B2B Influence Strategy One Day Masterclass
As a business leader, you are expected to understand markets, competitors, and customers. Yet the most important factor in many buying decisions is: what’s going on inside your buyer’s mind. This masterclass equips your team with behavioral insights to build stronger sales and marketing strategies. Interactive gameplay ensures the lessons are understood, remembered, and applied.
Insights that enhance results at every stage of the sales cycle
- You delivered a great pitch and you’re sure your product will really benefit the customer organization. The prospect seemed convinced, but later just put the decision on hold.
- You put in tons of work to create detailed proposals with all the bells and whistles, but your conversion rate is still so low…
- You’ve launched a breakthrough product and had demos for dozens of prospects. They’re all impressed, but no one is signing up…
In every one of these situations, the problem is that buying decisions are never purely rational. Every decision-maker carries unconscious biases and relies on decision shortcuts or heuristics, that shape what they hear, how they evaluate risk, and ultimately whether they act.
The B2B Influence Masterclass unlocks the kind of insights that translate directly into closed deals.
We translate decades of behavioral economics research into practical sales strategies that improve outcomes at every stage of the sales cycle.
Research-Backed Content and Gameplay
Workshop Content
The 11 Most Powerful Behavioral Insights for B2B Sales and Marketing
Our research team has identified the 11 most impactful behavioral concepts driving B2B buying decisions — the key biases, decision shortcuts, and Principles of Influence that determine whether deals close.
Each concept is discussed with examples and direct application to real B2B sales and marketing situations.
InfluenceX -The Client Win Strategy Game
A fast-paced, interactive business simulation that helps participants experience how trust, influence, negotiation, and behavioral psychology shape real-world client acquisition. The game combines strategic decision-making with live negotiation, influence tactics, and behavioral challenges.
Players compete to acquire and retain clients while managing trust, overcoming resistance, navigating bias, and responding to unpredictable business situations. By the end of the game, participants will be able to:
- Understand how trust, perception, and human behavior influence client decisions
- Recognize common behavioral barriers such as resistance, overload, and bias in business interactions
- Apply influence and negotiation strategies more effectively in client-facing situations
- Improve strategic communication and relationship-building approaches
- Experience how collaboration, trust management, and decision-making impact business outcomes
Fun to play and strategically rich, the game creates an awareness of our marketing and sales patterns through a learning environment where participants discover that winning clients about understanding how humans think, trust, resist, and make decisions.
Key Takeaways
- Demand Generation Understand why certain messaging creates immediate resonance with prospects.
- Pitching Recognise the unconscious signals buyers use to decide whether you are a partner to be trusted.
- The Principles of Persuasion Discover why scarcity, social proof, and reciprocity work and how to apply them authentically in B2B conversations.
- Proposals and Presentations Understand Choice Architecture so that your proposals become the natural choice.
- Objection Handling Identify the specific cognitive bias driving objections and respond to the real psychological concern beneath it.
- Building Deep Client Relationships Learn how the principle of Unity and the Ikea effect transforms customers into advocates.
- Deal Closing Prime buyers to take action.
Facilitators
Suhasini is a former Chief of Marketing at GS Lab and served as Director of the British Trade Office in Pune, part of the UK Trade & Investment division of the British High Commission in India. She holds an MBA from NMIMS, Mumbai University, and was recognised as one of the 100 Most Influential Marketing Technology Leaders at the World Marketing Congress in Mumbai in 2015.
Her career spans advertising, account planning, client acquisition, communication strategy, and enterprise learning leadership. Having worked across FMCG, Telecom, BFSI, technology, education, and professional services, she brings a unique blend of commercial insight and behavioural expertise.
Shyama designs and delivers programs in leadership, communication, sales effectiveness, customer engagement, professional effectiveness, and capability development. Her approach combines business strategy, human behaviour, and practical application to help professionals influence stakeholders, strengthen client relationships, and improve performance.
Every learning experience is grounded in real-world scenarios, simulations, and actionable workplace practice.
Participant Testimonials
I attended Suhasini’s session and it immediately struck a chord. Having been part of large B2B sales efforts at TCS, I could clearly see how her behavioral insights map to real‑world enterprise selling. The way she simplifies buyer psychology, trust signals, and influence patterns is outstanding. The masterclass distills concepts that every sales team should internalize, right from framing choices to reducing perceived risk to building authentic credibility. Highly recommended.
Amit Ravankar, Founder & CEO, BloomingPros.aiI attended an excellent masterclass where Suhasini Kirloskar of B2B Growth Essentials presented their latest study on behavioral insights for B2B sales and marketing. What stood out was how the session connected timeless research on human psychology and behavioral science with the cognitive biases that influence a buyer’s decision-making journey. The insights were thoughtfully curated and mapped to real-world B2B sales and marketing situations, making the content both intellectually rich and highly practical. I believe this is essential knowledge for any sales or marketing professional who wants to better understand buyer behavior and apply these insights meaningfully in their work. I am certainly looking forward to exploring this subject in greater depth with Suhasini.
Gautam Sathe, Founder, PravencoTestimonials for AI for Sales and Marketing Program
The session was amazing! You made everything crystal clear, and now I know exactly how to choose the right tools. Thank you for simplifying things and making it so practical and inspiring. I’m looking forward to learning more from you!
I got many takeaways and clarity about AI for Marketing. As a solo founder, I feel concerned about juggling so many roles, so these tools will help a lot.
Thank you, Ma’am! I’m excited to attend more of your sessions.
Thank you for the excellent session. The insights on building and managing a sales pipeline, particularly understanding the healthy pipeline/funnel and defining how many leads you need to achieve growth targets, were invaluable.
The practical advice on aligning activities with the buyer journey and leveraging AI tools for sales acceleration was greatly appreciated.
Thank you for generously sharing key learning from your past research and experience on “use of AI tools for marketing”. Very handy and actionable for founders. Especially, your experience on AI’s potential for each marketing activity (including reasoning) helped me take a few decisions on AI or no AI.
B2B Influence Strategy Blog Posts and News
What Does Your Price Tell a B2B Buyer About Your Product?
Key Takeaways Price does more in a B2B purchase than determine how much a customer has to pay. It can also influence how customers perceive the risk of an offering. When buyers have limited information [...]
What Neuroscience Could Reveal About B2B Buyers
Key Takeaways B2B decisions may appear rational and structured, but they still involve human processes such as attention, memory, emotion and cognitive effort. Neuroscience offers methods for observing some of these processes rather than relying [...]
Behavioral Nudges Help B2B Businesses Move from Free to Fee Engagements
Key Takeaways Moving B2B digital services from free to fee can be challenging, particularly when customers have become accustomed to receiving the service at no cost. How a price change is communicated can influence customers’ [...]
The Science Behind B2B Decisions Workshop at SEED Infotech
B2B buying decisions are often shaped by factors that extend beyond product features, pricing, or ROI calculations. Questions such as why prospects delay decisions despite recognizing value, when premium pricing strengthens rather than weakens an [...]
B2B Influence Strategy Session for the Indo American Chamber of Commerce
Suhasini Kirloskar conducted a knowledge session for members of The Indo-American Chamber of Commerce (IACC) as part of their series 'IACC Thursday Insights'. The topic was 'Decoding the B2B Buyer Mindset: The Key to Winning [...]
Behavioral Insights: The Competitive Edge Most B2B Marketers Leave on the Table
Key Takeaways B2B buyers believe they make rational, evidence-based decisions, but decades of behavioral science research suggests they largely don't, and the patterns are predictable enough to be designed around Kahneman's System 1 research shows [...]
B2B Influence Strategy
One Day Masterclass
