Ep. 241: Truth #4: To Sell More, Focus on the Buyers Process, Not Your Commission

Episode notes

Many sellers believe the key to winning more deals is learning how to close better. But the real problem is not closing. It is failing to advance the opportunity. In this episode of Sales with ASLAN , Tom Stanfill and Tab Norris unpack one of the most practical truths from ASLAN’s 30 Truths for 30 Years series: To sell more, focus on the buyer process, not your commission. When sellers focus on their own outcome, they often push for premature decisions, rely on generic follow-up, and allow deals to stall. But when they focus on helping the buyer move through their decision process, opportunities advance more naturally, and trust grows. Tom and Tab discuss why many deals stall, how to secure meaningful next steps without sounding pushy, and how great sellers lead the buying process in ways that serve the customer.