Isaac Adewumi

Thu, 19 Jun 2025 11:09:16 GMT

Follow Hustlebean

How to Get and Keep a B2B Decision Maker’s Attention

Nigerian B2B decision makers aren't ignoring you for fun. They’re tired of new products, distracted by multiple memos, overloaded with expectations from top management and constantly being pitched.

To win, you have to:

• Lead with hard proof you can deliver better value.
• Make them the main character, not your product.
• Build human connections before you pitch.
• Use creative, visual, and strategic context based on their pain points.
• Your goal isn’t just to sell. It’s to make them look like a genius in front of their boss.

This playbook draws from real conversations with frontline experts: Oyindamola Bello, (Business Director at Intense Group), and Gift Iyere, (B2B Sales Lead at 54 Collective) two sales operators who consistently win deals in Nigeria’s tough B2B terrain.

The B2B decision maker’s mind: What’s really going on behind the scenes

Before you even write your pitch or request a meeting, understand this: the B2B decision maker you're chasing is not waiting for you. They're solving fires, dodging internal politics, and reviewing dozens of vendor requests every week. Here’s what’s happening on their side of the table:

1. Stress, overload and vendor fatigue

Most B2B leads are battling internal chaos: tight timelines, shifting KPIs, existing vendors, and pressure from above. Oyindamola shared how many buyers already have suppliers in place. Adding a new one means CAC documentation, approvals, and more reporting is stressful and time-consuming.

2. Trust issues and timing mismatches

Gift explains that timing is half the game. Even if your solution is excellent, if it lands during a busy internal cycle or when leadership is risk-averse, you’re toast. Without warm intros or proven trust signals, you’re just another vendor asking for time they don’t have.

3. Their reputation is on the line, not yours

They’re not just buying a service, they’re putting their own name behind you. If you flop, it’s their credibility on the line. Oyindamola puts it simply: “How will this vendor make me look smart to my board?” That’s one of the key things buyers care about.

What works: How to get and keep a B2B decision maker’s attention

Oyindamola and Gift shared several tested tactics that consistently open doors and close deals even with skeptical, risk-averse or distracted B2B decision makers especially when penetrating and scaling in new niches.

1. Human-to-human > generic cold outreach

It's important to start with warmth. Gift emphasized building relationships through content interaction (LinkedIn), referrals, or a shared network. A cold pitch with zero context is dead on arrival. A familiar face gets five more seconds.

Gift put it simply: “Most decision makers want to be approached the same way they approached others when they were in your shoes. They don’t trust unfamiliar methods or random pitches.”

If they can’t trace how you found them or don’t see a clear thread of relevance, they’re not replying.

2. Data + empathy in your pitch

As Oyindamola said, “Talk in numbers and feelings.”

For example:

“We helped [X Company] grow (benefit) by (percentage) with (how). I’d love to show you how on a call. Interested?”

That line does two things:

• Shows proof with numbers
• Taps into real emotional tension they might be facing

For B2B decision makers leading Nigerian businesses, you need to communicate in the metrics they value, not just the ones you’re proud of. You must communicate in the language of your client and in the metrics they believe are important. If efficiency, agent performance, or cost control matters to them, lead with that.

3. Free trials and mini-projects

B2B buyers hate risks. Even when they like you, they need cover. Oyindamola recommends offering:

• 2–3 month trial phases
• Pilot projects
• Small, high-impact sprints

This gives decision makers a safety net and evidence to defend their decision internally. It’s easier to sell “a small test” than “a 12-month retainer.”

4. Create social proof

If a B2B buyer is the one reaching out to you, it’s usually because of massive peer validation. They’ve seen your work, heard about it through trusted channels, or been directly referred to you.

Gift said it clearly:

“If they seek you out, it comes from a place of immense social proof. They must be seeing what you’re doing especially through peers or team members. That’s what makes them trust enough to message you.”

So, instead of chasing buyers blind, focus on being visible where they hang out: LinkedIn, webinars, WhatsApp groups, internal Slack mentions, and case studies shared by clients. Let others advocate for you.

5. Make them the main character

Your product or solution isn’t the hero, they are. They are the main character, not you. That decision maker has a boss, a target, and a limited budget. The easiest way to get into their door is to find out what will make them look like a superstar and pitch how your solution helps them achieve that.

