Thomas Cheriyan on why sales reps struggle when buyers can't actually make the purchase decision. Most companies teach reps a sales process that doesn't match how customers actually buy, leaving them unprepared for gatekeepers and budget holders who aren't the same person.
It's kind of hard because, like, when you're, first of all, as a rep in any company, like, you're taught, hey, this is our sales process. These are the sales stages. You have to do step one, step two, step three, and you feel like you're stuck in this box, and you have to do these things in a consecutive way. And that's how the magic happens. That's how you get the deal done. And I think the frustrating part, and I see it with hundreds of vendors that are trying to solicit to me and my team, they're not selling to me the way that I want to buy. And I think that's the disconnect. Right? I respect your process and how you need to do what you need to do. But as a buyer, I also have a process and how I buy. I'm not the only buyer. And actually, the reality is I'm not a buyer. I just said it. I don't have a budget, or I do, but I'm not the one signing the order form or the contracts, right?
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