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  • Writer's pictureGreg Meehan

Momentum Magic: The Art of Winning in Sales

Alright, let's get down and dirty in the world of sales. You've probably heard me say it before, and I'll say it again – when it comes to sales, skills are the real MVP.

And one important sales skill is maintaining momentum.

If you don't have a clear and inked next step in both yours and your client's diary, you'll lose to the person that does… even if your product is better.

Let’s dive deep into why you need to stay top of mind and how to blend that with some kick-ass processes for sales domination.

Why staying top of mind is the real deal

Think about those brands that you can't get out of your head. They're the ones that keep delivering value, engaging with you, and being there when you need them. Being top of mind means you're the first one folks think of when they're ready to make a move.

Now, picture two sales folks offering similar deals. One's been consistently rocking the spotlight, delivering value, and engaging like a pro. The other? They're like a ghost – appearing at random times with no clear engagement.

Who do you think gets the deal? You got it, the one who's top of mind.

Imagine you're a real estate agent. You've been sending personalised property listings, helpful tips for first-time homebuyers, and market insights to your clients consistently. One day, a client decides it's time to make a move. Who do they think of first? You, of course.

On the flip side, picture a salesperson who only reaches out when they want to close a deal. Their clients hardly hear from them otherwise. When the time comes to make a purchase, they might not even remember this salesperson's name.

So, staying top of mind builds trust, keeps you part of the conversation throughout the buyer's journey, and ensures you're the go-to expert in your niche.

In the B2B realm, staying top of mind might seem challenging, but it's just as essential.

In his book, Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You, John Hall, emphasises the importance of content and constant presence.

Take Google's approach to advertising, for instance. They understand the power of staying top of mind through targeted and retargeted ads. Repeatedly encountering a product in ads on Facebook or Instagram, means that when a need arises, that’s the product you think of first.

The truth is, this strategic repetition is intentional, designed to keep you engaged.

Continuing the sales journey with strategic processes

Once you're top of mind and have prospects engaged, the next challenge is to keep the momentum going and lead them down the sales path. This is where strategic processes become your secret sauce.

Imagine this scenario: you've had several meetings with a potential client, and they're showing interest, but they're not quite ready to sign on the dotted line. This is where your sales process kicks into high gear.

In my experience, sales are often won or lost based on momentum. If you lack clear next steps for both you and your client, you risk losing that momentum.

The key takeaway here is a simple yet powerful rule: BAMFAM, which stands for "Book a Meeting from a Meeting."

When you conclude a meeting with a client, ensure there are crystal-clear next steps in both of your diaries. Don't leave things up in the air, hoping to schedule another meeting later. By locking in the next interaction, whether it's a follow-up call, a presentation, or a demo, you keep the ball rolling and maintain momentum.

The end goal is providing value

In the world of sales, it's not just about closing deals; it's about creating an end-to-end revenue process. Top of mind awareness, consistent engagement, and robust sales processes are all pieces of this puzzle.

By strategically curating your audience, consistently delivering value, and staying organised, you can build and maintain momentum throughout the sales journey.

So, what's your key takeaway from this? If nothing else, remember the BAMFAM rule – book a meeting from a meeting.

It's a simple but key differentiator for keeping the momentum going.

And if you ever find yourself in a situation where deals are stalled, remember that diagnosis and fresh perspectives can reignite the process – talk to your colleagues or mentors.

In the end, it's all about combining the art of staying top of mind with the science of strategic processes.

Not sure how to get started or need some help to talk about where you’re stuck? Drop me a DM on LinkedIn!


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