As Oyindamola said:

“Find what matters to them - pricing, ease of use, efficiency - and pitch how your solution helps them shine in that area.”

You’re not pitching software, you’re pitching a personal win.

6. Use contextual proposals with visuals

Forget generic powerpoint decks, Oyindamola recommends building tailored pitch materials that speak directly to their current situation. Here’s what works:

• SWOT of their current strategy
• Side-by-side comparison with competitors
• Clear execution timeline
• ROI-driven budget plan
• Visuals/mockups aligned with their brand tone

When done right, a proposal shouldn’t just look polished—it should feel like it came from inside their team.

7. Deliver value in their language

Too many founders and sales managers think “value” equals more or better features. Here’s what real value looks like, according to Gift and Oyindamola:

• Do I look smarter to my boss for bringing you in?
• Will this reduce my team’s complaints and internal stress?
• Can you help me hit my KPIs without drama?
• Will your execution be flawless, even when I’m not watching?

In Gift’s words:

“Your job is to reduce the decision maker’s risk, save time, earn, save and multiply money, reduce customer feedback and make me look good before my team mates and top management. That's the value they want from your product or service.”

8. Use sales psychology principles

Sales isn’t just logic, it’s psychology especially in B2B when dealing with decision makers. Gift breaks down 4 core principles:

• Familiarity: The more they’ve seen or heard your name (in helpful ways), the easier it is to say yes.
• Scarcity: Limited spots, time-sensitive offers, or exclusive invites increase urgency. Something like: “We’re onboarding 15 early partners in June, can I reserve your slot?”
• Social Proof: Highlight that others like them are saying yes: “Two other fintech COOs just rolled this out, it’s saving them 3 hours a week.”
• Loss Aversion: People hate losing more than they love gaining: “This free pilot ends next Friday. After that, it’ll be ₦75K/month.”

Messaging that gets and keeps a B2B decision maker’s attention

You have 5 - 10 seconds to capture attention mostly, you need to use them wisely or get archived.

To create a first line that wins attention, Oyindamola recommends: “Hi, I’m (Name) from (Company). We helped (Client) increase (X) in (Y) timeframe. I’d love to show you how. Are you interested?”

It’s clear, specific and gives them something to visualize.

It’s important to avoid phrases like:

• “We offer innovative, end-to-end solutions…”
• “We’d love to show you our platform…”

They are too vague and too self-centered. Instead, Gift recommends something like: “I saw your team’s campaign launch. We’ve helped (name of similar brand) fix (name of problem) by (insert metric). I’d love to show you how.”

Channels that help you get and keep a B2B decision maker’s attention

Once you’ve nailed the message, the next battle is distribution. In Nigeria’s B2B space, that means mixing digital persistence with analog boldness. It’s not about mass outreach, it’s about smart, context-led touchpoints.

Here’s what actually cuts through, according to Oyindamola Bello and Gift Iyere.

1. Office visits still work

Yes, showing up unannounced is old-school, but it still works.

Oyindamola insists cold office visits are one of the most underrated ways to break in. Dress sharp, bring printed materials, smile, and ask for a short meeting. If they’re unavailable, leave your info. If they are, you’ve just secured real facetime or a scheduled meeting.

“What’s the worst that can happen?” Oyindamola Bello

In a world full of unread emails in inboxes and spam, physical presence signals you’re serious and ready to do business.

2. LinkedIn + outreach tools

LinkedIn remains a goldmine especially when paired with tools like Sales Navigator or Apollo.ai. But context is still king. Gift recommends tracking your target’s activity:

• Events attended
• Complaints about a product or service
• Team wins
• Reference product updates
• Engage with their content before reaching out

This transforms you from a stranger to a familiar name.

3. Referrals and mutual introductions

Nothing beats a warm intro. Gift highlights that referrals are often the fastest path to trust even if it’s from an old colleague, classmate, or from another vendor they already have a good relationship with.

“A ‘Hey, your friend/colleague/classmate/vendor (name) referred me’ will go further than 100 cold emails.” - Gift Iyere

You should make it easy for people to vouch for you, your credibility multiplies instantly.

4. Physical events

If you want instant rapport and build fast relationships with decision makers, you need to show up to physical events like industry meet-ups, conferences, panels, and mixers. Because they’ve seen your face and met you up close and personal, you’re able to build trust through casual conversation outside of work, not just sales talk.

