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Improve Performance, Provoke Thought, Think Critically.

You are constantly striving to improve.  You are looking for practical tips you can apply to your daily work that will impact your performance.  You are looking for advice from professionals who do the work. You want to engage with professionals who have been in your shoes.

Be the Founder that can clearly articulate the problem your company solves.

Be the Sales Professional that your customers want to work with.

Be the Learning Professional who can deliver your solution in the context of the business.

The Find My Catalyst Podcast is published weekly.  We take listener questions at @catalystsale on twitter or via email.

Topics discussed - Revenue Operations, Customer Success, Goal Setting & Execution, Mindset, Performance, B2B Sales, Sales Training, Product Market Fit, Growth, Hiring, Recruitment, Sales Process, Business Acumen, Startups, Leadership.

Mar 5, 2019


Sales Process - Do You Need One?

Continuing our series on common listener questions, this week we discuss Sales Process, why it is important to have one, common mistakes made when defining sales process, and why the Sales Process is different from the Customer Decision Making Process.

Thank you for sharing the Catalyst Sale Podcast with a colleague.  Please let us know how you apply the concepts discussed in this episode, via twitterfacebook or LinkedIn.

Questions Addressed

  • What are some misconceptions when discussing Sales Process?

  • How does Buyer Journey differ from Sales Process?
  • Do most organizations have a defined process?

  • What are some common mistakes in documenting a Sales Process?

Key Takeaways

  • The Catalyst Sale Process (Links to previous episodes)
    • Validation – do I see the potential for a business relationship between both organizations?
    • Qualification – This is where we build out the customer story
    • Fit – Based on what we know about the customer, can we solve their problem?
    • Feasibility – Can the customer implement?
    • Proposal – The solution in the context of the customer, costs, timeline, etc.
    • Closed Won – Contract is executed.
    • Confirmation – Did we do what we said we were going to do?
  • Distinguish between buyer journey (decision-making process) and sales process.
    Buyer Journey
  • Be aware of your biases and the lens you use to evaluate the problem/process/solution.
  • You can improve predictably with an established and well-defined process.
  • A defined process will help with organization alignment
  • Common Mistake - we applying our process to the customer.  Don't do this.
  • The Sales Process, from a Catalyst Sale perspective, is a tool to help with communication and create predictability in forecast.  It is an internal tool
  • B2B (Buying on behalf of others) vs B2C (Buying for our self) - The decision-making journey may be the same, the influence is different.
  • Be the guide, remember that the customer is the hero
  • Liz - Selling Without Selling Your Soul
  • The customer decision-making process is usually a linear path.
  • Demo is not a stage in the sales process
  • Recommendations
    • Design backward
    • Identify patterns
    • Don't skip steps
  • If you are delivering multiple proposals, you are likely skipping steps
  • Don't remove or skip steps - you will increase risk.
  • Don't over complicate the sales process, customer decision-making process, or expected/anticipated sales rep behavior.

Call To Action

  • How do you distinguish between Sales Process & Customer Decision Making Process?
  • Send Listener Questions to us at 

Show Links

Thank You 

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Catalyst Sale Service Offerings

Growth Acceleration - Plateau Breakthrough

Product Market Fit


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Catalyst Sale

In every business, in every opportunity, there is someone who can help you navigate the internal challenges and close the deal.  There is a Catalyst.  We integrate process (Catalyst Sale Process), technology and people, with the purpose of accelerating revenue. Our thoughtful approach minimizes false starts that are common in emerging markets and high-growth environments. We continue to evolve our practice based on customer needs and emerging technology. We care about a thinking process that enables results versus a process that tells people what to do. 

Sales is a Thinking Process.