLP Trainer. I have completed more than 15,000 sales visits, thousands of emails, and countless phone calls. I have worked with brands like Toyota, Mercedes, IKEA, Coca-Cola, Samsung, and others. That means I know what I’m talking about, I can justify every word, and I can prove results with real numbers.
And before we get to the formula, let me remind you:
• People buy from people — which means humanity and empathy are your secret weapon • Deals happen only when you are on the same line with the client • 90% of sales communication impact is nonverbal and depends on six voice tones • 90% of the deal depends on how well you did your homework and how much you know about the client • Every deal is built on a combination of 3–5 criteria • Questions are your most valuable working tool • The purpose of questions is not to discover client needs, but to help them understand their needs • There are three categories of questions — open, clarifying, and closed. Each has its place and sequence • Every deal is built around solving a client’s problem in a brilliant way • Sequential time loops are the most powerful objection-handling strategy of all time
So here it is — a world-class B2B sales formula.
1.Do Your Homework
First, learn the specifics of the client’s business: how they make money, what work they have completed, their potential challenges, and their current goals. First, tell the client a story about them, and only after that about yourself. (Make them feel good — that is your number one priority!)
2. Create Rapport
“Aleksandr, I have been following the growth of your company for some time. I know that for the third year already, you have been one of the fastest-growing companies in the industry. Judging by the feedback, clients love you, and employees appreciate you.”
“I have always wanted to ask — what is the secret of your success?” (Open the client to conversation.)
3. Ensure Transition
Listen carefully, smile, nod, and agree. Then connect the introduction with the next step: ask for permission to ask questions.
“Actually, that is also the reason why I am here — to understand how we can become great cooperation partners and turn good things into excellent ones. So, allow me to ask you a couple of questions.” (Ask for permission.)
4. Ask Mandatory Questions
Your questions must be like a Swiss watch — nothing unnecessary. Every detail must be in place. Here is a ready-to-use system tested thousands of times, where all parts are connected in one meaningful chain. Question after question, answer after answer — and the deal is not far away.
“By the way, how much time do we have?” (Clarify time frame)
“What is your experience with process/product/service X?” (Clarify past experience in your niche)
“What products/services are you currently using?” (Understand the present model)
“What projects or important activities are planned for the next one to two years?” (Outline the future)
5. Discover Problem Zone
Now you help the client become aware of their current problems. Help them realize them and say them out loud. After that, you solve them one by one. Otherwise, the deal will not happen, and you part as friends.
“Following industry news, I’ve noticed that this is quite an intense period in your niche — if not more.”
“Is this true?” (Get confirmation)
“Tell me, what are the most relevant challenges right now?” (Create context)
“I understand. Does it also happen that… “(Check relevance of a specific problem)
“And how often does it happen that… “ (Intensify a specific problem you can solve)
“Have you calculated how much such a situation costs the company?” (Increase awareness of the cost of the problem)
And make sure you don’t say a word about your product or service yet — just ask questions and focus on the answers.
6. Ask for 3 Client Criteria
Proceed with mandatory questions about the criteria the customer uses when choosing their current solution. You need at least five criteria to close the deal — three from the customer side and two from yours. Your product must match these criteria (at least the first one) and then add extra value.
“What is important to you when choosing process/product/service X?” (First criterion)
“What else?” (Second criterion)
“Maybe something else?” (Third criterion)
7. Provide 2 of Your Criteria
And how important is it for you that… (Your strongest advantage)
And how would you evaluate if… (Second strongest advantage)
Here, you expect to hear a clear “yes”; otherwise, the system weakens.
8. Make a Summary of all Criteria
Repeat all criteria mentioned in the exact original order — except price. Place the price last and paraphrase it in a way that there is no option to disagree. Make sure you don’t miss anything or change the sequence. Be precise and sharp, because this aligns you with the client’s buying formula.
“So, when choosing product/service X, the most important criteria are:
1. 2. 3. 4. 5. And all that for appropriate costs.”
“Is that correct?” (Summary confirmation)
9. Proceed with the Product Presentation
Now it’s your time to shine. You have built rapport, gathered background information, clarified the client’s buying formula, and secured agreement with two of your strongest benefits.
The next step — package your product according to the client’s criteria and address each one using the FAB formula: Feature – Advantage – Benefit.
Do not mention criteria you cannot fulfill — simply skip them for now. Place the price at the end and break it into smaller parts. Then offer a bonus as a stimulus to decide now.
“Andris, you know what is interesting… The more I listen to you, the more I understand that I have exactly what you need.”
You mentioned that when choosing a product, you value… (Client criterion 1) — here is how we provide that… (FAB)
You mentioned that… (Client criterion 2) — we solve it like this… (FAB)
Regarding… (Client criterion 3) — here is our solution… (FAB)
And regarding… (Your product FAB 1)
And here we offer… (Your product FAB 2)
“And all this only for amount X, with installment options. And as a gift from me…”
“So, what do you think?”
Wait for customer feedback and expect resistance.
10. Overcome the Resistance
Be prepared. Resistance is a logical part of the buying process. My suggestion: always use Pacing + Leading and 3 Sequential Time Loops as your base strategy. Nothing more is necessary.
Pacing and Leading means always staying on the same side as the customer.
Examples:
“It’s too expensive.” ”I understand — price is always an important part of the deal, therefore…”
“I need to think.” ”Of course. It’s important to make decisions wisely, therefore…”
“I’m satisfied with my current product.” ”I understand. I would ask the same question — why change something that already works? And the answer is simple…”
Time Loops means you do not argue with objections. Instead, you bring the customer back to earlier moments in the conversation.
Loop 1 — The Idea. First, sell The Idea.
Client objection → “I understand. X is always important when choosing X. Tell me, how do you like the idea itself — the solution that allows you to…?”
Loop 2 — The 2 Problems. Sell the solution to 2 Core Problems.
“A moment ago, you mentioned that…” (Return to problem 1) Look at how we would solve that. (FAB)
“You also mentioned…” (Return to problem 2) Look at how we would solve that. (FAB)
Are we moving in the right direction? (Get feedback)
Do not push for a final decision yet — go for a smaller concession.
“Well, kind of yes…” “I think so too.”
Do you have any other questions? (If yes, answer and continue.)
Loop 3 — Your Charisma and Expertise. Sell yourself.
“Aleksandr, you know what brings me the greatest satisfaction in my work? Seeing my clients succeed. Watching them reach their sales goals and grow their companies. I’m happy when a client calls me and says — ‘Edgars, thank you for our great cooperation.’ That warms my heart. And I’m convinced this will be another success story.” (Sell your empathy, experience, and charisma.)
11. Come to an Agreement
Everything is now discussed and clarified. You can improve the client’s business, and you can prove your solution with numbers. You have references and successful projects. Now all that remains is to close the deal.
