Influence as a Customer Success leader is more than just a skill—it’s essential. We often say that Customer Success is a team sport, where multiple departments need to work in sync to create meaningful outcomes for customers. But this collaboration doesn’t happen on its own. Someone needs to lead and rally everyone around a shared vision, and that’s where your influence comes in.
As CS leaders, it often falls unto us to act as the bridge between Sales, Product, Marketing and Support, ensuring these teams align to support the customer journey and, ultimately, drive revenue growth. Yet, without strong influence, securing the buy-in, resources and alignment you need can be challenging.
Building influence starts with how you communicate.
It’s about more than just presenting good ideas; it’s about presenting them persuasively so they resonate across the organization.
Here are practical strategies to help you communicate with authority, frame ideas effectively and gain support from leadership and cross-functional peers.
1. Start with Authority Phrases to Build Credibility
The words and phrases you use can immediately signal your confidence and expertise. When you present ideas, avoid hedging language like “I think” or “maybe” that can make you seem uncertain. Instead, use assertive language that reflects your confidence in your perspective.
Try This: Swap phrases like “I think we should consider” for “I recommend we move forward with…” or “In my experience, this approach has proven effective.” Authority phrases like “research shows,” “the data indicates,” or “my experience tells me” are powerful, as they frame your statements as evidence-backed and position you as a trusted expert. Small changes like replacing “I think” or “maybe” with more assertive phrases such as “I recommend” or “I believe” convey that you’ve thought through your ideas and stand behind them.
2. Frame Your Idea as a Solution to Their Goals
If you want buy-in, tie your proposal directly to the goals and priorities of the people you’re speaking to. Instead of simply presenting an idea, explain how it helps them achieve their objectives. This makes it clear that your idea isn’t just beneficial for you or your team—it’s relevant to the larger mission.
Try This: Before pitching an idea, ask yourself, “What’s the main goal or pain point of the person or team I’m speaking to?” For example, if you’re talking to Product, you might say, “This feature will improve customer adoption, which aligns with our shared goal of increasing product usage.” This framing shows you’ve done your homework and positions your idea as a strategic win.
3. Lead with the “Why” Behind Your Idea
People are more inclined to support an idea when they understand the reasoning behind it. Start with the “why”—whether it’s to solve a problem, capitalize on an opportunity, or support a company objective. This approach shows your audience that you’re thinking critically and not just offering ideas for the sake of it.
Try This: Instead of saying, “We need more resources in Customer Success,” lead with the purpose. “To support our growth goals and reduce churn, adding resources to Customer Success will allow us to be proactive rather than reactive.” By starting with the “why,” you create a strong foundation for the “what” and “how.”
4. Use Data to Strengthen Your Case, But Tell a Story to Make It Stick
Data adds credibility, but storytelling gives it impact. Combining both creates a powerful case for your ideas. Use data to validate your point, then add a story to illustrate the real-world implications. This combination is memorable and makes it easier for others to understand why your proposal matters.
Try This: Pair stats with stories. For example, “Our customer retention dropped by 8% last quarter, and I spoke to one customer who said, ‘We’re considering another solution because we’re not fully utilizing the product.’ This data point, paired with their feedback, shows a clear need for proactive customer support.” This approach humanizes the numbers and emphasizes the urgency of your proposal.
5. Make It About “We,” Not Just “Me”
Influence isn’t just about making your voice heard—it’s about bringing people along with you. When you use inclusive language, others feel like part of the solution and are more likely to support you.
Try This: Replace “I” with “we” or “our team” to encourage ownership. For example, instead of saying, “I want to implement this process,” say, “Here’s how we can improve our process to get better results.” Inclusive language reinforces that you’re all working toward the same goal and encourages collaboration.
6. Present Your Idea in Steps to Make It Actionable
A large, abstract idea can feel overwhelming and vague, which can reduce buy-in. Instead, break your idea down into specific, actionable steps. This approach makes your proposal feel tangible and realistic, making it easier for others to envision implementation.
Try This: Outline a three-step action plan, such as “If we start with a pilot project, we can test the waters. Then, based on initial results, we can roll out to more customers, with a final phase for optimization.” By presenting your idea as an achievable, phased plan, you reduce resistance and make it easier for others to get on board.
7. Ask for Feedback Strategically
If you’re trying to influence others, asking for feedback can actually strengthen your position. When you invite input, people feel valued and included, and it gives you insight into how they perceive your idea. Use feedback to build a stronger case or refine your message.
Try This: After presenting your idea, ask, “What would make this approach more useful to you?” or “Are there any concerns you have about implementing this?” By doing this, you’re not only showing openness to feedback but also identifying any potential roadblocks early.
8. Anticipate and Address Questions or Concerns
Anticipating and addressing potential questions or objections shows that you’re prepared and that you’ve thought through the proposal from multiple angles. This not only builds your credibility but also reduces pushback.
Try This: Before presenting, make a list of questions or concerns others may have. For example, if you’re proposing a new tool, consider questions on cost, integration, and learning curve. Address these proactively by saying, “I know some might be concerned about the initial cost, but I’ve outlined how this tool can drive ROI within the first quarter.” This approach demonstrates thorough preparation and confidence in your idea.
9. End with a Clear, Confident Ask
It’s easy for ideas to get lost if there’s no clear call to action. End every pitch or proposal with a specific ask. Whether it’s a decision, feedback, or further discussion, be clear on what you need to move forward. A confident ask underscores your commitment and keeps the momentum going.
Try This: Wrap up with something like, “I’d love your support to move forward with this, starting with a pilot next month. Are we aligned on this?” This direct, specific ask is clear and drives next steps, so everyone knows exactly how to proceed.
10. Follow Up with Impact Updates
Your influence doesn’t end after your idea is approved. Regularly updating people on the progress and impact of your initiative builds your credibility and reinforces the value of your contributions. When people see that your suggestions lead to tangible results, they’re more likely to support you in the future.
Try This: After a few weeks, send a brief email update or share progress in a meeting. For instance, “Since we implemented this new approach, our customer engagement has increased by 20%.” This reinforces the value of your ideas and demonstrates that you’re accountable for the results.
Mastering Influence Through Clear, Confident Communication
In Customer Success, your CS skills and experience are invaluable, but it’s your ability to communicate with authority and persuade others that will amplify your impact. By focusing on clarity, authority language, data storytelling and confident asks, you’ll make your voice heard and build lasting influence across teams and leadership.
Start with these tips and watch your impact and influence grow.