Signs of reactive sales
- New customers come mainly through referrals.
- Growth depends on a few big customers.
- Salespeople handle requests for quotes but don't look for new customers.
- Nobody knows what's in the pipeline next month.
The three building blocks
Target customers: who brings the best margin and growth? Sales process: the stages from first contact to contract and what happens in each. Sales management: weekly follow-up and an active grip on results.
Getting salespeople on board
Many salespeople are used to serving, not opening new accounts. Tie training to your own target customers and real situations. When the first deals close, the new way starts to feel natural.
Sales and marketing together
Agree on the same target customers and on when an interested customer moves to sales. Read The B2B marketing plan or see Building an AI Sales Process.
FAQ
How long does launching active selling take?
Target customers and the process can be in place in a few months, but embedding the new way usually takes about six months.
Do we need new salespeople?
Not necessarily. Current salespeople can often sell actively once targets and process are clear.