Get a YES or a NO, but never a maybe

Here is my definition of winning in sales:  it’s getting a yes or a no, but never a maybe. 

You don’t want to work with prospects or clients who aren’t willing to commit, one way or another. 

They don’t need to commit to signing an order right now. 

But they absolutely need to commit to taking the next steps. 

If they won’t commit to next steps, then they aren’t serious and are just stringing you along. 

In sales, momentum is everything. 

There’s a law in sales called the “Law of diminishing intent”. 

It states that as time passes, intention to take action diminishes. 

So your job in sales is to keep the momentum flowing. 

Now, how exactly do you do that? 

It’s simple, although not always easy. 


It’s your job to go into every meeting with a plan of what comes next.

And before your meeting ends, position next steps and lock them in on both your calendars. 

So if you’re in the early stages of a sales cycle, the next step might be doing a deeper discovery. 

If you’ve completed discovery, your next step might be a custom demo.

If you’ve given a proposal, the next step might be to help them with a business case. 

You get the point. 

The most important thing is to always keep the deal moving forward. 

The minute the deal stalls is the minute you’re in trouble. 

And when that happens (which it will), the key is to connect with your customer quickly and find out exactly what’s going on. 

Keeping momentum is hard, but essential for deals to close, especially larger sized deals which require multi-threading and many layers of approval. 

So how exactly can you keep momentum in your deals? 

By creating urgency on both sides of the table. 

Not false urgency (aka this discount is going away next month), but REAL URGENCY, typically  tied to a compelling event, resource constraints, and a customers highest priorities. 

In today’s training video, I share several strategies to create more urgency in your deals and keep momentum. 

You can find the full training video here:


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