Sales Methodologies: Think Beyond “Always Be Closing”

Benefits of using the right sales methodology

When you start using the right sales methodology, 3 big changes happen in your business. Your sales process gets smoother, you close more deals, and your customers stay longer. Let’s break down why.

Streamline the sales process

When you’re following a proven sales methodology, you’re not making it up as you go along. You know what to do at each stage of the sale, meaning shorter sales cycles and fewer deals that go nowhere. Every conversation has a purpose and helps you make real progress with buyers. 

Boost close rates

A good sales methodology helps you spot serious buyers early, handle objections effectively, and guide prospects toward a decision. Instead of hoping for the best, you have a reliable way to move deals forward. The result is more signatures on the dotted line and fewer prospects ghosting you at the finish line.

Improve customer loyalty

The best sales methodologies go beyond closing deals and help you start strong customer relationships. With the right sales methodology, you build trust by understanding prospects’ needs and helping them make good decisions. In this way, prospects become happy customers, stick around longer, buy more, and send new business your way.

Popular sales methodologies to consider

Ready to take your sales game to the next level? Let’s explore the sales methodologies that can help you close more deals, boost your revenue, and build stronger customer relationships.

BANT

BANT helps you tell if a potential customer is serious about buying. IBM created BANT in the 1950s, and it is still a go-to framework for qualifying leads.

BANT boils down to 4 key questions:  

• Budget: Does the buyer have enough money to invest?  
• Authority: Are you talking to the actual decision-maker?
• Need: Does your product solve a real problem for them?  
• Timeline: When do they plan to make a purchase?  

In the past, Sales teams used BANT as a strict checklist—no budget or decision-maker up front meant no deal. But today, buying decisions involve more people, and budgets can shift. Now, Sales teams use BANT more flexibly, knowing that some details fall into place during the sales process.

Consider using the BANT sales methodology if you sell high-ticket products with long sales cycles or have a small Sales team. It helps qualify leads early, so your sales efforts go toward buyers more likely to purchase.   

CHAMP

CHAMP puts a new spin on BANT. Instead of jumping straight into budget questions, it starts by focusing on what matters—the customers’ challenges.  

You work through this framework in the following order:

• Challenges: What problems does the customer face?
• Authority: Who has the power to make decisions?
• Money: What’s the budget for solving this problem?
• Prioritization: How urgent is this challenge for the customer?

By focusing on the problem first, CHAMP helps Sales teams show the value of their product before talking about price. It allows customers to see why solving their problems matters and why waiting might cost them more in the long run.

CHAMP works best when solving problems that worsen over time, like security risks or operational inefficiencies. With this framework, you can build urgency and handle objections early on, helping the deal move forward quickly.

MEDDIC

MEDDIC is another sales methodology that helps you focus on the right leads. Instead of wasting time on prospects who won’t buy, it enables you to figure out who’s most likely to say “Yes” by looking at these  key factors:   

• Metrics: What results does the buyer want?
• Economic buyer: Who makes the final decision?
• Decision criteria: What are they using to compare options?
• Decision process: How do they decide, and who’s involved?
• Identify pain: What problem do they need to fix?
• Champion: Is there someone inside the company pushing for your solution?

In the 1990s, John McMahon and his team at Parametric Technology Corporation came up with the idea to look at these factors. They wanted a clearer sales process to understand what it takes to close a deal. It worked so well that enterprise Sales teams everywhere quickly adopted it.   

Compared to BANT, MEDDIC gives you a deeper look at the buying process. Use it when selling high-value products that require approval from multiple people and a clear reason for purchase.

Proof of concept sales

Proof of concept (PoC) sales is about showing your product’s value. Instead of asking a customer to take your word for it, you let them test-drive your product or service. The goal is to show them how your solution solves their problem in a real-world environment.

The PoC sales methodology goes beyond a basic demo or free trial. You stay involved throughout the process, gathering feedback and ensuring the customer sees real value. By the end, you’ll hopefully prove your solution does what you say it will.

The PoC sales methodology works best when customers need a guided tour of your product to fully appreciate its value. It’s also especially helpful when dealing with cautious buyers who want to see results before they sign.

Consultative selling

Consultative selling turns salespeople into trusted advisors. With this sales methodology, you focus on how the product helps the customer rather than listing features. This method makes people feel understood and supported, not pressured into buying.

