Procurement. That word alone can make salespeople groan. You’re prospecting, you finally find the right company…then you hit the brick wall. Every open door funnels straight through procurement, and all at once, your momentum grinds to a halt.
But here’s the truth: the best sales professionals don’t stop there. They find ways to get past procurement, build real relationships, and win big opportunities that most never see.
Let’s break it down in these twelve steps.
Map the Customer Beyond Procurement
Never let procurement be your only connection. Take time to map out the decision-makers and influencers across the organization. Who is actually going to use your solution? Who benefits most if the company says yes? Identify the people beyond the purchasing gatekeepers and chart your course through them.
Build these relationships early. The broader your map, the better your odds of escaping procurement’s quicksand.
Lead With Curiosity
Approach every conversation with genuine curiosity. Too many sellers think they have to pitch, when they should be listening and learning instead.
Ask questions. What’s going on in their world? What are their priorities? In big companies, procurement owns the process, but the business units own the problem. Dig deep, get to know the environment, and let curiosity guide you to valuable insights that procurement alone will never reveal.
Ask for Introductions
Don’t be shy. Every new contact is an opportunity to expand your network within the organization.
Ask, “Who else is involved in this decision?” or “Who else stands to benefit?” Invite your current relationships into the process and let them help you climb the ladder. Smart salespeople always ask for introductions; it’s the simple way to make a complex organization feel smaller.
Bring Insights, It’s Not About Us…Yet
Value comes first. Your early conversations shouldn’t be about your product. Instead, bring relevant insights to the company and the industry.
Share something they can use. Even if your first contacts are lower level, help them look good to their superiors. When you elevate others, you elevate yourself.
Get Into Their World
Dive deep. Study their annual reports, press releases, filings, whatever you can get your hands on.
Learn their vocabulary, their acronyms, their business priorities. When you sound like an insider, you get treated like one. Understand their world, so you can find the connections that matter most.
Connect With People Before You Need Them
Don’t wait until you’re desperate for a contact. Strong prospectors build industry-specific networks long before a deal is ever on the table.
When you engage with people now, future opportunities open up. When you enter procurement armed with knowledge, stories, and connections from elsewhere in the industry, you command attention. Suddenly, procurement looks at you differently.
Create Value for Different Roles
No two decision-makers are alike. Every role in a major company comes with different goals, pains, and metrics.
Learn what each stakeholder values. What does one department need to hit their KPIs? What’s keeping the hiring manager up at night? Understand these nuances, and tailor your value accordingly. Remember, it’s not about you—it’s about them.
Become a Connector
The best salespeople connect people, not just deals.
Introduce contacts who could help each other. Open doors across departments. When you create connections, you become a valuable resource, not just another vendor. Relationships compound: land one sale, and the next comes easier.
Follow Up with Purpose
Follow up, but don’t nag. No one wants to hear “buy from me, buy from me.”
Instead, show up with intention. Reference their specific concerns from previous calls. Send new insights or resources. Deliver real value with every touch. Purposeful follow-up separates you from the noise.
Build a Relationship Plan
Random relationships won’t cut it. Build an intentional relationship plan.
Draw an org chart. Research the company’s structure. Identify who to talk to next. Make sure you’re always connected one level above and one below your main contact. Relationships deepen with planning.
Identify Who Will be Your Advisor, Coach, Champion, Economic Buyer
Don’t assume you know who’s playing each role. Ask direct questions and clarify.
- Advisor: Gives you inside advice, acts as a sounding board.
- Coach: Tells you how to open doors, but doesn’t do it for you.
- Champion: Advocates on your behalf, fights for the deal internally.
- Economic Buyer: The person holding the budget and giving the final yes.
Each is essential. Pinpoint these roles early.
Play the Long Game
Big opportunities aren’t won overnight. This process takes time.
The best salespeople invest in relationships and play for the long haul. Nurture connections. Patience and persistence win out. When you do this right, the rewards are enormous.
Stop letting procurement be the dead end. Map your path, bring value, connect deeply, and watch how the biggest doors start to swing open.
The most significant differentiator isn’t your product, price, or even your pitch—it’s your integrity.
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Copyright 2026, Mark Hunter “The Sales Hunter” Sales Motivation Blog. Mark Hunter is the author of A Mind for Sales and High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results.