Events let you:

• Chat outside of work contexts
• Connect emotionally
• Leave a lasting impression

And when the follow-up lands, it’s no longer a cold touch, it’s a familiar ping.

It’s important not to push for an immediate commitment at events when you meet decision makers. Instead, you should exchange phone numbers, connect on Linkedin, send a message and begin a conversation.

5. Use account-based marketing (ABM)

ABM is less spray-and-pray, it’s sniper-style marketing. Account-Based Marketing works exceptionally well for enterprise B2B in Nigeria and West Africa, says Gift. But it’s a long game and requires:

• Deep research into select clients
• Building hypotheses from data
• Mapping stakeholders and their roles
• Customizing outreach per role/channel based on behavior

“ABM is about depth. You need to know where stakeholders are, how they think, and either have relationships or know how to build them really fast.” — Gift Iyere.

In our market, that level of insight and detail is everything.

6. Cold Emails and DMs

Cold outreach isn’t dead but it has rules. Gift cautions against pushing too hard in a first message. Instead of asking for a meeting or demo, raise their interest first. That could mean:

• Inviting them to a niche event (could be physical or digital)
• Offering a free trial
• Sharing insights tailored to their role

“For cold outreaches and DMs, it’s always best to have some sort of connection already and frame your message to raise interest within the first 5-10 seconds.” - Gift Iyere.

It’s a gentle nudge, not a sales pitch.

7. Voice notes

Voice notes are powerful but only when the relationship has started warming up.

Oyindamola emphasizes that voice notes add authenticity and personality but don’t jump the gun. Send them after some back-and-forth or a comment exchange. Used too early, and it feels invasive.

Once you're familiar, voice notes can add more emotions and sell your pitch in a personal, confident, and memorable manner.

How to avoid looking desperate for a B2B decision maker’s attention

It’s a thin line between follow-up and turn-off.

Nigerian buyers, especially in B2B, are already overwhelmed with requests, demos, and deadlines. If your outreach starts to feel needy, they’ll ignore you or worse, block you.

This section is about getting noticed without sounding like you're begging. Oyindamola Bello and Gift Iyere offer both mindset shifts and tactical cues for following up the right way by being urgent without looking desperate.

The difference is simple:

• Urgency is when your message speaks to the buyer’s timeline, pain, or goals.
• Desperation is when the only urgency is yours (you’re focused on your quarterly and yearly KPIs)

“Desperation is urgency for your own sake because end of quarter or the year is near, your metrics are bad, or you need to prove something. True urgency is tied to the customer’s needs.” - Gift Iyere

For example:

• This is wrong: “Hey, just checking in again for the third time this week.”
• This is right: “Hi [Name], I know your team’s gearing up for Q3 targets. Thought this idea might help hit that ₦25M revenue goal faster, see attached.”

Generic follow-ups don’t work, you need to be specific. You need to clear, be timely, and tie value to their goals. Instead of: “Just wondering if you had time to review my last email.”

You should say: “Saw your team launched in Kano last month. We helped a similar FMCG team there reduce churn by 23%. Would you be open to a 15-minute demo on how we did it?”

Oyindamola mentioned that follow-ups shouldn’t feel like emotional blackmail. Your tone matters just as much as your words. Build emotional rapport over time so each message feels natural not needy.

“The best follow-ups balance warmth with confidence.” — Oyindamola Bello

Treat it like checking in on a peer, not pestering a superior. Also, if you get rejections or silence, maintain your positive energy and keep on delivering value.

Your B2B decision maker attention grabbing outreach checklist

Before you hit send on that next cold DM or email, you need to check:

🔲 Is your pitch about them, not you?

🔲 Are you backing it up with proof, not promises?

🔲 Can they forward it to their boss and look brilliant?

🔲 Have you warmed them up or built context?

🔲 Is there a small, low-risk way to try you out first?

🔲 Would you reply if this landed in your inbox?

If it’s a no on any of the above, go back and tweak.

Need a smarter way to drive field sales?

Hustlebean helps Nigerian businesses hire and manage field reps that don’t just show up, they close. We don’t just vet and train, we help your salespeople win the trust of real buyers, faster.

Launching a new campaign or struggling with sales campaigns?

Let’s help your team actually sell. Talk to us for FREE here and we’ll help you drive revenue growth.