Consultative selling is best for complex or high-value sales, where customers need help understanding what solution fits them best. It’s highly effective for industries where trust and expertise matter just as much as the product itself, like healthcare or financial services.

Inbound selling

Most buyers do a lot of research before ever talking to a sales representative. The inbound selling methodology matches this reality by focusing on prospects who actively search for solutions like yours. It’s all about getting them to come to you.

You’re not just sitting around waiting, though. Your Marketing and Sales teams work together to guide potential customers toward your solution through blogs, social media posts, and other types of content. The idea is to build trust and show people the value of what you offer. This way, they’ll naturally think of you when they’re ready to buy.

Consider using the inbound sales methodology if you have helpful content to share and customers who like to research before buying. It works especially well for B2B companies where buyers want to learn about solutions on their own terms before talking to Sales.

Signal-based selling

Signal-based selling helps salespeople find people who are ready to buy. Instead of guessing, you look for telltale buying signals, such as:

• Funding rounds
• Product launches
• Leadership changes
• Mergers and acquisitions
• New job listings

These signals are like flags that tell you a potential customer might be interested in what you’re selling. When something changes in their business, like securing funding, it could mean they’re open to exploring new tools or services.

Choose this sales methodology if timing makes a big difference in your sales process. It works best when certain events make customers more likely to buy so you can reach out at the right moment. 

Command of the Sale

Command of the Sale helps Sales teams stay in control of big, complicated deals. Instead of letting deals slow down or get stuck, this sales methodology gives you a clear structure that matches how customers make buying decisions.

This sales methodology helps organize everyone involved, from sales reps to technical teams. You use consistent language, clear roles, and the MEDDIC qualification framework to keep deals moving forward.

Consider using Command of the Sale when you have a large Sales team that needs to work consistently and collaboratively. It’s also great for companies that want to improve how they qualify and win late-stage deals.

Sandler Selling System

The Sandler Selling System flips the traditional sales script. Instead of just pushing products, it’s all about building a strong and balanced relationship with the customer. David Sandler created this sales methodology in 1967 to replace pushy sales tactics. He believed buyers and sellers should work together to find the best solution.

The system breaks down sales into clear steps that both sides must agree on before moving forward. Sales reps focus more on understanding customer needs instead of quickly trying to make a sale. They’re even encouraged to walk away from deals that aren’t the right fit.

The Sandler sales methodology is the way to go if you want to establish long-term partnerships with your customers. It’s perfect for building lasting trust in your brand and ensuring everyone’s happy with the deal.

Value-based selling

Value-based selling helps customers see the real benefits of your product. Rather than just saying it’s great, you give them concrete evidence of how much time, money, or effort they’ll save.

The goal? Make the value so clear that saying “No” feels like a mistake. To do this, you need solid data and honest predictions to prove why your solution is worth the cost. 

Use this sales methodology when customers need proof before they buy. Maybe they have to convince their boss, or they want to make sure they’re making the right choice. 

Solution selling 

With solution selling, your main goal is to match the right product or service to the customer’s problem. Instead of focusing on features or price, you ask questions to understand their challenges. Once you know what they need, you position your product as the best way to fix it.

To excel with this sales methodology, you must have the mindset of a problem solver. You need to be curious, ask insightful questions, and truly listen to the customer’s answers. The goal is to uncover the real issue behind their concerns, not just the symptoms.  

Solution selling works best when customers know something’s wrong but can’t figure out how to fix it. But here’s the key: To help them and win their trust, you need to be a total expert about what you’re selling.

SPIN selling

SPIN selling helps buyers recognize their own needs and pain points. Neil Rackham developed this idea by studying how the best salespeople sell. He found that asking the right questions can make a big difference in closing deals.

The questions that help uncover customer needs are:

• Situation: Learn about the buyer’s setup (“What tools are you using right now?”).
• Problem: Identify the prospect’s pain points (“Are you having any challenges with your current system?”).
• Implication: Show the impact of the problem (“If this issue continues, how will it affect your business?”).
• Need payoff: Help them see the value of fixing it (“How would a better solution improve your workflow or save time?”).

The brilliance of SPIN selling is that it turns sales conversations from a pushy pitch into collaborative discovery. Try it out with customers who aren’t fully aware of their problem yet or need help understanding why change is necessary.

Customer-centric selling

Customer-centric selling puts the customer’s needs first. It focuses on listening, understanding, and finding the best solution for them, even if that means it’s not your product.

