The Power Map Reboot — 60-Min Training

Direct Answer

Section 1 — Cold Open: Why Deals Stall in Procurement (5 min)

Open by reading the room: "Raise a hand if a deal in the last 90 days surprised you in late stage." Every hand goes up. The villain isn't procurement — it's an incomplete stakeholder model. Force Management's buying-committee research shows enterprise SaaS deals at $25K-$500K ACV now average 6.8 stakeholders, and the AE has typically met three.

The other 3.8 are voting in rooms you weren't invited to.

Frame the hour:

• The org chart tells you who reports to whom. It is a lie about power.
• The influence chart tells you who actually moves the deal. It is invisible until you map it.
• Your job today: build both, and learn to spot the gap.

Drop the rule on the board: No deal advances to Proposal without a written power map signed off in your 1:1.

Section 2 — The 5-Role Taxonomy + Formal vs. Informal Power (15 min)

Walk the team through the canonical five roles. Use a live deal on the whiteboard — pick the rep with the messiest pipeline.

• Decision Maker (DM). Signs the contract. Often a VP. Rarely the person you sell to.
• Economic Buyer (EB). Controls the budget line. From Miller Heiman's Strategic Selling: there is exactly *one* EB per deal. If you have two, you have one deal stuck in two pieces.
• Technical Evaluator (TE). Can say no, cannot say yes. Security, IT, Legal, Data. Gatekeepers.
• End User (EU). Lives with the product Monday morning. Their pain is your wedge.
• Blocker. Has reasons — political, vendor-loyalty, status-quo bias — to kill you. Anthony Iannarino in Eat Their Lunch calls them "the resister." You don't convert them; you isolate them.

Now overlay Jim Holden's Power Base Selling: formal authority (title, budget, reporting line) vs. Informal power (trust, network, history, the CEO's old college roommate). A Director with 12 years and the CFO's ear out-powers a VP hired six months ago. Every time.

Run a 4-minute drill: each rep names one deal, then writes the EB and one informal power-holder. If they can't name the informal one in 60 seconds, that deal is yellow.

Section 3 — Support / Neutral / Detractor Axis (10 min)

Layer the second dimension from Strategic Selling: for every stakeholder, score them Supporter, Neutral, or Detractor. Combined with power, you get a 3x2 grid:

• High-power Supporter = your Champion. Coach them on internal selling.
• High-power Neutral = your highest-ROI meeting this week. Convert or lose.
• High-power Detractor = the deal-killer. You need a flanking move, not a feature pitch.
• Low-power Supporter = your coach in Mike Bosworth's Solution Selling sense — they leak intel, not authority.
• Low-power Detractor = noise. Acknowledge, don't fight.

Hand out the traffic-light worksheet: rep lists every stakeholder, marks power H/M/L, marks stance G/Y/R, then circles the two riskiest cells — high-power neutrals and high-power detractors. Those two get a named action item by Friday.

Verbatim coaching question: "Who in this account has power they shouldn't have on paper — and how did they get it?" That question alone surfaces 80% of shadow influencers.

Section 4 — Org Chart vs. Influence Chart (10 min)

Draw two charts side-by-side on the same account. The org chart comes from LinkedIn and the company directory. The influence chart comes from questions like:

• *"Who else needs to weigh in before you can move forward?"*
• *"When this team disagrees, who usually wins?"*
• *"Who killed the last vendor you evaluated, and why?"*
• *"If [DM name] were out for two weeks, who'd make this call?"*

The gap between the two charts is your risk surface. Iannarino's rule: the deeper the gap, the longer the deal. A flat org chart with a hidden 15-year tenured "shadow influencer" is a 6-month deal disguised as a 60-day deal.

Show the second mermaid — the influence overlay:

The dotted lines are the deal. The solid lines are the org chart. Sell to the dotted lines.

Section 5 — The Shadow Influencer Discovery Script (15 min)

This is the section that earns the hour. Role-play in pairs, swap, repeat. The script — adapted from Holden and Iannarino:

• **"Walk me through the last time your team picked a vendor in this category. Who was in the room? Who *wasn't* in the room but had input?"**
• "Outside this committee, whose nod do you personally need before you'd feel safe signing?"
• "Is there anyone at [Company] who, if they pushed back, would slow this down — even if they're not on the eval team?"
• "Who owns the relationship with [current vendor]? How long have they had it?"

The fourth question is the assassin. Vendor-loyalty is the #1 silent detractor in renewal-displacement deals. The person who picked the incumbent five years ago is on your committee whether you've met them or not.

Run the drill 3x per rep. Manager listens for two failure modes: (1) reps accept the first answer, (2) reps don't follow the thread to a *name*. A power map without names is a wish list.

Close the section by having each rep update one live deal's map in the CRM — power, stance, last-touched date — before they leave the room.

Section 6 — Cadence, Commitments, Close (5 min)

The map is a living document, not a one-time artifact. Lock the cadence:

• Re-mapped at every stage gate. Discovery → Demo → Proposal → Verbal → Close.
• Reviewed in every 1:1. Two questions: who moved, who's missing.
• Forecast-gated. Deals without a named EB and a named Champion cannot be Commit. Period.

End on the standing order: "Show me the map, or it's not a deal." Every rep commits to one updated power map in CRM by EOD. Manager spot-checks three at random tomorrow.

FAQ

Q: What if we genuinely can't find an Economic Buyer? A: You haven't found them yet; they exist by definition. Per Miller, ask the Champion: *"Whose budget does this come out of? Who signs off on amounts over [threshold]?"* If you still can't name them after two attempts, the deal is not qualified — downgrade it.

Q: How do we handle a high-power Detractor we can't displace? A: Don't try to convert them head-on. Flank: build a coalition of supporters around them, get the EB to override, or change the success metric so the detractor's objection becomes irrelevant. Iannarino's rule — isolate, don't engage.

Q: Is the power map a CRM field or a doc? A: Both. Stance and power-level as CRM fields (so you can report on coverage), plus a free-text doc or Miro board for the influence overlay. Salesforce, HubSpot, and Gong all support custom contact-level fields for this.

Q: How often do shadow influencers actually change the outcome? A: Force Management's 2024 buying-committee data shows ~40% of lost enterprise deals cite a stakeholder the seller never met. That is the entire problem this training solves.

Q: What's the one metric to track post-training? A: Named-EB coverage on Commit-stage deals. Should hit 100% within 30 days. If it doesn't, you have a forecast problem, not a training problem.

Sources

1. Holden, Jim. *Power Base Selling: Secrets of an Ivy League Street Fighter.* Wiley, 1999 — formal vs. Informal power framework.
2. Miller, Robert B., and Stephen E. Heiman. *The New Strategic Selling.* Grand Central Publishing, 2005 — 4-role buying influence model and Supporter/Neutral/Detractor axis.
3. Iannarino, Anthony. *Eat Their Lunch: Winning Customers Away from Your Competition.* Portfolio, 2018 — displacement and shadow-influencer tactics.
4. Bosworth, Michael. *Solution Selling: Creating Buyers in Difficult Selling Markets.* McGraw-Hill, 1995 — Coach role definition.
5. Force Management. *The Enterprise Buying Committee Report.* Force Management Insights, 2024 — committee-size and stakeholder-coverage data.
6. Adamson, Brent, and Matthew Dixon. *The Challenger Customer.* Portfolio, 2015 — Mobilizer / Talker / Blocker stakeholder profiles in modern committees.
7. Gartner. *B2B Buying Journey Research.* Gartner for Sales Leaders, 2023 — average 6-10 stakeholders in enterprise SaaS purchases.