Help your customers buy Part 1


Elite sales professionals and their sales teams do everything they can to control all aspects of the sales cycle.


But you still need to realize that customers will buy on their timeline, not yours. Because in the typical buying process, the customer is in control; they dictate the steps, and they define the “rules of engagement.” 


In this customer-driven process, candidates who choose to bid on an opportunity are often forced to comply with a rigorous set of rules that include limiting the level of communication with the customer. In these cases, customers may have done some research on the available alternatives, and they generally know what they want. The steps they need to receive proposals, evaluate, select, and then negotiate with their chosen candidate. 


Sometimes salespeople, in an attempt to speed the process, are tempted to throw in a special discount that is effective until a month-end or quarter-end date—but that’s an artificial deadline imposed by the sales team. If the customer is not ready to buy, the deal will not advance to a purchase. Every customer knows that the “special discount” is a desperate tactic, and most will ask for the same discount (after your fake deadline expires) as it fits their real schedule. 


This type of buying process does not help you as a sales professional. You will be captive to a process you did not choose but must follow in order to compete. If you’re unable to influence the steps and the level of customer engagement, your chance of winning is significantly reduced. 


All other things being equal, if you are hearing about an opportunity after the process and the requirements have already been established, you are probably being set up by your competitor.

I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at