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More Sales Process

2 min readFebruary 8, 2021

A sales process does not win deals.

A seller does.

It’s not your sales process that connects with a potential buyer.

It’s not your sales technology that activates the interest of a prospect.

Your sales process isn’t the one building trust and credibility with the buyer.

Your sales tech doesn’t inspire the prospect to take action.

You do.

We’ve all experienced that the difference between winning and losing in sales is a razor thin margin.

It seems to be more true than ever these days when the actual, and perceived, differences between products are small.

Imagine for a moment that you’re in a tight competitive sales situation, fighting tooth and nail against your biggest competitor. 

When you analyze what your sales strategy should be to win this crucial opportunity, I doubt that you have ever thought “what this deal needs is more sales process. (Or more sales tech.)” 

(Like the SNL skit about Blue Oyster Cult recording Don’t Fear the Reaper. “I gotta have more cowbell!”)

Don’t get me wrong. It’s important to organize your selling around a process.

However, your process is never going to be the hero of the day.

That’s your job.

Connecting with a buyer? There’s an art to do how you do that.

Engaging the interest of the buyer? There’s craft behind how you ask questions.

Build trust? Well, your process sure isn’t doing that. You are.

The craft of selling is a combination of art, technique, skills and science. 

Most sellers aren’t working on their craft the way they should.

And they’ll lose out to these who are.

Which side do you want to be on?

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