In this sales methodology, you don’t lead with your solution. Instead, you start by asking questions and genuinely listening to the customer. Once you truly understand their situation, you recommend the right solution for them, whether from your sales organization or not.

Customer-centric selling shines in complex sales environments where no 2 deals look the same. Consider using it if your customers want personalized advice and trust you to guide them. Just be ready to let the deal go if your solution isn’t the best fit.

SPICED selling

SPICED selling helps salespeople fully understand a customer’s needs before offering a solution. It breaks the sales process into these key areas:

• Situation: What’s happening in your customer’s world right now?
• Pain: What’s frustrating or challenging them?
• Impact: How is this problem affecting their business?
• Critical Event: Why do they need to fix this now?
• Decision: How will they choose a solution?

By working through these areas, you can put yourself in the customer’s shoes and truly understand their struggles. This methodology helps you qualify leads better and position your product as the perfect solution to their problem.

Use SPICED selling when dealing with bigger, more complicated sales where a quick pitch won’t cut it. It’s great for B2B deals where customers need help understanding their own challenges and how your solution can make their lives easier.

SNAP selling

SNAP selling is for busy, overwhelmed buyers who don’t have time for long sales pitches. Created by Jill Konrath, this sales methodology helps salespeople cut through the noise and make it easy for prospects to say “Yes.”

The following key principles make up SNAP selling:

• Simple: Make the buying process as simple as possible.
• Invaluable: Position yourself as a trusted expert.
• Aligned: Connect your solution to their biggest priorities.
• Priority: Help them see why they should act now.

The core of SNAP selling is respecting the buyer’s limited time and mental energy. So, only use this sales methodology if you can remain laser focused on what matters most to the customer. You should make every customer interaction feel like a shortcut to solving their problem, not another item on their to-do list.

Gap selling

Gap selling focuses on the difference between where a customer is now and where they want to be. First, you learn about the current situation by exploring customer pain points. Then, you help them picture their ideal future and what success looks like for them.

The magic happens in the space between these 2 points—the gap. Your job is to show how your solution helps the customer move from their current reality to their desired outcome. You’re essentially selling a transformation, not a product.

Gap selling is ideal for complex sales where the value isn’t immediately obvious. It’s perfect for salespeople who want to partner in their customer’s success.

Conceptual selling

With conceptual selling, you sell an idea before the product. It helps customers see a new way of doing things, even if they aren’t looking for a change.

Instead of fixing a known problem, you help people see new possibilities. Think about the early days of cloud computing. Businesses had to first believe in the idea of cloud computing before even considering upgrading any systems.

Use this sales methodology when selling truly innovative products. It’s highly effective in helping buyers understand the big picture so they can see the value in your specific solution.

Challenger sales

The challenger sales methodology is about getting customers to think differently and question their current approach. To do this:

• Teach: Share insights that help the customer see their problem in a new way.
• Tailor: Adjust your message so it fits their specific needs.  
• Take control: Lead the sales conversation with confidence.

The goal isn’t to be pushy but to help customers see a better way of solving their problems. You show them their current approach might hold them back and offer a smarter solution.

Use this sales methodology with customers who resist change or stick to outdated solutions. It works best when you position yourself as a trusted advisor who has your customer’s best interests in mind.

Target account selling

Target account selling is the secret to winning large enterprise accounts. The process involves deep research and careful planning. You study everything about your target accounts, such as:

• Business challenges: What problems does the business need to solve?
• Decision-makers: Who has the power to make the final purchase decision?
• Buying processes: How does the company make purchasing decisions?
• Competition: What other options are they considering?

You use that info to personalize every conversation to build strong relationships and show why your solution is the best fit.  

Ideally, you should use target account selling when going after large companies with long sales cycles. But remember that you need to have the time and resources to focus on fewer, high-value deals rather than spread effort across many small ones.

Sales as a science

Sales as a Science is all about using data to make sales smarter. Instead of guessing or going with your gut, you look at the numbers to understand what works and what doesn’t.

Jacco van der Kooij created this sales methodology specifically for software as a service (SaaS) companies. He realized that for these businesses, the real win isn’t just making the sale—it’s keeping customers happy and growing their accounts over time.

So, how does it work? Instead of just closing deals and moving on, you stay involved. You guide customers through onboarding, check in to ensure they see results, and offer tailored solutions to help them grow. By using data, you can spot trends, understand customer needs, and fine-tune your strategy bit by bit.

