Don’t Fight the Customer’s Buying Process

When we start selling, we often find a blog post, a book, a CRM tool, etc that gives us a “sales process”. Then we implement the process. As engineers, this feels good. There’s a system with defined inputs, activities, and outputs. We get excited and start (gasp!) making phone calls. However, something feels off.

We’re fighting with the customer’s buying process. So we’re working very hard with little to who for it. Because we have defined success exclusively in our own terms– moving prospects through the stages in our funnel– we have a hard time with prospects who don’t move through the funnel as quickly as we would like.

Yet, when we buy something, we hate pushy sales people who are more focused on closing the deal than helping us.

It is important to have a sales process (and we’ll get into that in later posts), but your sales process can’t (shouldn’t) fight the prospect’s buying process.

Mike Wilner, co-founder of, has a great post called “How Our Customers Taught Us How to Sell“.

We did this by waving goodbye to the “always be closing” mentality and stepping outside of the vacuum where our first sales process was created. Instead, we let our customers teach us how to sell to them and designed a new sales process to reflect that.

Check it out, and think about how your customers want to buy. Then design your sales process to support your goals and theirs.

Published by

Reuben Swartz

Host and Chief Nerd.