The Sales Process: Don’t Convince — Select
Sales isn’t broken.
The mental model people use for sales is.
Most people think sales is about convincing—persuading someone to do something they’re hesitant to do. That’s why sales carries so much stigma. Nobody wants to feel pushed. Nobody wants their agency taken away.
But here’s the truth:
People don’t like to be sold.
They love to choose.
Once you understand that, the sales process changes completely.
Sales is not about convincing.
Sales is about selection.
Why “Convincing” Fails in the Real World
Convincing assumes three things that simply aren’t true:
- Every lead is equal
- Every prospect deserves the same effort
- With enough pressure, anyone can become a customer
Reality works differently.
If you’ve been in business for any length of time, you already know this:
Not every prospect is a profitable client.
Treating everyone the same isn’t fair — it’s inefficient.
And worse, it violates one of the most fundamental laws of business and nature.
The 80/20 Law Governs Sales
Most people think revenue distributes evenly across customers.
It doesn’t.
In reality:
- Roughly 20% of customers produce 80% of revenue
- The remaining 80% consume time, energy, and margin
This pattern shows up everywhere — economics, physics, biology, behavior. It’s a first principle, like gravity. You can ignore it, but it will still govern outcomes.
Yet most sales processes are designed as if:
“Every lead deserves the same attention.”
That mistake alone destroys leverage.
Sales Is a Filtering System
Once you accept 80/20 as reality, sales stops being about persuasion and starts being about triage.
Sales should work like an emergency room.
- A paper cut waits.
- A bleeding neck goes straight to the doctor.
Same building. Same staff. Completely different response.
Your sales process should identify urgency and value quickly, then allocate your time accordingly.
The Three Questions That Filter Everything
Before you invest real time, you must uncover three things.
1. Pain — Why Are They Acting Now?
People act for two reasons:
- To gain a reward
- To remove pain
Pain is usually stronger.
It may not be physical. It can be:
- Stress
- Fear
- Loss of status
- Time pressure
- Embarrassment
- Financial risk
A simple question reveals everything:
“What made you reach out today?”
No pain means no urgency.
No urgency means no decision.
2. Budget — Can This Actually Happen?
Budget isn’t about money alone.
It’s about precedent.
Have they paid to solve this type of problem before?
Do they understand that solutions cost something?
If someone has never invested in solving a problem, selling them on why they should is usually wasted effort.
3. Authority — Can They Decide?
You’re not disqualifying people.
You’re prioritizing.
If they can’t make the decision, they belong in a different lane—not at the front of your process.
One-Size-Fits-All Sales Is the Real Enemy
Most businesses love rigid processes:
- Same pitch
- Same offer
- Same estimate
- Same follow-up
That feels efficient — but it ignores human reality.
Different people want different outcomes.
Some want the cheapest fix.
Some want a solid middle ground.
Some want premium, hands-off, zero-stress solutions.
If you offer only one option, you force everyone into the same box — and you lose value.
Always Offer Multiple Options
Never give just one option.
Give two or three.
Why this works:
- People don’t want to decide whether to buy
- They want to decide how to buy
Options shift the decision from yes vs no to which one.
Most choose the middle.
Some choose the top.
That’s not manipulation — that’s alignment.
That’s 80/20 applied correctly.
Why Emailing Estimates Kills Deals
Emailing estimates removes friction — and friction is what creates commitment.
It also turns your expertise into a commodity.
Once numbers are detached from context:
- People compare price instead of value
- Apples get compared to apples
- The cheapest option wins — and those clients are rarely the best ones
Value must be experienced, not emailed.
Sales Is About Clarity, Not Pressure
People don’t want more information.
They want:
- Confidence
- Trust
- Reduced risk
- Clear next steps
The best sales conversations feel calm, structured, and obvious — not urgent or forceful.
You’re not closing people.
You’re helping the right people recognize that a decision already makes sense.
The Most Ignored Asset in Business
Your customer list is not a byproduct.
It’s the asset.
Most businesses chase the next sale instead of deepening the last relationship.
But real leverage comes from:
- Follow-up
- Education
- Recommendations
- Packaging expertise as guidance
That’s why people pay more for convenience, clarity, and trust — not just products.
Sales works the same way.
The Real Purpose of Sales
Sales isn’t about convincing anyone.
It’s about:
- Filtering intelligently
- Prioritizing correctly
- Helping the right people act faster
When sales is done well, it doesn’t feel like selling.
It feels like selection.
FAQs
Is persuasion still part of sales?
Persuasion reduces resistance. Selection reduces waste. Great sales focus on alignment, not pressure.
What if I don’t have many leads?
Filtering early saves time even when volume is low. Scarcity makes prioritization more important, not less.
Should I disqualify people quickly?
Yes — respectfully. Time is your most valuable resource.
Why do multiple options work so well?
They preserve agency and reduce decision fatigue.
If you want help redesigning your sales process to attract more and better clients, reach out.
Email [email protected].
This essay connects directly to execution, prioritization, and leverage. For related thinking, explore the Execution hub:
https://gabebautista.com/essays/execution/
