Effort Alone Doesn’t Close Deals: Why Customer Commitment Is Your Real Indicator
In B2B sales, it’s easy to confuse effort with progress.
You spend hours preparing opportunities, refining presentations, answering technical questions – and it feels like momentum.
But here’s the trap: Effort ≠ Opportunity Movement.
Without clear customer commitment, you’re not moving forward – you’re just staying busy.
Sales Is a Two-Way Street
Yes, your job is to bring energy, expertise, and structure. But the customer has a job, too: to engage, align, and move.
Ask yourself:
- Has the customer agreed to a next step?
- Are they introducing internal stakeholders?
- Are they willing to block time for follow-ups?
- Have they defined their timeline or decision process?
If the answer is consistently no, it’s not a promising opportunity. It’s a distraction.
Define Minimum vs. Best Commitment
At scope & solve, we often coach teams to work with two commitment levels:
- Best Commitment: The ideal action you’d like the customer to take – e.g. test order, workshop date, site visit with decision-maker.
- Minimum Commitment: The smallest action that still qualifies the opportunity – e.g. agreed timeline, stakeholder mapping, budget indication.
If neither is present, stop polishing the offer. Step back and requalify the opportunity.
Don’t Confuse Internal Complexity with Customer Progress
A common mistake: investing heavily in internal coordination for low-potential deals.
If you’re chasing engineering input, revising specs, or running calculations without customer pull – that’s risk.
Make sure the customer has made a move before your team burns resources.
Use Commitment to Prioritize the Funnel
In pipeline reviews, it’s tempting to focus on size. But size without motion is just wishful thinking.
Better questions:
- Which potential customers have shown commitment in the last 7 days?
- Which customers are matching our pace?
- Where are we pushing more than they are ?
- Where are we going in circles – due to missing customer information or lack of transparency on their side?
That’s how you separate potential from distraction.
Bottom line
Sales success isn’t just about doing more. It’s about doing more with the right people. Use commitment as your compass – and let it guide where you invest next.
