Sales: Art or Science?
Is sales process, a.k.a science, the key to success? or is it the art of relationships?
On a recent business trip, I decided to rewatch the brilliant yet cringe-worthy Mad Men. Setting aside its painfully accurate portrayal of the misogyny and racism of the 1950s, one aspect that struck me was the depiction of the Accounts Team, epitomized by the despicable Pete Campbell. It made me dream of a time when closing a deal seemed as simple as drinks and dinner—no need for a CRM, portfolio management, case studies, marketing collateral, samples, or proofs of concept.
Which got me thinking: Is sales an art or a science?
As with most things in life, the answer is it depends. Sales exists on a spectrum, ranging from pure science to pure art, depending on the complexity and price point of your product or service.
The Science of Sales
At one end of the spectrum, transactional sales are ruled by science. Winning in this space requires speed, discipline, and efficiency. Metrics like the number of daily touches per salesperson, follow-up cadence, and conversion rates become critical differentiators. Here, success is about process optimization—structured workflows, automation, and rigorous performance tracking.
The Art of Sales
On the opposite end, enterprise sales rely less on science and more on human connection. Success hinges on deep discovery, trust-building, and long-term relationship management. The personality suited for this type of selling often resists rigid structures, favoring intuition over spreadsheets. But dismissing science entirely in enterprise sales is a mistake.
Where Science Meets Art in Enterprise Sales
While enterprise sales may be less transactional, science plays a crucial role in focus, alignment, and scalability. Here’s how:
Pipeline Discipline: A structured pipeline keeps your sales team forward-thinking, planning not just for the deal in front of them but for the entire year. Without this long-term view, sustained growth becomes nearly impossible.
Regular Pipeline Reviews: Early on, these meetings can feel awkward—often focused on CRM inaccuracies rather than meaningful discussions. But over time, they become invaluable, shifting the conversation to deal blockers, differentiators, and next steps.
Cross-Functional Alignment: A well-maintained pipeline informs the rest of the organization about upcoming opportunities that might require special support from operations, product teams, or other departments.
Sales as Art Alone Is No Longer Enough
It is still truth that buyers may prefer doing business with people they like, but they also expect a professional sales process that instills confidence. In high-touch sales, the person on the buyer’s side is often putting their own reputation on the line by choosing you. A mix of art and science ensures they feel both comfortable and assured in their decision.
The best sales organizations master both—the human touch to build trust and the structured process to drive predictable success.