Reactive selling is a sales strategy where businesses wait for customers to initiate contact before engaging in sales. Unlike proactive selling, where outreach and lead generation are key, reactive selling focuses on responding to inbound inquiries, website visitors, or customer-initiated communications. This approach is common in e-commerce, SaaS, and inbound marketing strategies, where potential buyers research solutions before reaching out. While reactive selling efficiently serves high-intent leads, it can limit opportunities without proactive sales efforts. CRM tools support reactive selling by automating responses, tracking customer inquiries, and ensuring follow-ups.