Maximizing the Probabilities of Agreement

I was going through some old papers last night and came upon an article I saved from the August 2005 issue of Business 2.0 magazine. Titled "This is Your Brain on Advertising," it offered a three-step process for "deliver[ing] the right sensory elements, at just the right time, to maximize the impact" of what you have to say:

1. Establish the Mood


2. Build the Tension


3. Deliver the Message

Yet while these three steps (in this particular order) have worked very well in B-to-C (Businesses selling to Consumers) communiques, don't automatically assume that they're the solution for B-to-B-type communications - like when you're trying to sell your boss or coworkers or customers on a new idea or creative solution.

My suspicion ... the steps to take, and order to take them in, are decidedly different for such B-to-B interactions.

If so, how?