I learned 3 secrets about keeping momentum in a deal as an Enterprise AE at my 3rd tech unicorn.
Here they are:
- Law of 2X*
- Sell Betweens
- Parallel Processing
The Law of 2X says salespeople generally give Prospects 2X the time they need to meet or make a decision.
We propose the next meeting in 2 weeks instead of 3 days from now.
Because we want to be accommodating & don’t like rejection.
The more time between meetings, the more likely something else will take precedence.
Hotter fires, budget freezes, re-orgs.
Asking to meet again in the next 1-3 days keeps momentum.
Asking sets the expectation that things move fast with you.
Sounds like
“Most folks like to get the team together again soon, so everyone can get a quick understanding of whether there is enough value here. Typically we look at meeting in the next 2-3 days. How’s 9am Thurs?”
If they push back, you get a sense of their timeline & priorities.
Quick meetings or quick learnings.
Win/win.
Sell Betweens
“Sell betweens” (S/B) are that extra something you send to each person on the buying committee before the next meeting.
They pique curiosity, provide insight, or create FUD about the status quo.
They do NOT include a CTA/call to action.
Their job is to keep you top of mind.
And set you apart.
To show you know their space, have insights they want, and are focused on them & their needs.
3 examples I’m using right now sound like
- Thought Leadership S/B: “McKinsey has been telling their Fortune 500 clients to lower CAC/CPL with automation. And only 13% of companies are automating lead identification (graph below)… let alone systematically tracking their champions. Just read this & was thinking how that first movers’ advantage might really impact your team. Cheers!”
- Best Practices S/B: “Gartner research says get to Execs as soon as they start a new gig. Contact within that first 30 days is crucial. They’re taking action after 30 days & starting to measure at 45 days. Thought the visual below lined it out really well. Cheers!”
- Risk-Focused S/B: “86% of teams have lost a deal this year when a stakeholder left. Screenshot below from LinkedIn’s recent State of Sales. Yikes.”
Parallel Processing
Buyers want to be led.
They are experts in how to do their jobs.
Not ‘how to buy stuff’.
Help them know which things can be done at the same time.
This sounds like
“Now that the team is seeing value, it’s a good idea to meet with your Information Security team, send our terms to your Legal for review, and set up Q&A with IT. Since they’re separate teams, we can work these in tandem to save time. Best contacts for each?”
Momentum is precious.
And so very easily lost.
Work hard to keep it.
*Law of 2X from Skip Miller’s book Selling Above & Below The Line.