Sales should feel like a dance, not a wrestling match.
But if you find yourself constantly saying, “Just checking in,” “Just following up,” or “I wanted to bump this back to the top of your inbox,” it may be time to ask yourself an important question:
Who is really in control of the sales process?
Many salespeople believe they are in control because they are moving prospects through their sales process. But once you’re stuck chasing emails, leaving voicemails, and waiting for a buyer to make a decision, the dynamic has changed.
The buyer is now leading the dance.
The Problem With the Traditional Sales Process
A traditional sales approach often looks something like this:
Qualify → Present → Propose → Close → Handle Objections → Follow Up
The problem is that salespeople can move into presentation and proposal mode too quickly. Instead of spending enough time understanding the prospect’s needs, pain points, goals, and decision-making process, they start talking about features, benefits, and why their product or service is the best solution.
Then comes the dreaded stall:
“I need to think about it.”
“I need to talk to my partner.”
“Let me get back to you.”
And suddenly, you’re in follow-up mode.
Stay in Control Without Controlling the Buyer
Effective selling isn’t about controlling the prospect. It’s about controlling the sales process.
That means asking better sales questions, understanding buyer behavior, uncovering real pain, establishing clear expectations, and creating mutual agreements about what happens next.
When both the salesperson and the buyer understand the next step, you’re much less likely to end up chasing the deal.
The goal is to create a sales conversation where both sides are engaged, expectations are clear, and the prospect is making informed decisions throughout the process.
That can lead to better qualification, stronger sales conversations, improved sales performance, and ultimately more closed business.
So the next time you find yourself sending another “just checking in” email, stop and ask:
Am I actually leading the sales process, or am I chasing the buyer?
About Scott Bliss
Scott Bliss, Sandler Jersey Shore, works with sales professionals, business owners, and leaders to improve their sales process, strengthen prospecting and communication skills, and build a more consistent approach to sales performance and closing deals.
