In B2B sales, few things feel as productive as sending a well-crafted quote. It creates a sense of movement. The customer asked for something, and you delivered. But often, this is exactly where deals start to stall. The customer goes silent. The sales rep keeps following up – without clarity on what’s really going on.
The core problem? Reactivity. Many salespeople treat formal buyer processes – like RFQs – as a predefined roadmap. They execute what’s requested, assuming this will naturally lead to a decision. But in reality, these steps only describe how to interact – not why, when, or whether a deal will close.
The Passive Trap
When a customer says, “Just send me an offer,” it feels like progress. But more often than not:
- The customer hasn’t fully clarified their internal decision path.
- The rep doesn’t know who else needs to approve the purchase.
- The quote becomes one of many – sitting in someone’s inbox.
This passive approach locks reps into a cycle of hoping and chasing, instead of guiding the opportunity forward.
Two Outcomes, One Goal
To break the cycle, high-performing sales teams apply a simple but powerful rule:
Every opportunity should move toward either a win – or be clearly marked as lost.
This reframes the rep’s role:
- From following a process → to managing progress
- From “responding to needs” → to clarifying intent
- From pipeline volume → to pipeline quality
It’s not about pushing harder. It’s about deciding faster – based on insight, not assumption.
What Proactivity Looks Like
Proactive reps aim to understand the full buying context:
- Who are the real decision-makers and influencers?
- What internal goals or risks shape this purchase?
- What alternatives (including doing nothing) are being considered?
They don’t just submit quotes. They set meeting goals, ask targeted questions, and guide the customer through uncertainty.
Why It Pays Off
When reps lead the process:
- Sales cycles shorten
- Forecasts become more accurate
- The customer perceives more value
- Internal alignment improves
Because the rep stops being a supplier – and starts being a strategic partner.
Conclusion
Proactivity in sales isn’t about pressure – it’s about precision. When your team takes ownership of how opportunities move through the funnel, quotes become outcomes, not obstacles.
Are your quotes turning into deals – or disappearing into inboxes?
If you’re also facing stalled opportunities, unclear decision paths, or low win rates after quoting, our solution Cascada can help. It enables your team to proactively manage opportunities, analyze buying centers, and shorten sales cycleswith clear customer commitments.
