How to Sell More: Tools and Techniques from Harvard Business Review

Sales Reps Should Avoid Customers Who Are Ready to Buy

By Brent Adamson, Matthew Dixon, and Nicholas Toman

Brent Adamson is a managing director, Matthew Dixon is an executive director, and Nicholas Toman is a research director at Corporate Executive Board.

The phone rings at your desk—it’s a big potential customer and they want you to come in and make a presentation. They have budget approval and consensus, up to the highest levels of the organization, to move forward on a major purchase. Their specs line up perfectly with what your company can deliver. And, you’re on the customer’s shortlist—they’ve narrowed it down to you and two of your biggest competitors.

Sounds great, right? The customer’s put the ball on the tee and ...