How to Build a Repeatable Sales Process That Scales with Vic Ing
What happens when the way you sell works for you, but nobody else can replicate it?
Many founders and experienced salespeople grow through instinct. They know which prospects to pursue, how to handle conversations, and when to move a deal forward. But instinct becomes a problem when the business starts to scale and new salespeople are expected to simply “figure it out.”
Vic Ing, founder of Viking Sales Consultants and author of Selling Is Easy (If You Know the Rules), argues that scaling B2B sales requires something more repeatable.
In this conversation, Vic and Paul explore how to turn what works into a sales process others can follow, how to separate useful sales habits from the ones we hold onto without good reason, and why a clear ideal customer profile and stronger qualification help keep the right opportunities moving forward.
What You’ll Learn
- Why successful sales habits need to be reverse engineered
- How to identify the habits that actually contribute to sales results
- Why an ideal customer profile helps you qualify better opportunities
- Why saying no to bad-fit customers can support growth
- How founders can turn instinctive selling into a repeatable sales process
- Why stronger sales systems make it easier for salespeople to succeed
How to Turn Sales Instinct Into a Repeatable Process (08:19)
Salespeople naturally build stories around why they succeeded. Maybe you closed a deal after playing golf with the customer. Maybe it happened after the ninth phone call. Maybe a particular discovery question seemed to work once and became part of every future conversation.
But correlation does not necessarily tell you what actually caused the result.Vic describes his work almost like an archivist. You open the box, look at the successes and failures you have accumulated over the years, and decide what is worth keeping and what needs to be discarded.
The goal is to reverse engineer what actually contributed to the outcome.
Was it really the golf game? Or was it the trust, value, and consultative conversation that happened during it?
For sales teams, this means being willing to challenge familiar habits instead of repeating them simply because “that’s how we’ve always done it.”
Why Your ICP Should Help You Qualify Out, Not Just In (18:19)
Knowing your ideal customer is not just about identifying more people to sell to.
It should also help you recognize who does not belong in your pipeline.
Vic explains that his own sales process naturally filters out people who are not a good fit for the way he works. Instead of trying to persuade everyone, the process helps the right customers continue forward while others opt out.
hat same principle applies to B2B sales teams.
A strong ideal customer profile gives sellers a clearer picture of where they can create the most value. It also gives them permission to let go of opportunities that are unlikely to become good customers.
Sometimes growth even means replacing customers that drain time and resources with customers who are a better fit.
Qualification is not about filling the pipeline with as many opportunities as possible. It is about making sure the opportunities you keep deserve to be there.
Why a Repeatable Sales Process Makes Growth Scalable (25:10)
Vic uses a Viking boat to explain what a good sales system should do.
His argument is simple: a great salesperson operating inside a weak system will eventually struggle, while a capable salesperson supported by a strong system has a much better chance of succeeding.
This becomes especially important when founders begin hiring salespeople.
Founders often built the business through years of accumulated instinct. They know what to say, who to call, which opportunities are worth pursuing, and how to move conversations forward. But those instincts are difficult to transfer when the instruction to a new salesperson is simply, “Do what I did.” Vic calls that approach unscalable.
Other areas of a business rely on processes, systems, and tools. Sales should not be treated as magic.
By turning what works into a clear sales process, organizations can give new salespeople a better environment to succeed, reinforce the right behaviors, and build growth that does not depend entirely on the founder. Or, as Vic puts it: build a better boat.
Listen to the full conversation with Vic Ing to learn how to move beyond instinct, build a repeatable sales process, qualify the right customers, and create a stronger foundation for scalable B2B sales growth.
About Vic Ing:
Vic Ing is a business consultant, sales trainer, author, and founder of Viking Sales Consultants. For more than thirty years, he has built, led, and supported revenue-generating teams in a variety of sales, leadership, and business development roles, and through Viking Sales Consultants has helped entrepreneurs, business owners, and sales professionals improve business development, strengthen customer relationships, and create sustainable growth. He is the author of Selling Is Easy (If You Know the Rules) and has facilitated hundreds of workshops, coaching engagements, and strategic planning sessions throughout Northeast Ohio.
Linkedin: https://www.linkedin.com/in/victoring/
By Paul Fuller
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
