The loudest man in the room is the weakest

The buyer is the loudest

If the buyer is the loudest man, you have to wonder why he is so loud as only you (salesman) and him are in one room.
There is no reason to impress, impose or to convince you as you just try to sell to him.
The purchaser must have other problems, which could be for even reasons not related to your offering. Or he is under pressure to buy from you.
He is definitely the weakest in the room.

The influencer is the loudest

Apparently the influencer or adviser tries to impress his manager during the meeting. He will have good reasons for doing so:
- He is unprepared
- He previously gave the wrong advice
- He prefers a different vendor
- He needs to score with his manager
- He is insecure
- He needs constant attention

Influencers and advisers don’t need to raise their voice as they should be knowledgeable and their information valuable making every one listen to them.

The CxO is the loudest

Apparently the CxO is used to speak out loud. His employees have gotten used to listen to him. This might hide the real issues and problems the company is confronted with as only his view is projected.
As a salesman you need to find out about and solve the real problems without upsetting the CxO. So your solution might have to solve 2 problems at the same time.

The salesman is the loudest

If you as the salesman are the loudest then it is likely your sales pitch hasn’t impressed and your sales deal is probably ending at this very moment.
The only way to solve this situation is to start asking open questions and hope for getting better insight in the problems and propose a new solution or to explain your solution in relation to their real problem.

The quietest in the room is probably the strongest as he will only speak out about matters that really matter to the business.