🔍 Why You Should Always Know Their “Hidden Agenda”

The Sales Code - #17

Here’s something I’ve learned from pitching in boardrooms from Milan to New York:

Every decision-maker has two agendas.

The official one they share in meetings.
And the hidden one that actually drives their decision.

Years ago, I was negotiating a multimillion-euro sponsorship for an emerging sport. The contract looked straightforward: exposure, engagement, brand lift.

But something didn’t add up. Every time I addressed the CFO’s questions, the head of marketing stayed silent.

So, I asked her privately over coffee:

"What’s really going to make this a win for you?"

She paused, then admitted:

"Honestly, my reputation is on the line. I’m about to be promoted, and if this works, I’ll look like a visionary. If it doesn’t, I’m done."

Everything clicked.

From then on, I reframed the proposal to highlight how we’d make her look like the pioneer who brought innovation to the brand.

Deal closed.

Here’s the truth:

People don’t just buy products. They buy progress toward their personal goals.

Sometimes that goal is safety.
Sometimes it’s status.
Sometimes it’s legacy.

Takeaway:

Before you pitch, ask yourself:

• What’s at stake for this person beyond the business metrics?

• How does this decision impact their reputation, career, or sense of self?

• How can I position this as the safest path to the outcome they secretly want?

Because when you uncover the hidden agenda—and align with it—you stop being a vendor.

You become the obvious choice.

- Ruggero