In a recent LinkedIn post, Mario Hernandez discusses a critical, often-overlooked aspect of enterprise sales: the invisible forces that shape deal shortlists long before a formal sales process begins. Hernandez argues that many sales teams are losing out on significant opportunities because they fail to understand how these early-stage influences operate.
Hernandez highlights a common scenario where a company believes they lost a deal due to weak selling, when in reality, the decision was already leaning elsewhere before their involvement. He points out that enterprise shortlists are rarely constructed from a blank slate.
“That’s because enterprise shortlists are rarely built from scratch. They’re shaped by: A board member who has seen one vendor before. A consultant who already trusts another. An executive who used a competitor at their last company. A peer who says, ‘These are the three companies you should look at.’”
According to Hernandez, by the time procurement officially opens the process or an RFP is issued, certain vendors are already being seriously evaluated, while others are merely undergoing a validation check. This distinction, he emphasizes, is profoundly different and significantly impacts the chances of winning.
The Hidden Architects of Enterprise Decisions
Hernandez asserts that understanding these pre-deal influences is paramount for any sales professional targeting larger accounts. He learned this lesson through difficult experience, realizing that even the strongest presentation can fall short if competing against a decision that was set in motion months prior.
Shifting the Sales Question
The core of Hernandez’s insight lies in reframing the fundamental sales question. Instead of solely focusing on getting invited into more deals, he urges sales leaders to investigate who is influencing the shortlist before the deal is even visible to them.
“So if you’re trying to win larger accounts, don’t only ask: ‘How do we get invited into more deals?’ Ask: ‘Who is shaping the shortlist before the deal becomes visible?’”
As Hernandez points out, these influencers can take many forms, including advisors, existing customers, investors, consultants, former colleagues, or even internal champions within the target account who already have a favorable view of the vendor.
Beyond the Formal Sales Process
Hernandez’s analysis underscores a crucial truth in complex B2B sales: the actual sales process, often starting with an RFP, is frequently the culmination of earlier, less visible decision-making dynamics.
“The sales process may begin with an RFP. The decision rarely does.”
He elaborates that the initial perception and pre-existing relationships or biases formed by key individuals can predetermine the outcome. Therefore, proactive engagement with these influential figures, even before a formal opportunity arises, becomes a strategic imperative for success in enterprise sales.
“You can show up with the strongest presentation in the room and still be competing against a decision that started six months earlier.”
In conclusion, Mario Hernandez’s LinkedIn post serves as a vital reminder for sales professionals to look beyond the visible sales funnel and identify the unseen forces that shape enterprise buying decisions. By understanding and engaging with the architects of the shortlist, sales teams can position themselves more effectively to win larger, more complex deals.
📝 About This Content
This article is based on insights shared by Mario Hernandez on LinkedIn.
📅 Originally posted on July 29, 2026 | View original post on LinkedIn →