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Screw the Sales Process. Study the Buying Process

We spend way too much time in our companies designing, measuring, and enabling, the Sales Process.

Every time you hear those words (Sales Process), I want you to ask a question: Wouldn't it be more useful if we talked about the Buying Process?

Does this difference - between Sales process and Buying process - sound like hair splitting?

It's not. You can make up a Sales Process. You have to talk to actual buyers to map the Buying Process. When you do that, everything will change.

- Alan

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