Ideally, the Sales as a Science methodology works alongside your current sales approach. Your primary sales methodology helps you win new customers, while this method keeps them happy with your service.

What to think about when choosing a sales methodology

Not all sales methodologies are created equal. What works for one business might flop for another. So, how do you choose the right one? Here are the main factors to consider.

Business goals

Before choosing a sales methodology, ask yourself, “What are we trying to accomplish?” Your goals will shape the approach you take.

If you’re chasing high-ticket deals, you’ll need a strategy that builds strong relationships and navigates complex decisions. If quick wins matter more, a simpler, transactional sales methodology might work better.

Your goals might also include keeping customers longer, expanding into new markets, or growing your brand. Whatever the focus, your sales methodology should support the direction you want your business to go.

Sales team dynamics

Your Sales team plays a big role in your success, so you need a sales methodology that works for them. Think about their skills and experience. Do you have seasoned sales reps who like to do their own thing or newbies who need more guidance?

A complex system can be too much for less experienced sellers, while a strict step-by-step sales process might annoy veterans who want more freedom. Choose a sales methodology that fits your team’s needs and helps them do their best work.

Customer journey

Your customers don’t just wake up and decide to buy. They go through a process—what’s often known as a customer journey. It starts with recognizing a problem, researching solutions, and finally making a decision.

Your sales model should match where potential customers are on that journey. If they’re still figuring things out, you’ll want to focus on building trust. If they’re ready to go, you can be more direct. The key is to understand their journey through the sales funnel and meet them where they are.

Market conditions

The business world is always changing. New competitors pop up, the economy has ups and downs, and trends come and go. All these things can affect your sales.

For example, if you’re in a crowded market, you’ll need a sales methodology that helps you stand out. If the economy isn’t doing so well, you might need to show customers how your product or service can save them money.

Always monitor your market and adjust your strategy to fit what’s happening. It’s the best way to stay ahead.

Product or service type

What you’re selling matters when it comes to how you sell it. Are you offering something complex, like a custom software solution, or selling simple, low-cost items like office supplies?

High-cost items usually involve more decision-makers and a longer sales process, requiring a consultative approach. On the other hand, smaller, everyday products often sell best with a faster, more direct method. Either way, the goal is to make buying easier for your customers.

Steps to implementing a new sales methodology

Changing your sales methodology can be tricky. To make it go smoothly, you need a clear process. Use these steps to successfully bring in a new sales method and get your team on board.

Step #1: Assess your current sales process

Start by looking at how your team sells right now. Write down each step of the existing sales process, from finding leads to closing deals. Talk to your sales reps to see what’s working and what’s not. Then, check your sales numbers, like how many deals you win and how long it takes to close them, to get a starting point to measure improvements.

Step #2: Define clear goals and objectives

Before choosing a new sales method, decide what you want to improve. Set clear goals, like increasing win rates, closing bigger deals, or shortening sales cycles. Ensure these goals match your sales organization’s bigger plans and help fix the problems you found earlier.

Step #3: Select your sales methods and tools

Take the time to pick a sales methodology that truly fits your sales organization. Think about factors like your goals, Sales team dynamics, and product or service type. Once you have something in mind, choose tools that support your chosen sales methodology, like email automation or lead-tracking systems. Confirm that the new tools will work with your existing systems and fit your budget.

Step #4: Train your Sales team

Build a hands-on training program that helps your team apply the new sales methodology. Use a mix of online lessons, mock calls, and roleplaying exercises based on actual sales conversations. Also, create reference materials and playbooks that sales managers and representatives can use on the job. Keep training ongoing with regular mentoring sessions with your sales leaders.

Step #5: Monitor sales performance

Keep track of key sales metrics to see if the new method works as expected. Be ready to adjust the approach if needed, whether that means updating the sales methodology or giving extra coaching. Encourage sales reps to share their experiences so everyone can improve. Review progress at least once a month to make sure the team stays on track.  

Key takeaways

• Get a proven process: A clear sales methodology helps salespeople follow a proven process instead of guessing their next move.
• Enjoy a triple impact: The right method makes sales easier, helps close more deals, and keeps customers coming back.
• Choose your method: You have many methods to choose from, each with its own focus and benefits.
• Match your business: Your ideal sales methodology should fit your goals, team skills, customer needs, market trends, and what you sell.
• Follow the steps: Smoothly implement your new sales approach by following the steps, from assessing your current sales process to monitoring results.