If your sales process lives in someone's head, it isn't a process

When selling depends on intuition and relationships held by a few individuals, the business carries hidden risk: results swing with mood and calendar, forecasts are guesses, and every new hire is a slow, expensive bet.

A real process makes the implicit explicit. It names the stages a buyer moves through, defines what has to be true to advance, and equips the team with the tools to do it consistently. That's what makes performance coachable.

You don't lose the art of selling by writing it down. You give more people the chance to be good at it — and you give yourself a pipeline you can actually trust.