How to Create a Sales Process w/ Craig Rosenberg [Episode 316]

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Among the many topics that Craig and I discuss are the current state of the sales process; how to build a sales process that supports the needs of you, the seller, and the buyer; how to relate and engage with your customer throughout their buying journey and the value of human selling vs automation.

Joining me on this episode of Accelerate! is my guest Craig Rosenberg. Craig is Co-founder and Chief Analyst at TOPO, a sales research and advisory firm. He’s also the founder of the Funnelholic blog.


The Mouse that Roared, by Leonard Wibberley, is an inspiration to small enterprises. (And one of my favorite books and movie.)

Craig started teaching, and coaching water polo, straight out of college. All his friends were happy working at Oracle or Sun; his teacher colleagues were unhappy. So, he tried sales.

What is the purpose of creating methodology for a step-by-step sales process?

When the process is in place, what steps come next?

Between Andy’s and Craig’s observations, what is it that 68-to-72% of companies do not have?

What are exit criteria, and when should they be applied?

Why you can’t just copy the sales process from a successful company like Salesforce.

Is it easy for an established and successful sales rep to transfer from one sales environment and process, to another?

What are uniquely human sales skills?

How can we engage more and better with our prospects? Is there an app for that?

What kind of help does a prospect really want, on their buying journey?


What’s your most powerful sales attribute?


Who is your sales role model?

The actor, Vince Vaughn.

What’s one book that every salesperson should read?

Sales Mastery: A Novel, by Barry Trailer, or any Andy Paul book.

What music is on your playlist right now?

Tupac, Dr. Dre, Snoop.