Why Less Than 30% of B2B Tech Sellers’ Time Is Spent on Selling—and How to Fix It

Imagine this: You’re hired to sell. Your job title says “Sales” loud and clear. But in reality? You’re spending your days toggling between spreadsheets, updating your CRM, and sitting through yet another meeting that could’ve been an email. Sound familiar?

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Here’s a hard truth to chew on: less than 30% of a B2B tech seller’s time is spent doing what they were actually hired to do—sell. That’s the equivalent of an Olympic sprinter spending most of their time tying shoelaces and filling out forms instead of racing. And it’s not just frustrating; it’s costing businesses millions in lost opportunities.

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In this blog, I want to dig into why this happens, focusing not just on the usual suspects but on the human and organizational quirks that silently steal our time. And, of course, we’ll talk about how to fix it—because leaving this unaddressed isn’t an option.

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The Time Thieves in B2B Sales

Let’s start by naming the culprits:

1. Administrative Overload: From manually entering data into your CRM to preparing slide decks for internal reviews, the admin grind is real. It’s death by a thousand clicks, and before you know it, half your day is gone.

2. Reactive Firefighting: Ever find yourself answering endless client queries, chasing down approvals, or untangling an unexpected issue? These tasks demand your time and attention, often pulling you away from proactive selling.

3. Over-Collaboration: Team alignment is great, but when you’re stuck in back-to-back strategy meetings or syncing with other departments, it’s easy to lose sight of your primary goal.

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What’s Really Stopping Sellers?

Beyond the obvious external factors, let’s shine a light on the internal blockers—the ones that creep in unnoticed but wreak havoc on productivity.

1. Lack of Clarity on Priorities: When everything feels urgent, it’s tempting to get stuck in the weeds. Sellers often juggle too many objectives without a clear focus on high-impact activities.

2. Distraction Loops: Switching between selling, researching, and operational tasks creates a fragmented workflow. This constant context-switching doesn’t just waste time; it drains mental energy.

3. Emotional Resistance: Let’s be real: selling can be emotionally exhausting. Fear of rejection or procrastination disguised as “preparation” often keeps sellers from diving into the uncomfortable but necessary work of outreach.

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How Organizations Contribute to the Problem

1. Misaligned Incentives: Many organizations reward outcomes but neglect the behaviors and processes that drive them. This leads to a reactive culture where sellers prioritize short-term wins over strategic activities.

2. Tool Fatigue: While CRMs and sales enablement tools promise efficiency, poor implementation or lack of training often makes them more of a burden than a blessing.

3. Vague Account Strategies: Without a clear framework to prioritize accounts, sellers end up spreading themselves thin across opportunities that don’t move the needle.

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Reclaiming Your Selling Time

Here’s where the magic happens—reclaiming your time and redirecting it to what truly matters: selling. But we’re not talking about quick hacks or one-size-fits-all advice. This is about sustainable change, grounded in actionable insights.

1. Audit Your Time

Start by tracking your daily activities. For one week, note down how much time you spend on selling versus everything else. Identify the top three non-selling activities that eat up your time and decide if they can be automated, delegated, or eliminated.

2. Prioritize Strategic Accounts

Focus your energy where it counts. Use a framework like Skwill’s Key Account Model to score your accounts based on two key attributes: attractiveness and winnability. Allocate 70% of your time to high-winnability, high-attractiveness accounts. Remember, it’s not about working harder; it’s about working smarter.

3. Leverage Technology

Tools like Ask Willy can be game-changers. Whether it’s prepping for client conversations, researching accounts, or handling objections, these platforms can save you hours of manual work. The key is to invest time in learning how to use them effectively.

4. Set Micro Goals

Break down your sales targets into manageable daily or weekly milestones. For example, instead of aiming to close a $500K deal this quarter, set a goal to have five high-quality conversations each week. These smaller wins build momentum and keep you motivated.

5. Say No to Distractions

Protect your selling time like it’s sacred. Decline unnecessary meetings or propose alternatives like email updates. Create dedicated “deep work” blocks where you focus solely on revenue-generating activities.

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The Bigger Picture

Reclaiming selling time isn’t just about hitting quotas—it’s about delivering value to your clients, building deeper relationships, and creating a more fulfilling work experience for yourself. It’s about being intentional with your energy and efforts, knowing that every moment spent on the right activity compounds into greater success.

So here’s my challenge to you: Take one step today to audit your time  or implement a strategy from this blog. You’ll be surprised at how even small changes can unlock massive results. Remember, selling isn’t just your job; it’s your superpower. Let’s make sure you spend more time using it.

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About the Author

‍Anoop George is the CEO and Founder of Skwill.AI. His sales experience spans 30 years, and he is committed to making coaching accessible to all, by combining behavioral science, human expertise, and the power of AI.  Anoop is an alumnus of Carnegie Mellon University, a fitness enthusiast, and loves cooking on Wednesdays.