You submit your proposal to your favourite person in the company.
She’s seen your slides evolve.
She knows your strengths, flaws, pricing errors, and typos.
She loves it.
She’s in.

But… enter the rest of the family.

The real decision-making starts now.
Because acceptance is one thing.
Approval? That’s an arranged marriage.

The mother (procurement) wants to know if you’ll provide care and attention post-sale.

The father (finance) wants to be sure you won’t fall apart if the PO is delayed.

The mausi (legal) wants a background check and your company PAN card in triplicate.

The mama (IT guy) just wants to know if you’ll help him download the software.

The bua (HR head) is very concerned about your company culture and family history.

The cousins (cross-functional teams) want to know: What’s for lunch during training at your office?

Everyone has a different interest.
Everyone has a different reason.
But they all want one thing:
To see their beloved team live happily ever after.

So if you’re in B2B sales and your deal is stuck—
Remember, you’re not selling a product.
You’re asking for a hand in marriage.
Give everyone their answer.

Win over the uncles and aunties.
Smile at the awkward questions.
And don’t forget to say the right thing to the father. Always.

Sales is about giving the right answers to many questions.
Some logical.
Some emotional.
Some totally random.
But all leading to one moment of truth.
Toh rishta pakka samjhe?