125. Most B2B Deals Are Lost Before Procurement Begins w/ Raymond Chow

Procurement strategy decides many deals before the RFP ever lands. In this episode of the B2B Sales Trends Podcast, Harry sits down with Raymond Chow to unpack why most B2B sales are lost long before formal procurement begins. If you lead complex deals, enterprise sales strategy, or sales enablement teams, this conversation will sharpen how you approach stakeholder mapping, procurement process dynamics, and modern B2B selling. Raymond shares practical lessons from Asia Pacific markets that apply globally. 🔗 Explore more insights: www.globalperformancegroup.com 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ ⏱️ Timestamps: 00:00 – Why procurement strategy starts before the RFP 03:10 – How buying committees changed B2B sales 05:50 – Stakeholder mapping in complex enterprise sales 10:20 – Why late stage RFP bids rarely win 13:35 – Procurement process tactics to get involved early 23:35 – The habits of elite B2B sales leaders You’ll learn: • Why most sellers enter deals too late • How to win trust with procurement instead of fighting them • How stakeholder mapping improves win rates • The traits top sales leadership teams build consistently 💡 Key Takeaways • If the first time you hear about a deal is the RFP, your odds are already low. • Procurement is not the enemy. Strong sellers treat them as partners in the buying process. • Stakeholder mapping is essential in modern B2B sales because decisions are shared across finance, technical, and user groups. • Great enterprise sales strategy means shaping deals early, not reacting late. • Listening, continuous learning, and grit remain timeless traits of top performers. 👤 About Guest Raymond Chow is a senior leader with up to 30 years of experience across sales, marketing, operations, and commercial leadership in the healthcare and life science industry. He is known for building high performing teams, developing partner networks, and driving accelerated growth across regional markets. Connect with Raymond Chow on LinkedIn: https://www.linkedin.com/in/raymond-chow-5b97488/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at www.globalperformancegroup.com 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy. If that’s you or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/