Are You Being Asked to the Table?

Let me paint a picture many of us know all too well: A big decision is being made. Meetings are taking place behind closed doors. Strategies are forming. But the salesperson, you, are not in the room. Then, out of nowhere, you are handed an RFP and asked to quote on something. No context. No clarity. No chance to influence.

Sound familiar?

You know the value you bring, at least I hope you do, the insights, the experience, the pitfalls you can help your client avoid. You understand the nuances of sourcing, branding, lead times, and packaging, yet, you are viewed as a product pusher, not a strategic partner. Worse, when the client says, “Let me take this back to the committee,” you already know they do not have the tools or understanding to articulate what is truly needed. Cue the back-and-forth, missed expectations, and friction.

So, I will ask you: Why aren’t you being asked to the table?

Here is the truth: it is not about waiting for an invitation. It is about earning your seat and positioning yourself, so your presence is essential to the process. When clients see you as a critical part of the solution, someone who adds value, insight, and direction, you will not only be invited, but you will be also expected.

From Order-Taker to Strategist: The Mindset Shift

Let us be honest, our industry has long suffered from the “order-taker” mentality. And unfortunately, some of that reputation is earned. Too many salespeople jump straight into quoting product without ever asking the right questions or doing the needed research.

When I ran my own marketing company, I flipped that script. I made it clear; I was not just a vendor. If someone handed me an RFP, I had come back with questions. I would dissect that brief and plug in insights they had not considered. I positioned myself as a strategic asset and in doing so, I had clients put me on retainer. One even scheduled their promo meetings for the one day a week I was in their office, because they knew I brought more than catalogs and samples. I brought answers, expertise, and solutions.

And, when you are not in the room? That is when budgets get blown, timelines crumble, and solutions miss the mark. That is when you become the cleanup crew instead of the architect.

Sell Thinking, Not Things

If you are still leading with product, I hate to break it to you; you are a commodity. You can be replaced by a website, a search bar, or a lower price. But if you are leading with insight, strategy, and creativity? You become irreplaceable.

I ask this often in my keynotes: If someone told you they did not want any of your products but wanted to buy your brain, your thinking, your processes and expertise, “what would you charge per hour for your time? The room goes quiet. Some say $20.00 (really), some say $100. A few say $200+. But the point is, you are worth every penny and more. So why sell yourself short?

When you position yourself as a strategist, when you guide the conversation, ask better questions, and uncover the client’s true goals, you are no longer just a rep, you become a strategic partner. That changes the game.

Five Ways to Earn Your Seat at the Table

Here are five actionable ways to stop waiting and start earning your place in the room:

1. Know the Client Better Than They Know Themselves

Deep-dive research is non-negotiable. Do not just learn about the project — learn about the client, their industry, challenges, competitors, and customers. Show up with insight, not just questions. That is what builds credibility fast.

2. Lead with Ideas, Not Product

When a client asks, “Got any new ideas?” — they might mean a flashy pen. But imagine showing up with a campaign, something that speaks to their audience, solves a problem, or delivers a killer UX. That is the kind of thinking that shifts the conversation — and the relationship.

3. Show the Bigger Picture

Speak the language of ROI (Return on Investment) and ROO (Return on Objective). Help clients understand the true cost per lead, per engagement, per UX, or per result. Do not just talk features — talk impact.

4. Ask Elevated Questions

Move beyond “What do you need?” to “What are you trying to achieve?” Open-ended, strategic questions create dialogue, deepen trust, and uncover opportunities the client did not even know existed.

5. Build Internal Champions

Trust is earned, not given. Show up consistently. Deliver. Make life easier, remove the friction. Over time, allies within the company will fight to have you in the room. The more wins you stack, the more they will want you there.

The Hidden Gold: Influence Before the Budget is Set

Here is the kicker: when you are involved early — before the budget is locked in — you can shape the direction, avoid pitfalls, and influence outcomes. Wait too long, and you are stuck trying to fit into a box someone else built — often poorly.

Early access = stronger relationships, better margins, and greater long-term success.

Be So Valuable… They Cannot Imagine a Meeting Without You

At the end of the day, you are not just selling pens, polos, or packaging — you are selling perspective. Your creativity. Your strategy. Your ability to solve problems before they even surface.

So, I will leave you with this:

Are you waiting for the invite — or are you positioning yourself so powerfully that they cannot imagine having the meeting without you?

Until next month, continued good selling! CQ