The science of sales

Sales is a science, not an art form.

Charisma does matter. But it’s impact is way smaller than most think.

Treating sales like science - a methodical system with clear steps and components gets you much further.

Here’s such a framework that turns any founder into a sales machine:

Start with a structured process matrix:

1. Horizontal stages (i.e. your sales process): First meeting → Qualified opportunity → Demo → Proposal → Close (max 5)

2. Vertical criteria: Define very clearly / be super specific re what moves prospects between stages

Clear stages and criteria transform subjective assessments ("they liked it") into objective progress measures. And they allow for rigorous management - you can't hold people accountable for feelings, but you can for specific outcomes.

On top, thoroughness matters.

For example, if you skip over part of the demo, a reference call, or an ROI analysis, you might still close the deal. But more times than not, having gaps in your process will eventually cause problems.

A scientific approach to sales becomes even more critical when you transition from founder-led sales to a dedicated team.

Without documented structure, salespeople create individual processes, producing inconsistent results and making problems impossible to diagnose.

Critiques of too much structure argue that it kills creativity.

I’d argue the opposite - it channels it.

Structure creates space for talent to shine within a framework that drives predictable outcomes.

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Enjoyed reading this?

Then check out my conversation on the focal podcast with Greg Costigan, a former sales leader at Box, Zuora, Zenefits, LearnUp, Hone, and many more.

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