Reactive Selling Isn't a Sin if You Do It with a Purpose

Reactive Selling Isn't a Sin if You Do It with a Purpose

By Frank Hurtte

Proactive, proactive, and more proactive! Selling stories flood the internet like a tsunami of advice. Is it just me, or is every sales expert on the planet preaching some kind of “Max Overdrive” model of proactive action? Truth be told, that approach might be completely impractical for a big segment of our industry.

We’ve bought into it, too. Every time a sales manager steps up in a conference room and unveils their vision of a 100% proactive future, the team shudders, digs in their heels, and covertly begins planning how to avoid it.

True Confessions

I used to be one of those guys at the front of the room pontificating about proactive selling. These days, I’m convinced reactive selling has an important place, especially in the world of knowledge-based distribution.

Through up-close observation and dozens of interviews with successful sellers, I’ve learned that reactive selling, done right, is far from passive. There’s more to it than just sitting around waiting for the phone to ring.

The Maytag Repairman Story

Some sellers confuse the “reactive model” with what one of them cleverly dubbed the Maytag Repairman Syndrome. For those who don’t remember, the Maytag repairman sat quietly in his office, wiling away time as he waited for a customer to call with a problem. He was lonely… because no one called.

The most productive reactive sellers I know tell me you can’t just wait for the phone to ring. Instead, they place themselves in the best possible position to respond quickly and effectively when the call comes.

The Internet Drives a Reactive Approach, Too

The internet has permanently changed customer behavior, and with it, the role of the seller. Back in the day, salespeople were the exclusive providers of new product information. That’s long gone.

In fact, we used to be the "human search engine" for specs and hard-to-find solutions. The top salesperson was chosen much like Google, whichever one returned the best information the fastest won the business.

Today’s sellers are judged by their ability to deliver application-specific guidance. Customers want detailed, contextual answers to questions the web can’t solve, and they want those answers right now, not next week.

So yes, reacting with the right information is extremely valuable. But there’s no room for a partially trained salesperson. Technical product skills and application expertise are table stakes. Reacting quickly, only to say you'll need to bring in a factory expert next week, doesn’t cut it. That’s why proactive training is a huge part of effective reactive selling.

Seller Fully Engaged in a Reactive Selling Approach

Let’s say you’re a seller who knows that much of your job is reactive. You’ve got a strong list of loyal customers who regularly reach out for advice, service, and ultimately buy from you.

But even in this seemingly comfortable scenario, external pressures mount:

• New product technologies: Your boss wants you to sell a new product line, but your best customers already have providers they trust. The competition? Sharp. Capable. Fast. That’s a threat to you and your company's growth.
• Account churn: Industry experts say 10% of accounts shift every 2–3 years due to consolidations, closures, or ownership changes. When that happens, reactive sellers can lose key contacts and sales.
• Personnel changes: Back in the Rolodex days, I was taught to write names and companies in ink, and titles in pencil. Titles change. These days, people change companies constantly. Two key departures, and your reactive rhythm gets wrecked.
• Fee-based services: I’ve long advocated that distributors should charge for service. The services we offer are valuable and costly. Yet, many reactive sellers hesitate to bring up fees, fearing it’ll scare customers. That hesitation can slow both seller and company progress.

Bandwidth: The Biggest Growth Challenge

Let’s go back to those loyal customers who keep you busy with service requests and questions. You’re slammed. The hours disappear. And at some point, that backlog becomes a problem.

Customers rely on you, not just for expertise, but for fast attention. Delay a response, and you risk losing the order. And that, my sales friend, is a big issue.

New Sellers Can’t Grow Fast Enough

If you’re new to distribution sales, you can’t afford to be reactive. Sitting back and hoping for calls means you're always one step behind. In technical markets, your potential customers already have suppliers. Wait too long, and you’re left chasing scraps, the low-margin, problem-ridden business nobody else wanted.

Proactive selling helps you build relationships before a competitor locks them in. Yes, it takes effort. And no, most companies won’t give you a decade to slowly build your book.

Every proactive call, customer visit, or product conversation is a chance to sharpen your knowledge and gain confidence. And confidence builds trust. Sitting around waiting for action? That robs you of the reps you need to grow.

Let’s Move Toward Proactive Behavior

You don’t need to blow up your life to be more proactive. Just start with these steps:

Daily Actions

• Start your day with a plan: Identify 3 to 5 customer actions before you check your email.
• Make 5 outbound calls or emails before lunch. No waiting for requests.

Weekly Actions

• Spend 30 minutes reviewing key accounts. Look for dormant clients, expiring agreements, or project opportunities.
• Block time to prospect new customers or re-engage lapsed ones.
• Prepare a “service spotlight” to share. Do your customers know everything you offer?

Monthly Actions

• Review your pipeline. Are you waiting on opportunities, or actively driving them?
• Schedule a joint call with a vendor rep or specialist—expand your toolbox.

And This Isn’t Rocket Surgery or Brain Science

Don’t wait to initiate. If you haven’t heard from a customer in a while, ask yourself, “Why haven’t I called them?” Even a voicemail strengthens the relationship. What could be simpler?

New Sellers Struggle with Growth

To play the reactive game well, you need a base of people who regularly reach out to you. And building that base isn’t easy.

First, customers need to know who you are and why they should call you. Then they need to trust your abilities. That takes time, typically more than two years.

Commission-only sellers don’t enjoy those lean years. Commission-guaranteed sellers eventually test their manager’s patience. Around month 18, leadership starts questioning hiring decisions.

I don’t think the reactive model works well for new sellers, but there are some (yes, I hate to use the word) proactive shortcuts to speed up the process:

• Make lots of calls. Set interviews, NOT SALES appointments.
• Learn to mine new contacts via the web. (Email us for a copy of “Stalking Customers for Fun and Profit.”)
• Use product training as a conversation starter.
• Use business directories to prioritize prospects.
• Target accounts that resemble your company’s best customers.
• Ask suppliers or teammates for warm intros.
• Piggyback off product specialists if you’ve got them.

If you’re inheriting a territory, you’re in better shape, but not home free. If your predecessor was highly respected, you’re expected to match their standard. If they were lazy, unethical, or just plain ineffective, you’ll have to work even harder to rebuild trust.

Either way, roll up your sleeves.

 

Want to sharpen your team’s selling strategy: proactive, reactive, or somewhere in between?
We help knowledge-based distributors develop sales processes that work in the real world. Let’s talk about how we can support your team’s growth. Contact River Heights Consulting or visit riverheightsconsulting.com

 

About the Author

Frank Hurtte is a seasoned sales strategist, speaker, and champion of knowledge-
based distribution. With a career spanning four decades, Frank combines old-school experience with fresh insight to help sellers thrive in technical markets. When he’s not consulting or writing, you’ll find him sharing war stories that somehow always circle back to customers, trust, and the power of doing the work, on purpose.

 

TL;DR – In Defense of Reactive Sellers

While proactive selling gets all the glory, reactive selling still plays a crucial role- especially in technical, knowledge-based markets. The best reactive sellers aren’t idle; they’re well-prepared, fast-acting, and deeply trusted by their customers. But relying solely on reactivity can stall growth, especially for new sellers. The key is balance: plan your day, engage proactively, and react with purpose. It’s not about waiting—it's about being ready.

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