After a decade in tech sales, the speaker argues that B2B deals require leading a structured process, not just persuasion. Multiple stakeholders—users, support teams, implementers—must align before purchase. Process leadership matters more than likability or tactics.
You know, one of the first things I learned when transitioning to tech sales 11 years ago is that complex business-to-business is very different than transactional sales. You know, no matter how convincing you are, how well-liked you are, how many closes you know, or even how many psychological tools you have at your disposal, you'll never see consistent success in tech sales without leading a process. And the reason is because there's multiple stakeholders and there's checks and balances within companies. So even if you're meeting with a CIO or any executive for that matter, they're not gonna purchase your product or service without first including the people who are gonna use it, support it, and implement it. Now selling is a lot more than qualifying prospects, pitching your product, and buying fancy dinners. It's about leading a deal through the whole sales process. Do you agree or disagree? Leave me a comment and let me know.
