Getting Buy-in for the Buying Process with Patrick Ball

In this short segment of the Revenue Builders Podcast, we revisit the discussion with Patrick Ball, CRO of Crux Informatics, to explore the power of a well-defined sales process. Patrick shares how aligning with the buyer’s journey improves win rates, eliminates wasted efforts, and sets the foundation for a strong business case. He also discusses key red flags to look for, the role of stakeholder engagement, and how to structure a sales motion that drives real value. If you're in B2B sales, you won't want to miss this deep dive into sales execution.

KEY TAKEAWAYS

[00:01:37] 53% of buyers select a vendor based on the buying process, making structured engagement essential.
[00:02:05] How a clearly defined sales process builds trust and credibility with prospects.
[00:02:53] The importance of “go/no-go” checkpoints to prevent wasted time and stalled deals.
[00:04:15] Red flags that indicate you’re dealing with the wrong person in the buying process.
[00:05:09] Why business value assessments (BVA) are critical to securing executive buy-in.
[00:06:10] Understanding the complexity of selling a managed service vs. traditional SaaS.

QUOTES

[00:01:37] “53% of buyers choose a vendor based on the buying process. So why wouldn’t we want to control that in the best possible way?”
[00:02:53] “A well-structured sales process keeps both the vendor and the prospect in lockstep, ensuring we’re not wasting time on deals that won’t close.”
[00:04:15] “If a prospect resists engaging in a business value assessment, it’s often a sign you’re talking to the wrong person.”
[00:05:40] “Sales isn’t just about a single point of contact—it’s about engaging all the necessary stakeholders to drive a deal forward.”

Listen to the full conversation through the link below.
https://revenue-builders.simplecast.com/episodes/complex-sales-critical-stages-in-a-customers-buying-process

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