The Problem of Pressure

Software sales can be described as a pressure cooker. Wall Street and private equity firms put pressure on the company CEO, who in turn puts pressure on the CRO. The CRO then pressures the sales team, which forces them to pressure customers.

Pressure is often applied in order to accelerate revenue, but this approach can lead to dysfunction. Ultimately, pressure will not improve earnings and nobody will win. In fact, pressure actually does more harm than good, because customers have no interest in being pushed to buy.

Sellers who try manipulating buyers may believe themselves to be cunning or subtle, but buyers tend to sense this manipulation and resent it. Even worse, applying heavy pressure hints at desperation and is more likely to push buyers away than accelerate a deal. Like familiarity, desperation breeds contempt.

Some people benefit from pressure

If pressure helps you, and you find it motivational, feel free to apply it at the beginning of the quarter when you’re prospecting. But let’s be clear: you are setting your own goals and the pressure is for your performance alone. You should never, ever try to pressure your customers into a sale.

Looking for more tips to be a better salesperson? Take advantage of my sales playbook.