{"id":19502,"date":"2025-07-09T07:23:03","date_gmt":"2025-07-09T07:23:03","guid":{"rendered":"https:\/\/sandler.com\/?p=19502"},"modified":"2025-07-31T18:46:06","modified_gmt":"2025-07-31T18:46:06","slug":"five-mistakes-in-tech-sales-that-could-be-costing-you-millions","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/","title":{"rendered":"Five Mistakes In Tech Sales That Could Be Costing You Millions"},"content":{"rendered":"<p>There\u2019s a truism every enterprise sales professional knows all too well:<\/p>\n<p>The longer the sales cycle, the bigger the risk.<\/p>\n<p>This is especially true in technology sales, where complex deals can span months\u2014if not years. When the process drags on, sellers often lose to the most formidable competitor of all: <strong>the status quo<\/strong>. The organization decides to stick with what it knows, even when a new solution could deliver measurable gains.<\/p>\n<p>Here are five common missteps that extend the sales cycle, erode pipeline value, and result in missed revenue opportunities.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#You_dont_really_know_who_controls_the_budget\" >You don\u2019t really know who controls the budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#You_dont_uncover_the_buyers_true_decision_criteria\" >You don\u2019t uncover the buyer\u2019s true decision criteria<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#You_start_too_low_in_the_organization\" >You start too low in the organization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#You_leave_meetings_without_clearly_defined_next_steps\" >You leave meetings without clearly defined next steps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#Youre_unclear_on_the_buyers_investment_readiness\" >You\u2019re unclear on the buyer\u2019s investment readiness<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/#Why_the_Sandler_Selling_System%C2%AE_Works_for_Enterprise_Sales\" >Why the Sandler Selling System\u00ae Works for Enterprise Sales<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"You_dont_really_know_who_controls_the_budget\"><\/span><strong>You don\u2019t really know who controls the budget<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Have you ever invested significant time only to discover\u2014late in the cycle\u2014that your main contact can\u2019t authorize spend? Incomplete or inaccurate intel about budget authority can derail even the strongest solution.<\/p>\n<p><strong>The fix:<br \/>\n<\/strong>Pause before jumping to fulfillment. Do a thorough <a href=\"https:\/\/sandler.com\/podcasts\/selling-sandler-way-uncover-budget\/\"><strong>budget validation<\/strong><\/a> as early as possible. Map out who controls funding, how it&#8217;s released, and what internal approvals are required. The Sandler method emphasizes the importance of thoroughly qualifying the financial decision-making process\u2014so you don\u2019t end up standing on your own foot.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"You_dont_uncover_the_buyers_true_decision_criteria\"><\/span><strong>You don\u2019t uncover the buyer\u2019s true decision criteria<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Too many sales teams rush into proposals without fully understanding what matters most to the buying committee. Then, when the deal is lost, the reason often comes as a surprise. Imagine pitching a platform that\u2019s perfect\u2014except the client needed EU integration within a year, and that was never discussed.<\/p>\n<p><strong>The fix:<br \/>\n<\/strong>Enterprise buyers bring different perspectives and priorities. Go beyond surface-level discovery. <a href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/\"><strong>Uncover all qualification criteria<\/strong><\/a> across stakeholders\u2014technical, operational, strategic, and geographic.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"You_start_too_low_in_the_organization\"><\/span><strong>You start too low in the organization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s common to begin with mid-level contacts. But without strategic alignment, you risk <a href=\"https:\/\/sandler.com\/blog\/sandler-hot-take-john-rosso-main-contact-coach-or-champion\/\">building champions whose needs don\u2019t align with executive priorities<\/a>. The result? A compelling proposal that gets shut down before reaching the C-suite.<\/p>\n<p><strong>The fix:<br \/>\n<\/strong><strong>Start higher in the org chart.<\/strong> Don\u2019t shy away from executive-level conversations\u2014it\u2019s easier to be referred downward than to claw your way up later. Engage leadership early to frame the opportunity as a business initiative, not just a departmental one.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"You_leave_meetings_without_clearly_defined_next_steps\"><\/span><strong>You leave meetings without clearly defined next steps<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A positive meeting is great\u2014but unless clear next steps are agreed upon, momentum stalls. If your internal sponsor gets reassigned or deprioritizes the project, you may find yourself back at square one.<\/p>\n<p><strong>The fix:<br \/>\n<\/strong>Use Sandler\u2019s <a href=\"https:\/\/sandler.com\/podcasts\/succeed-using-sandlers-up-front-contract-increase-rapport\/\"><strong>Up-Front Contract<\/strong><\/a>. Before closing a meeting, align on the <strong>next date, participants, agenda, and desired outcomes<\/strong>. That mutual clarity helps preserve deal velocity.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Youre_unclear_on_the_buyers_investment_readiness\"><\/span><strong>You\u2019re unclear on the buyer\u2019s investment readiness<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Beyond financial commitment, enterprise buyers must be willing to invest time, take on risk, and advocate internally. If your contact isn\u2019t ready to do those things, the deal may never progress.<\/p>\n<p><strong>The fix:<br \/>\n<\/strong><a href=\"https:\/\/sandler.com\/blog\/qualifying-hard-closing-easy\/\"><strong>Qualify holistically<\/strong><\/a><strong>.<\/strong> Don\u2019t assume investment readiness\u2014validate it. Is the organization open to switching providers? Will your contact invest political capital to move the opportunity forward?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Why_the_Sandler_Selling_System%C2%AE_Works_for_Enterprise_Sales\"><\/span><strong>Why the Sandler Selling System\u00ae Works for Enterprise Sales<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Given the length and complexity of enterprise sales cycles, sellers often move too quickly to proposal\u2014without laying the right groundwork. The <a href=\"https:\/\/sandler.com\/sandler-selling-system\/\"><strong>Sandler Selling System\u00ae<\/strong><\/a> offers a proven, repeatable framework to drive consistent performance across prospecting, qualifying, closing, and referral generation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a truism every enterprise sales professional knows all too well: The longer the sales cycle, the bigger the risk. This is especially true in technology sales, where complex deals can span months\u2014if not years. When the process drags on, sellers often lose to the most formidable competitor of all: the status quo. The organization&#8230;<\/p>\n","protected":false},"author":150,"featured_media":19512,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1120],"tags":[],"class_list":["post-19502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Five Mistakes In Tech Sales That Could Be Costing You Millions - Sandler<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandler.com\/blog\/five-mistakes-in-tech-sales-that-could-be-costing-you-millions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Five Mistakes In Tech Sales That Could Be Costing You Millions - Sandler\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a truism every enterprise sales professional knows all too well: The longer the sales cycle, the bigger the risk. 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